Is your content optimized for ChatGPT?
There’s a shift happening in how buyers research and choose HealthTech products. And it’s happening fast.
A year ago, a hospital CIO might have Googled: “Top remote patient monitoring platforms 2024”.
But today? They’re asking ChatGPT: “Which remote patient monitoring platforms are best for chronic condition management in rural populations?”
Depending on what content exists about your company, you might show up in the answer. Or you might not.
Whether or not your product appears will partially depend on the quality and quantity of your BOFU content.
What is BOFU content?
BOFU = Bottom of Funnel.
It’s the type of content you create for decision-ready buyers—the people comparing you to alternatives, building their shortlist, or asking legal and procurement to vet you. If you’re in a competitive HealthTech space, this is kind of content that earns trust and moves deals forward.
It’s about your product. Your approach. Your features. Your benefits.
BOFU pieces are not always flashy, but this is the stuff buyers are actively looking for—and tools like ChatGPT increasingly rely on to give accurate answers.
BOFU content includes:
- Product comparison pages
- Use-case-specific landing pages
- One-pagers and datasheets
- Buyer FAQs and evaluation guides
- Pricing explainers
- Case studies (with real metrics)
- Objection-handling blog posts
- “Why choose us over [X]” articles
- Security, compliance, and integration documentation
Why does BOFU matter now?
The way people search has changed.
Until very recently, search engines rewarded high-level, TOFU (top of funnel) content, which answered questions like “What is virtual care?” or “Why does interoperability matter?”
But now, large language models (LLMs) like ChatGPT and Gemini are trained to summarize content from your website. That means if your company is going to be mentioned in someone’s research phase, you need product-level content for LLMs to pull from.
No BOFU content? No mention.
If your potential clients can’t find clear, credible, bottom-of-funnel content from you, then they’ll go with the company that did show up. (Even if your product is better.)
Here’s a good place to start in the next two minutes: ask ChatGPT what it knows about your product. You might be surprised to find what’s missing. And then you can get to work filling those gaps.
About Me
Lauren McGill (NÉE Root)
WRITER | CONSULTANT | fCMO
I’m a Canadian freelance medical writer with 15 years of healthcare experience, helping SaaS providers, clinical research firms, regulatory agencies, and physicians tell impactful medical stories.
With a background in medical transcription and hands-on work in the ICU, palliative care, rehab, and ER, I bring real-world medical insight to my writing. Today, I help B2B healthtech companies makers of EMRs, digital front doors, research software, and digital care tools craft stories that drive sales.
Get your free playbook here
Sign up for my Newsletter
Get honest, thoughtful insights on marketing, writing, and strategy—straight from my desk to your inbox.
Stop waiting for “later.” Become the authority now.
Book a free discovery call, or send a message directly. Let’s talk about how to define your category and build your authority.