SHSMD 2026
Your Website Has a New Job: Building Trust in the Age of AI Search
Monday, September 28, 2026
Building Trust in Healthcare AI Search at SHSMD 2026
Healthcare websites have long been a digital front door for patients looking for providers, services, and care options. But AI search is changing that journey. Patients may now encounter an AI-generated answer about a healthcare organization before they ever visit its website.
That raises a new question for healthcare marketers: Does AI understand your organization well enough to represent it accurately?
At SHSMD Connections 2026, the session Your Website Has a New Job: Building Trust in the Age of AI Search explored how the role of the healthcare website is evolving. Information about providers, specialties, services, locations, and expertise needs to be clear to patients and understandable to the systems that help them find care.
From Website Content to a Source of Truth
Structured data helps define the people, places, services, and relationships described across a healthcare website. When those facts are connected in a semantic data layer, AI systems have more context to interpret what an organization offers and how its providers and services relate to one another.
For healthcare organizations, the opportunity is to make the website a more reliable source of information for AI-powered discovery. Clear, connected information can help reduce ambiguity in how an organization is represented and support the trust patients need when making care decisions.
About the Speaker
Martha van Berkel is the co-founder and CEO of Schema App, an end-to-end Schema Markup solution provider based in Guelph, Ontario. She focuses on helping SEO teams globally understand the value of Schema Markup and how they can leverage Schema Markup to boost their SEO strategy and drive results.
Prior to Schema App, Martha was a Senior Manager at Cisco Systems for 14 years responsible for the global online support strategy. She has a degree in Applied Mathematics and Engineering, attended MIT for Innovation and Strategy, is a Mom of two, as well as an avid rower.
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