March 24, 2026
Physicians Say 68% of Patients Have Refused or Questioned Treatment Based on Inaccurate Information Culled From AI Summaries, GCI Health Pulse Survey Reveals
GEOrge Helps Credible, Science-Backed Health Information Lead in AI Searches
GCI Health, a leading global health impact agency, today announced the launch of GEOrge, a healthcare-first, AI-powered generative engine optimization (GEO) capability that empowers healthcare companies and brands to own their narratives across the growing AI-generated health information landscape.
OpenAI estimates that 40 million people globally ask ChatGPT health-related questions each day. According to a Muck Rack report, the vast majority of AI search citations (94%) come from content and activities under the purview of communications and corporate affairs.
Blending GCI Health’s deep industry expertise, strategic human insight and proprietary AI tools, GEOrge proactively builds brand visibility within large language models (LLMs) and generative search platforms, helping companies discover, develop and define their position in this new environment.
“The shift to AI-driven health information means that millions of healthcare conversations are happening without the science-backed expertise and innovation of major healthcare companies,” said Joe Malunda, Executive Vice President, U.S. Digital Team and Operations Lead at GCI Health. “In this new environment, the need for healthcare companies to evolve their search engine optimization strategies to be the accurate answer patients and healthcare professionals find is urgent. With GEOrge, we’re empowering clients to lead, ensuring their trusted information is front and center.”
In a recent GCI Health pulse survey* of over 150 physicians, an overwhelming majority (90%) report that patients come to appointments having researched their condition or treatment using AI search. In addition, a staggering 68% report that inaccurate AI information has caused patients to question or refuse treatment, affirming the critical need for healthcare companies to take action to ensure credible information is captured through generative search.
GEOrge is an end-to-end offering that positions companies to thrive in a zero-click search landscape through:
- Landscape Discovery & Competitive Analysis: Full marketplace evaluation powered by GCI Health’s AI search tech stack and complemented by the company’s proprietary, custom-built GEOrge agent. Using quantitative and qualitative signals, GEOrge identifies competitive gaps and untapped opportunities, revealing where a brand is winning, where competitors dominate the conversation and where clients can lead.
- Content Strategy & Creation: From technical optimization of websites to thought leadership and earned media placements, GEOrge identifies the content types and channels most likely to surface in AI-generated search results. Custom AI personas specific to companies and brands’ needs help refine the strategy, ensuring content addresses the real questions patients and providers are asking.
- Measurement & Optimization: Continuous monitoring, competitive tracking and ongoing optimization through content adjustments ensure sustained success and help clients expand their authoritative position over time.
“AI is dramatically impacting health, offering patients and healthcare professionals unprecedented access to information,” said Kristin Cahill, Global CEO of GCI Health. “With the human insight of our health-centric teams and our industry-leading suite of artificial intelligence tools, healthcare organizations and brands are able to meet patients, caregivers and providers in generative search spaces with the trusted information they need.”
With the introduction of GEOrge, GCI Health’s Impact Intelligence Suite now offers even more robust capabilities for GEO. The custom-built suite of healthcare tools also includes the Misinformation Mitigation & Impact Solution (MMIS), co-designed by Burson and GCI Health, which plays a critical role in GEO by safeguarding against misinformation and disinformation in searches that can endanger public health and damage brand reputation. Additionally, GCI Health’s Media Impact methodology is essential for ensuring earned media strategies are optimally positioned to influence GEO. By focusing on consumption habits, credibility thresholds and catalyst potential, Media Impact strategically places earned media content to maximize its reach and impact within generative engine environments.
About GCI Health
GCI Health is the leading health impact agency built to realize the future of health. GCI Health leverages deep healthcare expertise, award-winning creativity and proprietary technology to create health impact through communications and engagements that change behavior and catalyze action. From molecules to the masses, GCI Health embraces the entire healthcare spectrum in every corner of the world, spanning North America, Europe, Asia-Pacific, the Middle East and India. GCI Health is a celebrated, highly respected healthcare agency, with industry honors that include PRWeek Best Place to Work, PRWeek Global International Agency of the Year, MM+M PR Agency of the Year, PRovoke Media Global Healthcare PR Agency of the Year and PRovoke Media Agency of the Decade. GCI Health is part of Burson, which is part of WPP (LSE/NYSE: WPP). Follow us at www.gcihealth.com and on LinkedIn and Instagram.
*GCI Health pulse survey fielded in February 2026 to 156 HCPs in the United States across specialties (GP, Dermatology, Endocrinology, Neurology, Cardiology and Oncology).