Chris Boyer and Reed Smith explore how marketing and communications teams can adapt their digital content strategies for a future where search behavior is fragmenting and more patients are turning to generative AI tools like ChatGPT, Perplexity, and Bing Copilot instead of traditional search engines. They also discuss how AI models often cite structured, well-answered content from trusted sources and how to adapt the format and structure of content matter as much as the message.

Guest expert Martha Van Berkel, CEO and co-founder of SchemaApp, shares how health systems can use schema markup and structured data to improve visibility across emerging search platforms and which schema types have the highest impact for healthcare. If your digital team is still optimizing only for Google’s blue links, this conversation will help you prepare for the new reality where getting found means thinking beyond SEO, and building for a world where AI answers first.

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