Move Over ''Digital Front Door'', Make Way for the AI Front Door

For years, healthcare organizations have invested in building a “digital front door” through websites, apps, portals, search, and digital engagement strategies designed to guide patients and healthcare professionals towards the right information and services.

Generative AI is beginning to disrupt that model. Patients and HCPs are increasingly turning to tools such as ChatGPT and other AI interfaces to ask health questions, understand symptoms, explore treatments, and navigate increasingly complex healthcare information. Instead of searching through multiple sources, users can receive a synthesized answer in seconds, potentially changing where healthcare journeys begin and who influences them.

This shift raises important questions for healthcare organizations. As traditional search evolves towards AI-mediated discovery, approaches such as Generative Engine Optimization (GEO) are emerging alongside SEO. Pharma, providers, consumer health companies, and digital platforms must consider how their information is represented in AI-generated answers, how accuracy and trust are maintained, and what happens to brand and organizational visibility when an AI interface increasingly sits between them and their audience.

This roundtable brings together leaders across pharma, Big Tech, consumer health, digital health, and patient engagement to explore what happens when AI becomes healthcare’s new front door and how organizations should respond as discovery, engagement, and navigation move from search towards conversation.

Join us to discuss:

• How are generative AI tools changing the way patients and HCPs discover and interpret health information?

• Does GEO become as strategically important to healthcare organizations as SEO, and what does good GEO actually look like?

• How can organizations influence AI-generated information while protecting medical accuracy, transparency, and trust?

• What happens to patient and HCP relationships when an AI platform increasingly sits between healthcare organizations and the people they are trying to reach?