What’s Behind an AI Healthcare Answer?
Decode the sources LLMs surface for patient and HCPs
As patients and HCPs increasingly turn to AI with health questions, understanding which sources shape those answers is becoming critical for healthcare brands.
Our report brings together LLM citation data from over 3,000 prompts across five therapy areas to provide a deeper understanding of how LLMs source their answers to healthcare questions.
Most healthcare sources AI surfaces sit beyond brand-owned sites
Across both markets, institutional, academic and educational sources account for the vast majority of aggregated citation frequency. Brand and commercial sites make up a much smaller share; only 12-15% of sources cited are brand or commercial sites with the majority of citations coming from Institutional/Academic sites or Educational/Informational sites.
For HCP questions, AI keeps using the same sources
Across every therapy area we studied, AI consistently finds HCP information through established medical and academic sources. NIH.gov sits at the top, with citations in 97%-100% of HCP prompts across the five therapy areas we studied in both the US and UK markets.
YouTube dominates as a source across audiences and therapy areas
YouTube consistently surfaces across therapy areas, markets and audiences, often alongside established medical and academic sources.
While it appears more frequently for patient questions, its presence in HCP answers shows that video has a role beyond patient education.
Get the full insights
Download our report to get in-depth insights into what resources patients are after and how HCPs can use them to improve patient care.
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