Healthcare Websites Using Generative AI for QA Content and Marketing
AI Assists Healthcare Marketers in Numerous Ways
Google Search intensives its understanding of people’s questions – buttoning down on its role as the lead Search Answer Engine.
In our experience, Google Knowledge Graphs are data foundations for excellent healthcare-related conversations. Trusted web pages offering conversational experiences can give doctors’ comments rich with answers to users’ questions – right in Google search engine result pages (SERP). Leverage knowledge graph-building skills for question answering combined with an expert on LLMs use. This way, you can take your website to the next level.
With effective healthcare-related schema markup, you empower search engines to do perfect query matching. Your online dialogues, web semantics, and good UX help you gain online visibility.
Table of Contents
- AI Assists Healthcare Marketers in Numerous Ways
- Why the Concern for Using Generative AI in Healthcare?
- How to Use AI in Healthcare Websites
- How to Avoid a “Pre-Packaged” Tone that Prompt Engineering Often Produces
- How Healthcare Websites Can Use AI Tools
- Risks Healthcare Companies Face Using Generative AI
- SUMMARY: Anticipate More AI Developments Specifically for Healthcare Use
Why the Concern for Using Generative AI in Healthcare?
Our U.S. government is poised to establish new rules surrounding the use of artificial intelligence in healthcare in 2024. I have the privilege to attend several sessions that marketers can attend during the process of gleaning input to shape coming coverage. It was great to see Jan Antonaros from Google participating at the summit. 
Recently, President Joe Biden ordered a broad crackdown on AI within federal health agencies. Members of Congress are called to step up oversight and pass new legislation, which in turn has sounded alarms and question about why this urgent need for standards has come about.
The heightened scrutiny concern is due partly to the rapid advances of generative AI tools such as ChatGPT. Wide adoption and use of all kinds of predictive models is rampant. Healthcare sites will be required to explain how their content creation and marketing systems were developed and tested. Our government wants proof that healthcare content is published safe, reliable, and fair.
How to Use AI in Healthcare Websites?
- Invest in AI for content creation.
- Use AI for answering medical questions.
- Use AI to simplify healthcare technical language.
- AI technology can help glean insights from patient reviews.
- Help healthcare professionals make informed treatment and service decisions.
- Healthcare marketing research and discovery.
- Health products and services use AI in quality assurance.
- Improve AI datasets for content ideation.
At this time of rapid advancement in ways that you can use AI to enhance your website, we focus on “safe” best practices. Next, we’ll look at each opportunity more in-depth.
Invest in AI for content creation
The effects of Bard AI and ChatGPT for content creators and healthcare startups that want to enter AI model development is significant. While users greatly benefit from these AI systems, questions on the AI’s effect on website performance is largely yet to be determined. The integration of such AI-sourced answers to people’s questions poses risks of privacy issues, paywall by-passing, and providing the human tone necessary to build patient relationships.
This includes staff or independent SEO help that has current skills and tools to use AI effectively in content creation. Typically, this involves an additional expense. The risks of getting it wrong increase with someone just starting out.
Personally, I find it helpful in many ways. For example, after I draft a new content piece, I may use a prompt to realign it in list format. Or I may ask Google Gemini what trusted sources provide facts on my topic.
I also may use a prompt to request a summary, or to learn what my audience is asking about the topic. In the end, you may discovery ways to improve your content marketing strategies.
Google is making its SERPs more user friendly for healthcare consumers and informational queries. Whether or not you use AI, remember that the user experience remains paramount. Along with content quality controls, we’d add that to our top 2024 healthcare SEO insights.
This is what’s driving SEOs’ need for more integrated and compliant tech stacks. Authenticity is a critical aspect. You need real, expert healthcare expert authors. People want to know they can trust what you say; they may question what a bot wrote. You can easily use article schema markup with nested author information.
AI is increasing sophisticated. Digital marketers and top SEO professionals are leveraging it to simplify efforts and reduce the time it takes to verify good webpage copywriting. We currently use it to write scripts, refine client social media posts, blog posting, and testing wordings that work best in paid ad campaigns. I love it for gleaning ideas to brainstorm with our teams.
Use AI for answering medical questions
AI-generated content is more and more prevalent. This prompts us to expect that Google’s ranking algorithm will continue to make changes to reward verifiable author experience and business thought leadership.
When first using Bard, no links or citations to sources displayed in Google’s AI answers. Today that has changed and it is an essential place for your business to show up in.
A new Google Search feature titled “Ask A Doctor” has emerged. It functions and looks similar to the “People also ask” section. Hill Web Marketing has been following several healthcare AI use studies. Of particular interest, are those who are experimenting with ChatGPT.
“Overall, it performed fairly well as far as both accuracy and completions. Certainly, it was not perfect. It was not completely reliable. But at the time we were entering the questions, it was actually pretty accurate and provided, relatively speaking, reliable information.
“I think it’s most likely improved even further since we did our study. I think at this point physicians could think about using it, but only in conjunction with other known resources. I certainly wouldn’t take any recommendations as gospel, by any stretch of the imagination.” – Dr. Douglas Johnson, director of the Melanoma Clinical Research Program at Vanderbilt-Ingram Cancer Center in Nashville, Tenn 
Use AI to simplify healthcare technical language
When healthcare professionals speak, they commonly use the niche jargon that they learned in medical school. However, this often goes over the head of the average reader and patient. If not, it becomes hard to understand, but it seems impersonal, and distant when in text on page.
Generative AI may produce language that is confusing to site visitors. I often use a engineered prompt something like, “Simplify this paragraph into terminology the average dental patient can understand.”
Content optimization is much about making text relatable and useful. Your content should “speak” at the level of your average site visitor.
AI technology helps glean insights from patient reviews
You can combine and analyze your patient review comments and upload to a Generative AI system. With the right prompt refinements, extract both negative and positive sentiments. Use this to identify your business’s strengths and weaknesses within your patient’s stated perspectives.
In the end, if what you publish is largely stagnant and has little or no user engagement, you can learn a lot from your current patients. It’s all about the passion to improve and provide a better service.
Help healthcare professionals make informed treatment and service decisions
Google’s machine learning systems closely assesses user behavior. They analyze it to make general shifts to align with what people want or are consuming. This informs future search result updates. Healthcare professionals can also look at what patients are doing online, how they interact and react to emerging content trends.
If people like your content, you’ll naturally improve your online Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) signals. These are actual signals that search engines use to reward people-first helpful content.
A skilled SEO can help you leverage message boards, social platforms, newly published healthcare studies, etc., to identify trends and frequently asked questions. AI can add to your traditional tools to explain your treatment options on your website.
Healthcare marketing research and discovery
AI-driven, digital-first marketing research technology can help you optimize personalized and effective patient interactions and content publications. This can contribute to why you remain a preferred provider and the go-to source of information.
The healthcare industry is a leader in market research. You can leverage the value AI creates for you.
A December 2023 marketers report found that more half of marketers (51%) are already using generative AI, but just 17% have actually implemented it in their workflows while 34% are still experimenting with it. However, 22% indicated in the survey that they plan to use it soon. 
We always conduct marketing research to determine topic clusters and supportive articles.
Health products and services use AI in quality assurance
At the FTC & Summit, a lot of participants raised insights and concerns for how AI is impacting retailers selling healthcare products. So, we’ll cover that a bit here. First, let me say, it is also worth noting that for a dentist making a living by servicing dental implants, that is also their “product.”
Publications and conversations expound on how the tedious task of manual testing can be done in a fraction of the time by including AI technology during testing of healthcare products. Incorporating AI augmentation in the quality assurance process is said to provide 20% improved results. 
The same goes when researching and testing your content ideas and drafts. AI can help to overcome challenges and speed up processes.
For healthcare products, it can perform advanced tasks that detect bugs and surface ways to resolve them. with enhanced results. ChatGPT is one tool used for deeper analysis. Your innovators and content writers can spend time being more creative and doing what only a human expert can do.
Improve AI datasets for content ideation
Improving your data samples that help with addressing content gaps that might be present in your original dataset. Another advantage of using AI in content ideation is its capacity to offer personalized content suggestions that are suitable to individual users.
AI can automate some tasks for content ideation and content briefing. It frees up marketers’ time to focus on more strategic work. We use it to guide creating content strategies that resonates best with the target audience and that will perform well in search engine rankings.
Hubspot reports that over 80% of marketers already expect to integrate some aspects of AI into their content marketing activities in 2024. So early adoption is becoming more crucial. Integrating AI can streamline your content operations – if it has proper oversite. 
The House Administrative Office surveyed 150 offices and learned that the most popular AI use is “producing that first draft and then giving it to a human to go from there,” according to John Clocker, the Deputy Chief Administrative Officer of the House.
Initial content drafts informed by AI are a great way of taking advantage of the technology’s ability to generate language. “If you have writer’s block, it’s going to get you over that writer’s block and it’s going to give you a good framework to actually customize in the Member’s voice,” he says. 
Be sure to use organization schema markup to differentiate your business from others.
How to Avoid a “Pre-Packaged” Tone that Prompt Engineering Often Produces
- Apply a foundational knowledge in order to guide the AI.
- Use OpenAI to surface options that may help you articulate your expertise.
- Make sure the data feeding ChatGPT or Gemini is accurate.
- Refine your prompts to include the right constraints.
- Check content relevance.
- Check Facts and add supplemental, sourced factual content.
- Spot AI hallucinations.
- Make sure AI responses really serve your audience. You know them best.
- Assess the outlook of each AI influenced content piece for alignment with your current web pages.
- Rely on expert human experience when creating custom GPTs.
- Rely on expert human experience when trying to scale out your prompt.
- Be aware that Generative AI’s memory is session based.
- Apply your personal expertise to add the human tone.
- Refine content chunks, “fraggles”, for relevancy in informational SERPs.
- Evaluate your content similarity score for how well it may work with Google Entity Search.
- After publication, pay attention to what is happening on the SERPs.
People search often for information about medical conditions. When the query relates to a health issue, the AI populated Medical Knowledge Graph response can be one that your surface in.
How Healthcare Websites Can Use AI Tools
Healthcare organizations use of AI Question Answering content requires skill and tools
- Process improvement.
- Build integrated marketing strategies.
- Creating new text suggestions and supplemental image content.
- Discovering trends and gaining insights from data.
- Summarize documents and SEO reports for faster decision-making.
- Automating business solutions and internal processes.
Every day, for example, people with a cold or new pain often use search for answers. A conversational AI chatbot can respond to some basic questions that help someone decide if they need to see a doctor. You can set up FAQs in your Google Business Profile that can function like this. That way, your business is helping them determine if they are probably going to be fine or not.
A Healthcare Entity’s Google Business Profile is huge way to provide AI-trained search signals that demonstrate the human essence of your business practice and services. Many distracting signals on the web compete, this is one you directly feed for accuracy.
A few AI tools we use
Foremost, we use Google Cloud, such as its Natural language API for many assessments. We use LLMs for ideation, BARD (great for summarizing), ChatGPT ( is a knowledgeable system), Grok AI (consumer sentiment tracking) , Claude, etc. We like to use more than one for an AI-edited draft before passing on a content brief to our writers.
GPT for Sheets is a great extension and can be used with Google Docs. Transcripts are useful as ChatGPT’s guardrails.
Risks Healthcare Companies Face Using Generative AI
A danger of people depending on AI to educate themselves is that it depends on the knowledge base that it sources from. This is often the global internet, which has a lot of inaccurate, outdated, or misleading answers.
Nirvana, a full stack codesigned AI solution, sold to Intel and shut down until decided that Habana AI models’ solutions for healthcare is a safer choice. UK AI Summit conversations surfaced concerns of higher fabricator capacity online. The intense competitive dynamics of the AI healthcare market make it extremely challenging for smaller healthcare business entities to get off the ground. 
“We were also worried that some of these barriers create risks that the cloud market might concentrate even further towards the market that peters. And particularly that they make it difficult for small cloud providers and challengers to really go up against those that are already established. It makes it more difficult for those challengers to start building their customer base and to start gaining that skill that you need in cloud to be a more direct competitor in the market, or at least threatened to become a more direct competitor.” – FTC Tech & AI Summit, 1-25-2024, “AI: Exposed to a Vast Risk Spectrum”
A call for governance amidst the rise of AI in healthcare answers
As the New York AI court case highlights, deciphering “fair use material” can be challenging. Although there is a significant amount of fair use material on the web, much of which can be reused for commercial or content creations purposes, it requires human expertise for the best applications. Some material Generative AI tools use in open source; however, much is not. This is where the risks begin to form.
OpenAI and all AI model creators benefit from a more unified, joint approach to the governance of such powerful platforms that have the ability to influence so many people, especially when it comes to their health and well-being. Healthcare sites, in particular, need clearly defined intent, use cases, fact checks, and governance in place.
Monitoring healthcare’s responsible use of LLMs & AI
In April 2023, Google announced Med-PaLM 2, its medically-tuned version of PaLM 2. Now in 2024, it continues to advance this medical technology to share with more customers. Google’s Med-PaLM 2 supports HIPAA compliance for use in the healthcare and life sciences industry.
“Working with healthcare organizations to trial new generative AI solutions is a critical step toward building safe and helpful AI technology. Their feedback and insight are crucial as we continue using generative AI to help more organizations transform patient care.” – Google 
By embracing responsible use of AI, you have the opportunity both to modernize and speed up your content generation. Additionally, you can deepen your connection with people who may be searching for a service like yours.
Pick-Up for healthcare content requires great content paired with a smart strategy
Persistence will pay off. As with acquiring all new skills, errors are part of the learning process.
Google’s emerging Search Generative Experience (SGE) is already indicating a significant impact on healthcare sites. Reportedly, SGE impacting 76% of queries. Some are surprised to learn that healthcare is at the top of the list of queries which come under what Google considers as Your Money or Your Life or YMYL type queries. While “finance” sites also are in the YMYL category, the SGE only impacts 17% of financial related queries. 
Your healthcare AI use may grow with time. This comment below provides a glimpse into your many opportunities.
“From Gmail AI-powered writing features to Google Maps AI for up-to-date traffic information, our goal is to organize the world’s information and make it universally accessible and useful. Google’s AI policy agenda is to unlock economic opportunity, to promote responsibility and to enhance global security” – Jan Antonaros from Google 
Medical (Google) natural language processing is already proving to be very effective and holds much promise. Let’s circle back to the US White House policy and the FTC’s role.
“First, we are squarely focused on how business models drive incentives. Just as we’ve seen behavioral advertising fuel the endless collection of user data, model training is emerging as another feature that could further incentivize surveillance.
The FTC’s work has made clear that these business incentives cannot justify violations of the law. To refine your algorithm cannot come at the expense of people’s privacy or security, and privileged access to customer’s data cannot be used to undermine competition.
We’re focused on crafting effective remedies that address the underlying business incentives, and also establish bright-line rules on the development use and management of AI inputs. The FTC is making clear that some data is simply off the table for training models” – AI in Healthcare Research and Connected Commerce Council 
Resources for your tech policy & AI creation policy
Creating an effective AI policy entails more than just understanding the technology and its potential. Creating a framework that outlines your directives and safeguards can assist your content writers and marketing tactics when deploying these technologies.
The web is much used for finding answers to healthcare questions. We can help you make the most of these opportunities.
- White House Executive Order on Safe, Secure, and Trustworthy Artificial Intelligence
- AI.gov: Making AI Work for the American People
- SBE Council AI Report
The exciting and explosive growth of AI seems to have nothing stopping it. We are highly involved in how to maintain organization and author authenticity, trustworthiness and expertise while leveraging the generative capabilities of AI.
SUMMARY: Anticipate More AI Developments Specifically for Healthcare Use
Hill Web Marketing continues observing the outcomes of ongoing market studies into the nature and extent of competition in cloud infrastructure services. We help healthcare clients avoid what may be considered as deceptive marketing using large language models interactive AI.
The vast amount of healthcare content being created daily makes it challenging to create something that makes a difference to your bottom lines.
We can help you Publish Content that Actually Converts
 FTC Tech AI Summit, Jan 2024,
 Dennis Thompson, ‘AI Gets High Marks From Doctors in Answering Medical Questions,” Oct 2023, https://www.healthday.com/health-news/general-health/ai-and-medicine-2665762467.html
 Danny Goodwin, “Google SGE impact by industry and emerging features,” Jan 2024, https://searchengineland.com/google-sge-impact-industry-436613
 Kelly Lindenau, “New Salesforce Research: 51% Of Marketers Leverage Gen AI, But Majority Are Still In The Experimentation Phase,” Dec 2023, https://www.demandgenreport.com/features/industry-insights/new-salesforce-research-51-of-marketers-leverage-gen-ai-but-majority-are-still-in-the-experimentation-phase
 Jan Fowler Antonaros of US Federal Government Affairs and Public Policy at Google, https://www.linkedin.com/posts/jan-fowler-antonaros_a-policy-agenda-for-responsible-ai-progress-activity-7066482341027700737-guFk/
 “AI in Healthcare Quality Assurance: Shifting From Manual to Autonomous Testing,” https://digitalhealth.folio3.com/blog/ai-in-quality-assurance/
 Aashima Gupta, Global Director for Healthcare Strategy & Solutions, Google Cloud, “How 3 healthcare organizations are using generative AI,” Aug 2023, https://blog.google/technology/health/cloud-next-generative-ai-health/
 Tristen Taylor, “20 Artificial Intelligence Statistics that Marketers Need to Know,” May 2023, https://blog.hubspot.com/marketing/artificial-intelligence-stats