July 14, 2026
Fresh off the recent launch of GEOrge, GCI Health’s healthcare-specific generative engine optimization (GEO) tool, Joe Malunda, Executive Vice President, U.S. Digital Team & Operations Lead, explores how AI is fundamentally changing the way patients capture and comprehend health information online and what that means for healthcare companies in MM+M’s C-Suite Scripts column.
In the piece, Joe shares a deeply personal experience that many can relate to — navigating the overwhelming maze of online medical information to care for a loved one who’s been diagnosed with a serious disease. Today, that same frustrating search has shifted.
But could this shift actually democratize healthcare?
As Joe points out, large language models (LLMs) are breaking down the walls, providing access and interpretation of data in a way that’s easier for patients and loved ones to understand. However, to successfully reach stakeholders in this new landscape, healthcare marketers must be focused on driving GEO strategies to ensure credible content is front and center in AI search. While the experience of capturing health information online has been transformed, LLMs are essentially deciding what information is credible and authoritative.
“While AI might not be a universal cure for healthcare, it offers incredible potential that hits our sweet spot — communicating science-backed information to improve, and even save, lives by giving millions of people access to the answers they need to thrive,” writes Joe.
Read the full article in MM+M here.