The Power of Data in Search: How a Small Marketing Team Masters AI Overviews
The search landscape has changed dramatically now that AI-generated answers are featured at the top of search engine results pages. Do consumers trust what they find? How should health care organizations change their approach to content development? New research sheds light on some of the new dynamics.
// By Wendy Margolin //
Robbie Schneider, enterprise social media manager and content marketing leader at Franciscan Health, leads a small but mighty hospital team of three, managing social media, video, and blog content production. Despite its size as a 12-hospital health care system in Indiana, Franciscan Health shows up in multiple AI overviews, alongside Cleveland Clinic, WebMD, and Mayo Clinic.
In a session during eHealthcare Strategy & Trends’ December 2025 virtual summit, AI in Healthcare Marketing Week, Lacey Reichwald of Aha Media Group and Robbie Schneider of Franciscan Health unpacked what’s shifting in search behavior, what still drives trust, and how even a tiny content team can compete for visibility in AI Overviews.
Left to right: Lacey Reichwald, director of marketing, Aha Media Group; Robbie Schneider, Enterprise social media manager/content marketing leader, Franciscan Health
The core of their presentation was data from a national study of 1,000 U.S. health care consumers on how AI is shifting search behavior and how to market to consumers in this new era of search.
Schneider’s case study offers hope to hospital CMOs and editorial leaders that you don’t need a bigger team to thrive. You need better decisions, grounded in data, and content that’s easy for humans and machines to understand.
Continue reading for actionable tips on how to show up in search in an era of AI.