Modern Healthcare Search: Comparing ChatGPT Search, Google Search, and Perplexity AI

Introduction

Recently, OpenAI released the ability for its latest ChatGPT model to search the internet. This sparked a thought in me as a healthcare website developer: how will this change the way patients shop for healthcare services? I decide to compare these options in a little test.

This analysis compares three distinct approaches to search:

1. ChatGPT Search (an AI company that added search)
2. Google Search (a search company that added AI)
3. Perplexity AI (a search company built on AI foundations)

Through a series of real-world healthcare scenarios, we’ll explore how these platforms differ in their approach to healthcare information delivery.

Note – You may be reading this in the future and the models have changed so please note the publish date.

Test Set Up:

I decided to try a bunch of different healthcare searches with a common generic search not in healthcare as a control to see if it treated healthcare any differently. I did log out of Google and use an incognito browser (not that it matters but I tried).

Important note – I prompt ChatGPT/Perplexity differently than I would Google so this may not be fair to Google. In this test I used the same prompt or search query but the user experience might differ as it’s used to different inputs. ChatGPT typically gets full sentences and Google doesn’t usually (unless you’re my parents).

Experiments

Pediatric Dentist Near Me

Prompt: My infant is starting to get old enough to need her first checkup with the pediatric dentist. I would like someone near me in Mesa, AZ with the best reviews.

Google Search
Fascinating that the AI overview is first and it recommended someone from Yelp – then it does the sponsored post.

Is it because that office puts the update date in the freaking title? That seems pretty manipulative but in a more interesting twist it looks like either Yelp put it there in their listing or the listing owner can put how they want the listing to show up in search results as it doesn’t show on the official Yelp listing. See below.

Official Yelp listing for those curious.

ChatGPT Search
4th recommendation down is the first organic one on google (non-AI, non-paid).

Just a giant list of practices with a basic blurb about them

Tangent: I got curious and asked: Who has an appointment the soonest?
It did not bring back anything useful but that doesn’t seem far off where someday it will index the online scheduling links but maybe I’m dreaming.

 

Tangent again – I cornered the AI and said it had to pick one. Fascinating result.

Perplexity AI

Best Mesa Optometrist (with insurance twist)

Prompt: Time for a new glasses subscription, where should I go? I live in Mesa, AZ and my insurance is with EyeMed.

Google Search
Didn’t understand the assignment that I don’t want to learn more about EyeMed, I just want to see providers that accept EyeMed insurance.

Then goes on to give me generic stuff. Do better, Google.

ChatGPT Search

Tangent – asked it to support local businesses – it removed Nationwide Vision. Interesting…

Perplexity AI

Urgent Appointment for my Cat

Prompt: I need an urgent appointment for my cat, she hasn’t eaten in days and doesn’t seem well. (Wanted to see if it would recommend emergency services or something)

Google Search

Gosh, the AI overview is just so useless in this case.

ChatGPT Search
The show of sympathy in the reply is interesting. I don’t think any others did that but maybe because I didn’t present any painful issues.

Still fascinating that none of the ChatGPT answers are on the Google organic search first page results.

Perplexity AI

 

Control – Non-healthcare Service

Prompt: I need to hire a plumber to replace my water heater in Mesa, AZ

Google Search
Classic Google ad billboard

Then FAQ’s that are just company listings which is interesting. Seems not very helpful.

ChatGPT Search
Interesting that it chose Thumbtack for the first 3 listings and then the last one is just directly to the company website.

Perplexity AI
I don’t mind this listing – Yelp is still the source of info which I’m not sure how to feel about. Is that because Google technically owns the Google review and can’t be used by other search engines or something? Or they don’t want to give them more credit than they need?

Synthesis

This comparison reveals distinct patterns in how AI and traditional search engines handle healthcare queries. Here are a few insights I noted throughout the process:

1. SEO is not dead. People are still searching even if the medium is different, and its more important than ever to have accurate info.
2. I think it’s fascinating that I can ask ChatGPT and Perplexity to clarify things, even on my phone in voice mode, unlike Google (Google provides an AI overview but at the time of writing you can’t interact with it).
3. In clarifying, I was able to make changes to the search nuance that were important to me that Google doesn’t typically pick up (or can’t). I can say things like “just pick the best one” or “I don’t want any national chains, I want a local company.”
4. After asking a few times, I wanted to know what search engine the AI used. It told me bing and google maps a few times – but that’s hard to verify. It would make sense with Microsoft’s billions of dollars poured into Open AI but who really knows…
5. ChatGPT Search consistently provides more contextual information and shows empathy in sensitive situations. It seems this is the better route for educational needs.
6. Google Search remains heavily influenced by sponsored content and traditional SEO practices. It is a true index of information that the user has to sort through. It does seem to excel in local business discovery over the other options.
7. Perplexity AI often strikes a balance between the two, offering detailed considerations while maintaining a focus on practical recommendations. I was impressed with the nice balance of practical recommendations and educational context.

Conclusion

For healthcare consumers, this evolution in search technology suggests a future where finding medical information and services might become more nuanced and personalized. Additionally, it gets me very curious about the website’s role in the search over the next 3-5 years. As these technologies continue to evolve, patients will likely benefit from using a combination of these tools, leveraging each platform’s unique strengths for different aspects of their healthcare journey.