Generative search is set to redefine how consumers seek and engage with information. For marketers, it will fundamentally shift the paid and organic results structure, requiring a fresh look across the digital media and content landscape. For marketers in healthcare, patients have found a quicker shortcut to answers, accelerating to an on-ramp of self-diagnosis and treatment. How can providers compete?
At Brado, our working hypothesis is this: while brands will still need to navigate the market dynamics of PPC and SEO, the real opportunity lies in owning the user relationship beyond the search. But how?
First things first: What is Generative Search?
Generative search is a type of search engine technology that uses AI, particularly large language models (LLMs), to generate direct answers, summaries, or insights in response to user queries instead of just returning a list of links. Unlike traditional keyword-based search, which retrieve and rank web pages, generative search understands natural language and provides conversational or summarized responses to your question. Examples of this are found in Google’s Search Generative Experience (SGE), ChatGPT and Perplexity.
What is the current effect of Generative Search on PPC?
As AI-powered search engines provide more direct, contextualized answers within the results page, traditional PPC models—where brands bid to capture user intent at the moment of search—might become less effective and potentially, more expensive. Instead of continually re-acquiring the same users through paid search, the key to long-term efficiency will be offering users valuable an innovative brand experience and building an ongoing relationship.
For healthcare brands, this means shifting from a transactional acquisition model to a trusted engagement model. According to Kaufman Hall’s latest National Hospital Flash Report, hospital volumes across the US are projected to return to pre-pandemic levels in 2025. While most providers will rely on tried and true short-term tactics that traditionally secured this volume from competitors, it’s critical they also focus on the long game. By bringing users into a trusted ecosystem where they receive personalized, high-quality guidance from a reliable source, healthcare brands can create a sticky experience—one where users naturally return for ongoing support rather than defaulting back to Google.
Conversational AI represents the next frontier of personalized and accessible brand experiences.
Compounding significant shifts in the search landscape, the healthcare industry is at a critical inflection point. Providers face rising competition, declining patient loyalty, and a shortage of professionals — all in a margin-strained environment. Meanwhile, 88% of Americans struggle toaccess the right care at the right time, and over 70% want stronger relationships with their providers. It’s critical providers lean in to growing consumer demands a provide a differentiated brand experience to thrive in the new normal.
Brado’s Conversational Engagement platform does just that. Powered by insight-driven, generative AI, our platform applies deep understanding from patients, caregivers and practitioners across the healthcare journey to meet the evolving needs of customers and foster a unique brand experience. We do this by:
- Empowering the patient with personalized support: Offering 24/7, tailored assistance ensures consumers feel supported and valued throughout their journey.
- Anticipating needs with proactive guidance: Addresses relevant consumer challenges before they arise, providing timely, accurate guidance that reduces tension and stress.
- Inspiring confidence with trusted information: Trained by physicians in partnership with our clients, credible information is reliable, easy access and empowers consumers to make informed decisions, saving time, minimizing risk, and fostering peace of mind.
Brands can enjoy benefits to an improved approach to paid search that fuels consumer engagement efforts.
- Reduced Media Costs: Rather than repeatedly paying to “re-find” the same user through PPC, brands can invest in capturing the first engagement and driving organic retention.
- Higher Brand Affinity: When users associate Leah with credible, valuable answers, they are more likely to return directly instead of relying on generative search engines.
- SEO & Platform Authority: As search engines prioritize trusted, expert-driven content, platforms with strong user engagement and structured knowledge bases will benefit from higher organic visibility within AI-generated results.
- Leveraging our Client’s Existing Channels: By integrating the platform into existing patient touchpoints, such as appointment follow-ups, in-hospital QR codes, and provider referrals, we can convert in-person interactions into long-term digital engagement, ensuring patients turn to the platform instead of Google for ongoing healthcare guidance.
In short, the brands that win in this new landscape won’t just be the ones bidding for clicks—they’ll be the ones creating destinations worth returning to. By focusing on experience, trust, and retention, Brado’s Conversational AI Engagement platform can give healthcare brands the personal digital guide users turn to first, reducing dependency on paid media while strengthening long-term user relationships.
Reach out to Andy Parham to learn more.