Want to get in front of potential patients, clients or customers? It’s not just about Google ranking your website anymore.
The way people discover healthcare services is changing fast. Patients don’t just “Google it” anymore; they ask Siri, browse TikTok, scroll Instagram Reels or check YouTube.
Omni-channel AI optimisation or ‘LLM Seeding’ helps your brand gain visibility across the whole digital ecosystem, not just in search results. Being visible in the AI era means showing up across multiple platforms, formats, and channels consistently and accurately.
If your content is only on your website, you’re limiting your visibility. And, if your practice isn’t visible or misrepresented, you’re missing key opportunities to connect with patients before they even reach your website.
AI tools like Google’s AI Overviews, ChatGPT, Perplexity, and voice assistants are stepping in as digital gatekeepers, summarising answers, interpreting images, and serving this content to your potential patients.
Build a strong omnichannel content strategy
To meet patients where they are, your content needs to work across multiple platforms, each tailored to the way people engage on that channel.
Where to focus your efforts:
- Website: Your foundational home for in-depth, trustworthy healthcare content.
- YouTube: Ideal for patient education, FAQs, and showcasing procedures or consultations (especially for vision models). Video transcriptions are readily available, and these are vase sources of information for AI.
- Instagram and Facebook: Great for short-form tips, team intros, service highlights, and local community building.
- LinkedIn: A platform to build professional authority, especially useful for clinics with specialists or B2B services.
- Reddit and Niche Forums: If people are discussing your treatment space or location, join the conversation.
How does this relate to your marketing strategy? Think about how you repurpose your core content across channels. A blog post can become a YouTube script, a carousel on Instagram, and a short-form Reel or TikTok.
This not only builds trust and recall – it also feeds the AI ecosystems, pulling cross-platform data to generate answers.
Keep your content accurate, consistent, and aligned
One of the most important things you can do in an AI-powered world? Control your digital representation by keeping your content consistent.
That includes:
- Business names, services and practitioner titles.
- Opening hours, pricing and contact details.
- Tone of voice, messaging and clinical positioning.
Even minor inconsistencies can confuse AI models, or worse – patients. A mismatch between your website and your Facebook profile for example, could lower your trustworthiness in AI scoring systems.
Key platforms to align:
- Website
- Google Business Profile
- Social media bios
- Health directories (HotDoc, Healthshare, etc.)
- Press releases or media profiles
AI doesn’t rely on a single source; it aggregates. So make sure all paths lead to the same, accurate story about who you are and what you offer.
Optimise your multi-channel content for AI
To stay visible, your content needs to be optimised for AI. For starters, AI and voice assistants rely heavily on natural language processing. More patients are asking health questions out loud. AI assistants like Alexa, Siri, and Google Assistant pull answers from sites that sound conversational and natural. They answer conversational questions without jargon-heavy, keyword-stuffed content. This means your content must mirror how people talk, not just how they type.
Example:
╳ Antenatal care involves a series of consultations to monitor maternal and foetal health.
✓ What happens during antenatal care? You’ll have regular checkups to make sure you and your baby are doing well.
AI tools are increasingly acting as personal healthcare concierges. They summarise, recommend, and even make bookings on behalf of users. If your content isn’t answering their questions clearly, conversationally, and across different formats, it might not be featured at all.
Optimise with this checklist:
- Use language in your content copy that mirrors the way people speak.
- Include visual context and alt text in your images to support multimodal AI models.
- Ensure your site and off-site content (e.g. socials, videos) are consistent and AI-readable.
- Regularly check how AI tools represent your brand.
We cover optimising for the different multimodal AI models in more detail here: “Is your website AI-friendly? Top things to optimise”.
Add AI visibility to your tracking like you track SEO
Traditionally, SEO reporting focused on keyword rankings and click-throughs. But in the AI search era, mentions and citations carry more weight.
Start tracking:
- Where your brand appears in AI summaries (Google AI Overviews, Perplexity, ChatGPT, Gemini).
- Which platforms is your content being pulled from (web, social, video, etc.).
- AI citations or answer extractions from your content.
Build a prompt list to search your clinic or services in AI tools regularly, and record which content is surfaced. Over time, you’ll spot patterns in what gets picked up.
It’s not about obsessing over rankings; it’s about owning the narrative that AI is telling on your behalf.
Why this matters for healthcare marketing
In healthcare, trust and clarity are everything. Patients are already using AI tools to:
- Compare providers
- Understand conditions and treatments
- Book appointments
- Evaluate expertise
Ready to build a smarter, AI-friendly marketing strategy?
Your next steps:
- Be active across multiple content platforms.
- Repurpose high-value content to suit each channel.
- Optimise your website and your multi-channel content for AI.
- Keep your branding consistent everywhere you appear.
- Monitor and track your AI visibility.
Don’t have time for all of this? At Splice Marketing, we specialise in omnichannel content strategies designed for today’s search and tomorrow’s technology. Let us help you build visibility, trust, and engagement across every digital touchpoint.
