The top 10 websites worldwide by total visits in May 2025 are unchanged from last month. ChatGPT secures its 5th place position.

When I first began focusing on the "patients turning to Google" problem years ago, the challenge was clear. Today, with the dominance of AI assistants like ChatGPT, Perplexity, and Gemini, the challenge has evolved into a full-blown crisis of trust for healthcare providers.

Reddit is tied with Mayo Clinic at 2.2%. Think about that for a second: random Reddit comments are being cited as frequently as one of the world's most prestigious medical institutions…If you needed serious medical advice, would you rather that information came from the Mayo Clinic, or from the Reddit thread that happened to be well-written enough for ChatGPT to cite? Source

We are no longer just competing with search engines; we are competing with the instant, conversational answers of AI. This reality demands more than just a better website. It demands a smarter, more empathetic strategy. It requires a deep, data-driven understanding of patient needs—the very foundation of Customer Relationship Management (CRM).

The role and importance of CRM and customers engagement strategies

The core issue is that a failure in patient-centric strategy (a CRM problem) is creating a content vacuum, which in turn allows misinformation (often amplified by AI) to thrive. The solution is to use CRM fundamentals to fix the core problem.

In the evolving landscape of pharmaceutical and consumer health brands, CRM is no longer just a retention engine—it is a core driver of omnichannel growth. For organizations managing high-value, trust-driven products like infant formulas, clinical nutrition, or hydration supplements, the ability to activate CRM across platforms like Amazon, Walmart, Instacart, and Google’s Performance Max (PMax) is now a competitive necessity.

Yet, two major threats are emerging:

1. AI-generated answers (e.g., ChatGPT, Gemini) are shaping consumer health decisions. Brands not optimized for Large Language Models (LLMs) risk losing visibility and influence.

2. Advertising platforms require stronger first-party data signals to train their AI models. Without a CRM strategy feeding clean, structured data, media spend will underperform or plateau.

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To scale efficiently, CRM must become the central nervous system of your digital commerce. I wrote an article stressing this point for retailers in my personal blog, now I want to take a chance to address it for healthcare professionals :

Optimize for AI Discovery via LLMs (ChatGPT, Gemini)

Use CRM insights to power content that LLMs can index and surface in health-related queries.

• Structure content based on top CRM questions and support interactions.

• Implement schema markup, plain language answers, and FAQ structures across content hubs

Turn CRM into a Consumer Intelligence Platform

Use Customer Data Platforms (CDPs) like Salesforce to unify behavioral, transactional, and lifecycle data into usable segments.

• Segment by life stage (e.g., new parents, chronic condition management, senior wellness), engagement levels, and purchase channels (Amazon, Instacart, DTC).

• These insights drive campaign eligibility, personalized messaging, and smarter product recommendations.

Align CRM with HCP Touchpoints to Drive Retail Action

Track healthcare professional engagement and sampling programs.

• Connect physician or clinic-driven awareness to consumer follow-up messaging.

• Use CRM to trigger local campaign flows such as “Recommended by providers in your area.”

Integrate eComm Feedback Loops into CRM Profiles

Enrich CRM with reviews, return behavior, and service feedback.

• Adjust recommendations or suppress problematic SKUs for users reporting poor satisfaction.

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The Trust Gap: Why Patients Look Elsewhere for Answers

Why do patients so often bypass the very organizations meant to care for them? The answer lies in a profound disconnect between what patients need and what healthcare platforms deliver. It begins with a broken user experience. When a person is anxious about a health concern, the last thing they want is a complex, jargon-filled website that’s difficult to navigate. They seek simplicity and speed, but are met with friction and frustration.

This is compounded by a lack of foresight into the patient's journey. Healthcare platforms rarely consider the full spectrum of a user's questions and interactions, leaving gaping holes in the information trail.

While industry regulations play a protective role, they cannot be blamed for the core failure: an inability to listen.

The modern patient wants clear, non-technical language and the relatable context that user-generated content often provides. By not delivering this, the healthcare industry itself is pushing users toward the very communities it cautions against.

The Authority Signal: Why Google’s Responsible AI Offers a Hopeful Path Forward

Despite the significant challenges posed by digital misinformation, there are clear signs of hope. For years, search engines like Google have been refining how they handle sensitive "Your Money or Your Life" (YMYL) queries, and we are now seeing this responsible approach extend into the age of AI. As the provided image for the query "help manage blood sugar levels" shows, the AI Overview doesn't turn to community forums for answers. Instead, it responsibly synthesizes information from the world's most trusted health authorities, such as the CDC, Mayo Clinic, and the American Heart Association.

While the technology isn't perfect, this serves as a powerful proof of concept: it is possible to leverage AI to prioritize expertise and deliver safe, reliable answers at scale. This shouldn't make healthcare organizations complacent; rather, it should inspire them. If a tech giant can build a framework to elevate authoritative content, then individual providers, armed with a deep understanding of their patients through CRM, can and must do the same to build the ultimate source of truth and win back patient trust for good.

May is Mental Health Awareness Month. This occasion has allowed me to once again validate the support that can be obtained from search engines on the subject of mental health. It must be admitted that Google has done a very good job when, for example, one searches for information on Mental Health Week, Google redirects them to government websites and credible sources.

However, as mentioned on numerous occasion, not all the people concerned by these issues are aware that, when they are experiencing a mental health disorder, the answers already exist on appropriate websites. The issue is getting access to these relavant websites.

For example, this year the theme of Mental Health Week was compassion  https://cmha.ca/mental-health-week/

If you type this query on google “mental health compassion” you can no longer find the authoritative and credible sites to help the population on top of google results pages

You will have to scroll down to find a few pages of the CMHA and then nothing more. This highlights the urgency for health professionals to implement good SEO practices.

Solving this situation is becoming urgent. Mental health remains a top concern for Canadians, as evidenced by continued high search volumes for related topics on search engines. But the quality of search results is lacking.

Key Points:

• Mental Health Awareness Month is an opportunity to highlight the importance of mental health and the resources available to support those in need.

• Search engines can be a valuable tool for finding information about mental health, but the quality of results can vary.

• It is important for mental health professionals to use good SEO practices to ensure that their websites are visible to those who need them.

• Canadians are increasingly searching for information about mental health online, but there is a need for more high-quality resources.

  Thank you for reading The Digital Patient. This post is public so feel free to share it.

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The google patient phenomenon

• 80% of internet users have searched for a health-related topic online, according to the Pew Research Center.

• Cyberchondria" affects about one in five hospital patients, escalating concerns about common symptoms based on online searches, notes the Journal of Medical Internet Research.

When looking at search interest for the last 5 years, mental health searches remains trendy.

1. High and Consistent Interest in Anxiety:

   • Anxiety consistently shows the highest search interest among the mental health topics throughout the period, indicating a significant and ongoing concern among Canadians.

2. Moderate Interest in Mental Health and Stress:

   • Mental health and stress have moderate and relatively stable interest levels, suggesting steady awareness and concern about these issues without significant spikes or declines.

3. Low but Stable Interest in Meditation and Compassion:

   • Meditation and compassion have the lowest search interest, with little variation over time. This may indicate a lower public focus or awareness on these topics compared to anxiety and mental health.

A detailed analysis of the “stress'“ searches in canada is revealing of an increasing public discourse about stress during this period since march 2023.

The “Google patient phenomenon” refers to the trend of individuals searching for medical information on the internet, often before consulting with a healthcare professional. This behavior has become so common that it has been given the name Cyberchondria, which is the condition of health anxiety induced by self-diagnosis on the internet.

Risks and Implications for Healthcare Professionals

Misdiagnosis and Increased Anxiety

Patients often come to consultations with specific ideas about what ails them, ideas rooted in online searches that may not be accurate. This misinformation can lead to unnecessary anxiety and a mismatch between their expectations and the doctor’s diagnosis.

Erosion of Trust

When a patient’s findings from the internet clash with a professional’s advice, it can undermine trust. This skepticism may cause patients to question their doctor’s expertise or seek second opinions, complicating their treatment.

Inefficient Consultations

Armed with extensive but not always accurate information, patients can prolong consultations as doctors spend time debunking myths and correcting misinterpretations. This not only strains resources but also affects the efficiency of medical practice. As we delve deeper into these challenges, understanding the influence of major search engines in shaping digital health information becomes crucial.

Strategies for Healthcare Professionals

1. Embrace the Informed Patient

Rather than viewing patient research as a hurdle, healthcare providers should see it as an opportunity to engage in richer, more informed dialogues. By directing patients to trustworthy sources and helping them interpret complex medical information, professionals can enhance patient understanding and collaborative decision-making.

2. Develop Digital Resources

Healthcare providers can contribute by creating or endorsing online content that adheres to the highest standards of accuracy. Establishing reliable digital resources helps ensure patients access dependable information which supports their health journey.

3. Train in Digital Competency

It’s also beneficial for healthcare professionals to boost their digital skills. Understanding how to interact effectively with tech-savvy patients and navigating online medical information are crucial skills in today’s digital age.

Overall, while Google provides a valuable resource for patient education and engagement, it also poses challenges that need to be managed through better patient-physician communication and validated online resources. The "Google Patient" is a reality of modern healthcare that is here to stay. Adapting to this shift by enhancing digital interactions and guiding patients toward accurate information not only improves the quality of care but also streamlines the healthcare delivery process.

While looking up symptoms online can be quick and easy, it’s important to note that self-diagnosing via the internet can often be inaccurate. Studies have shown that online symptom-checking websites and apps list the correct diagnosis first only about 36%of the time.

Therefore, while these tools can be helpful, they should be used cautiously and not replace professional medical advice. Even Google recognize the danger of misinformation online. They introduced  the "Google Medic Update" in August 2018. This significant algorithm adjustment aimed at enhancing the quality of information, especially for health and medical sites, prioritizing authority, expertise, and trustworthiness.

The initiative underscores the need for accurate, expert-verified medical information, which is essential for reducing misinformation and improving the foundation of healthcare consultations.

Of course we all know that, if you’re experiencing health concerns, it’s always best to consult with a healthcare provider who can offer a comprehensive evaluation and diagnosis. But we should recognize that people are intensively turning to search engines and chatbots to find answers.

Sources

Recent Insights Into Cyberchondria | Current Psychiatry Reports - Springer. https://link.springer.com/article/10.1007/s11920-020-01179-8

Self-esteem and cyberchondria: The mediation effects of health anxiety .... https://link.springer.com/article/10.1007/s12144-019-00216-x

Judging Online Health Misinformation: Effects of Cyberchondria and Age .... https://link.springer.com/chapter/10.1007/978-3-031-34866-2_22

Recent Insights Into Cyberchondria - Springer. https://link.springer.com/content/pdf/10.1007/s11920-020-01179-8.pdf.

We know that phones are everywhere, they're personal, they're with us all the time. So this is an opportunity to deliver health care to you in the situation.

Dr. Shivani Goyal

10 years ago, I had just arrived in Montreal. My intellectual curiosity was bubbling in this innovative and multicultural city. At that time, the best way to share knowledge was often through meetups, conferences, Ted talks, etc. There was a great energy in Montreal. The tech and startup community would gather and discuss various topics. I even remember hearing about Bitcoin for the first time during that period through the Bitcoin Embassy in Montreal. After several exchanges with some community members, I decided to organize a series of conferences on technology and social innovation. You may be familiar with the term 'Tech for Good.' Back then, my non-profit organization was part of this movement. While building my list of speakers, I came across Dr. Shivani Goyal. It was a revolution. Her approach taught us a lot at that time during the KWS13 conference I had organized at Concordia University. A few years later, internet users became mobile users. The mobile phone is our life companion. Now more than ever, the use of technology and design to support patients must be part of our practices.

Her approach is groundbreaking, as she leverages these digital platforms to redefine traditional research methodologies in diabetes. This patient-centered approach in research design is more than just inclusive; it's transformative. Dr. Goyal's vision extends beyond mere advancements in clinical trials. She is on a mission to 'revolutionize the whole research engine,' aiming to reshape the landscape of medical research by placing patients at its very core, thus accelerating progress towards more effective diabetes treatments and management strategies

For these reasons, I invite you to watch this video filled with examples of the launch of the Bant app.

In this video you will learn :

1. How does the user-centered design process contribute to the success of mHealth solutions?

2. What impact did the Banting system have on adolescents with Type 1 diabetes in terms of self-care?

3. How did the heart health app developed with the Heart and Stroke Foundation address the needs of the 18 to 35-year-old demographic?

Dr Shivani Goyal

Dr. Shivani Goyal1 (B.Eng, MASc, PhD) is a biomedical engineer and digital health innovator who is working to revolutionize the way we study, manage, and care for diabetes as described by the Royal Canadian insitute for science.

Dr. Shivani Goyal stands at the forefront of digital health innovation, particularly in the realm of diabetes care. As the co-founder of bant, an intuitive mobile application, she is directly contributing to the empowerment of adolescents with diabetes. This app is ingeniously designed to facilitate self-management of the condition, providing a crucial tool for daily diabetes care.

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Context & Insights

• Chronic diseases account for 60% of healthcare spending in Canada.

• One in three Canadians has one of the seven major chronic conditions.

• A study showed a 20% decrease in cardiovascular disease risk with a specific mHealth solution.

• In the Banting system, self-monitoring improved by 50% among adolescents with Type 1 diabetes.

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A few days ago, I experienced back pain when I got up from bed in the morning. I wasn't exactly sure why I had lower back pain. Indeed, I suspected that a specialist near me downtown montreal could help, but my first instinct was to go on Google and search for information about back pain.

An increasing number of people are turning to search engines for information about their diseases or health conditions. In the USA, for instance, there has been a significant surge in online interest, with searches for health-related queries rising by +21% compared to the previous year. This trend underscores the growing reliance on digital platforms for health information and guidance

As we navigate the digital revolution, the healthcare industry is at a pivotal crossroads. The growing reliance on digital sources for health information presents a unique opportunity and challenge: the need for expert-driven content in the digital health landscape.

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The Deterioration of Search Engine Reliability

The United States has witnessed a 25% increase in healthcare-related queries, a trend accelerated by the COVID-19 pandemic. This surge in online health information seeking behavior highlights the public's growing dependence on digital platforms for health guidance.

Marissa Mayer, former Yahoo CEO, pointed out in 2022 that the declining utility of Google Search is a reflection of the deteriorating quality of content on the internet. This phenomenon has resulted in search results that range from unhelpful to inaccurate. In response, users are increasingly turning to platforms like Reddit to find more reliable information. This trend underscores the pressing need for authoritative voices in the online health information space. Things are not going to change soon as describe din this recent study by a german group of experts.

our qualitative site content classification (see Table 1) shows that several spam domains are frequently among the top ranks, some with hundreds of links per page

The Influence of Social Media on Health Information

Platforms like TikTok have become hotbeds for health-related content. While these videos demonstrate public engagement with health topics, they often lack the expertise and depth required for accurate health education, leading to a proliferation of potentially harmful misinformation.

The Risks of Non-Expert Health Content

The rise of health content created by non-professionals poses significant risks. Misinformation can lead to inappropriate health decisions and overburden healthcare systems. This scenario emphasizes the need for more healthcare professionals to contribute their expertise to the digital space.

Empowering Healthcare Providers to Lead Online

Healthcare providers must step forward to counteract the flood of low-quality health information. By actively contributing to digital health platforms, they can ensure that accurate, reliable, and scientifically-backed information is readily available to guide public health decisions.

If you want to learn more about how to better support your patients using digital marketing tools, subscribe to my site. Each week, I will send you practical tools and answer your questions.

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