As large language models (LLMs) such as ChatGPT and Google Gemini become increasingly prominent sources of information, healthcare organizations are facing new challenges in maintaining digital relevance. JPA Health reports that 80 percent of healthcare professionals now use LLMs to support clinical decision-making, signaling a shift in how information is accessed and trusted.
According to JPA Health, traditional measures of online success—such as web traffic and search engine rankings—are no longer sufficient. The organization advocates for a broader approach that includes LLM relevance and other engagement metrics. “At JPA Health, we see a shift from web visits as a primary success metric to a more nuanced approach where success means a healthy mix of visitors, LLM relevance, and other engagement metrics,” the company stated.
JPA Health emphasizes the importance of optimizing content for AI-driven platforms. Many industry materials have not been adapted for this environment, which can result in important information being missed by both professionals and patients. The firm leverages its expertise in healthcare professional engagement and advanced AI strategies to provide comprehensive search readiness across various topics.
The company recently completed a project with a pharmaceutical client aimed at tracking changes in online conversations following targeted content interventions. “The results were eye-opening. It wasn’t just our content that moved the needle. What truly shifted the narrative was elevating credible third-party sources. Some LLMs gave more weight to patient advocacy groups, while others leaned heavily on published research,” JPA Health reported.
This development reflects an evolution from established SEO practices like backlinking, where reputable sources linking back to a site improve its reputation score. Now, similar principles apply at the level of LLMs: amplifying trusted voices outside one’s own brand can influence how issues are discussed within these models.
JPA Health concludes that effective influence today requires moving beyond website traffic metrics toward fostering meaningful conversations that inspire change. “At JPA Health, we don’t just help clients join the conversation; we empower them to lead it, shaping the insights and knowledge that drive tomorrow’s biggest decisions – and creating the next generation of engagement legends.”
