The AI Search Reality Check: What Healthcare Leaders Need to Know, Measure, and Do Next
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Presented September 15, 2026
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Panelists:
Craig Blake, Healthcare Growth Executive and Industry Speaker, Amsive Health
Tim Shonsey, Vice President of Enterprise Marketing, Intermountain Health
Josh Squires, Director of AI Search, Amsive Health
Moderator:
Therese Lockemy, Founder and CEO, Inner Path Digital, L.L.C
Session Sponsor:
AI search is changing how patients ask questions, evaluate providers, and decide where to seek care. For health systems, that raises new questions about visibility, ownership, investment, and measurement. Are patients finding your organization in AI-generated answers? What can be measured today? And how do marketing leaders connect emerging signals to patient acquisition, growth, and ROI?
In this candid, interview-style conversation, leaders from Intermountain Health and Amsive Health will explore both the strategic and operational realities of adapting to AI-driven search. They will discuss how health systems can improve visibility and relevance across AI platforms, establish a baseline for measuring performance, and determine which signals can help demonstrate progress as traditional traffic and attribution models capture less of the patient journey.
The panel will also examine what AI search means inside a complex healthcare organization, including how teams align stakeholders, establish ownership and accountability, and evaluate investment while both the technology and its measurement models continue to evolve. Panelists will share what is working, what remains uncertain, and what healthcare marketers can realistically prioritize now.
You’ll learn:
- Understand how AI search is changing the way patients discover and evaluate healthcare.
- Determine where your organization appears, and does not appear, in AI-generated answers.
- Establish an AI visibility baseline and identify meaningful measures of progress.
- Understand where traditional search, website, and attribution metrics still provide value and where gaps are emerging.
- Connect AI visibility and patient intent to acquisition, growth, and broader business performance.
- Prioritize investment while measurement models and attribution continue to evolve.
- Build alignment and accountability across marketing, content, technology, analytics, and other key stakeholders.
- Reassess and update your marketing priorities as AI search continues to develop.
Panelists
Craig Blake
Healthcare Growth Executive and Industry Speaker
Amsive Health
Craig Blake helps healthcare organizations turn complex, regulated marketing challenges into measurable growth and stronger return on investment. With more than 30 years of experience, he works with payers and providers to improve patient and member acquisition, retention, lifetime value, and performance across the full marketing funnel.
His work focuses on helping healthcare leaders make more accountable investment decisions by connecting data intelligence, media, creative, and production into a unified growth strategy. Craig is a frequent speaker at SHSMD, The Health Management Academy, HMPS and Swaay.Health LIVE, where he shares practical perspectives grounded in the realities healthcare growth leaders face today.
Tim Shonsey
Vice President of Enterprise Marketing
Intermountain Health
Tim Shonsey, VP, Enterprise Marketing, Intermountain Health oversees service line marketing, digital advertising, media strategy and creative services. The health system includes 33 hospitals, a virtual hospital and over 400 clinics served by over 63,000 employees and a health plan with over 1 million members. Intermountain Health is the largest nonprofit health system in the Intermountain West serving patients and communities in Utah, Idaho, Nevada, Colorado, Montana and Wyoming. Prior to joining Intermountain, Tim was VP of Marketing at SCL Health (which merged into Intermountain Health) and worked in marketing, communications and public relations at Centura Health and Oncure Medical Corp.
Josh Squires
Director of AI Search
Amsive Health
Josh Squires brings over 17 years of search experience to his role as Director, AI Search at Amsive. He specializes in helping brands navigate the changing search landscape, with expertise spanning AI-driven discovery, technical SEO, content strategy, and brand authority. Josh helped establish the SEO practice at Tableau and regularly shares his perspective on how emerging search technologies are reshaping visibility and customer behavior. He combines technical depth with clear, practical guidance that helps brands prepare for what’s next.
Do you have valuable content that you'd like to get in front of decision makers at hospitals, health systems, and physician groups?