Artificial intelligence (AI) is transforming how people search for information and engage with content, and that’s no exception in the healthcare space. With AI-powered tools like ChatGPT and Google’s Gemini curating answers from authoritative sources, earned media (think press coverage, expert citations, and organic mentions) has become even more important in establishing credibility and staying top of mind with your audience.
For organizations, this shift means healthcare PR strategy must evolve. Getting ahead of the AI curve is about becoming the go-to source that AI—and the humans who use it—turn to for reliable insights. Here’s how AI is changing the game and why garnering earned media should be at the core of your healthcare PR strategy.
AI is rewriting search behavior (and trust signals)
Traditional SEO has relied on keywords and backlinks. Today, AI search tools prioritize authoritative, well-sourced and informative content, often pulling directly from news articles, peer-reviewed studies and expert interviews. Google’s AI Overviews and ChatGPT frequently cite high-trusted sources like Fierce Healthcare or American Journal of Managed Care when answering healthcare-related queries.
For healthcare brands, two strategies can help you adapt to this change:
1. Prioritize earned media if you’re not doing so already
Being featured in trusted outlets like trade publications or academic journals doesn’t just build reputation, it directly boosts your visibility when AI tools generate answers that mention your brand.
2. Don’t underestimate the power of thought leadership
When executives contribute bylines, participate in interviews, or speak on industry panels, they’re not just sharing insights, they’re positioning themselves (and their organization) as go-to sources that AI platforms reference and amplify.
Prioritize credibility over clicks
Misinformation spreads fast and has serious consequences. The broad adoption of AI raises makes this even more true. As more people turn to this type of search method for quick answers, three realities emerge:
1. AI mirrors media bias
If your brand isn’t covered by reputable healthcare reporters, it won’t surface in AI summaries. Algorithms prioritize sources already deemed authoritative.
2. Earned media builds legitimacy
A single mention in Modern Healthcare can do more for long-term reputation than a paid ad campaign—these placements signal peer validation.
3. Credibility compounds
Each earned media mention makes future coverage more likely. Reporters (and AI) reference previously cited sources, creating a virtuous cycle of authority.
Three ways to future-proof your healthcare PR strategy
1. Get more out of your pitch
Not all news is created equal. While trending headlines grab short-term attention, evergreen content (topics that remain relevant for years) also have a place in your media calendar. For healthcare brands, this means identifying themes that:
- Address persistent industry challenges (clinician burnout, health equity gaps, prior authorization).
- Align with your organization’s expertise (e.g., if you specialize in rural care, focus on telehealth access barriers).
- Have natural hooks for AI and reporters (data-driven trends, regulatory shifts, or patient behavior changes).
Additionally, repurpose insights from earned media coverage—like stats, expert quotes, or case studies cited in press articles—into an FAQ section or blog on your website. By doing this, you’re answering the exact questions your audience is asking, both to AI tools and search engines, while using your media coverage as proof that you’re a trusted source. For example:
- Coverage: Your payer’s telehealth program is featured in Becker’s Hospital Review, highlighting a 40% increase in patient adherence.
- Repurposed FAQ: “Does telehealth improve patient outcomes?
According to Becker’s Hospital Review, one telehealth program increased treatment adherence by 40%—read the full study here.”
2. Become a source, not just a subject
To maximize your brand’s credibility in AI-driven searches, coach your executives to deliver data-driven interviews. Journalists and AI tools consistently prioritize sources who back their insights with studies, clinical evidence, or original research over those relying on generic messaging.
Also, actively monitoring the healthcare news cycle for trending issues allows your team to provide timely commentary. These “newsjacking” opportunities can lead to high-impact placements in outlets that AI tools cite.
3. Optimize for “AI visibility”
To tailor your healthcare PR strategy for AI visibility, it’s important to understand how algorithms evaluate content. If you collaborate with journalists to develop long-form, investigative pieces, know that AI tools surface in-depth reporting when answering complex healthcare queries.
In addition, analyze which healthcare publications and reporters appear most frequently in AI-generated answers (like Google’s AI Overviews or ChatGPT responses), and concentrate your media outreach on those high-impact outlets. This dual approach ensures your expertise gets amplified where both AI and your target audience are looking.
The bottom line
AI isn’t replacing PR—it’s raising the bar. In a world where algorithms decide credibility, healthcare brands must:
- Invest in earned mediathe foundation of their healthcare PR strategy.
- Align PR and SEOto dominate both human and AI search results.
- Act like a publisherby creating content so valuable that reporters and AI curate it.
At Activate Health, we have the expertise to help healthcare brands navigate this new landscape. Ready to transform your healthcare PR strategy for the future? Contact us.