Can consumers, health plans, and donors find you? A couple years ago, it was easier to answer that question. Most provider organization executive teams had invested in a website with good search engine optimization (SEO), a solid content plan, and a social media strategy that kept them “top of mind” among the stakeholders that matter.

But the effectiveness of those traditional strategies is being challenged by AI-powered search tools (see Businesses That Rely On Google For Customers See Dramatic Drop In Traffic). And provider organizations that have relied on SEO as their success measure need to enhance their strategies—as they find that the search engines used by consumers and donors are increasingly using AI-powered tools.

Unlike traditional SEO, which helps consumers…