AI Overviews and large language models are answering patient questions before they ever reach a health system website — collapsing the traditional search funnel and eroding the web traffic marketing teams once counted on. Senior healthcare marketing leaders will discuss how they're adapting: restructuring content for AI readability, shifting success metrics from pageviews to high-intent conversion, and positioning their systems as trusted sources that AI tools will cite. Panelists will share what's working, what they've had to abandon, and how they're thinking about brand visibility as agentic AI begins to reshape the patient journey.