Patients are no longer just searching; they are asking. Consumers increasingly use AI-powered platforms such as ChatGPT, Google Gemini and Perplexity to ask complete questions in conversational language. Instead of typing “chiropractor Miami,” patients may ask, “What is the best nonsurgical treatment for sciatica?” or “Who helps pregnant women with low back pain near me? This shift represents one of the biggest changes in healthcare marketing since the rise of Google itself.
Less Medicine, More Surgery
The conventional paradigm for treating neck and back problems is medical treatment (usually drugs), and/or surgery. A recent study found a sharp decrease in medical treatment, but an alarming increase in surgery:
Hospital Admissions (per 100,000 adults) for Medically Treated and Surgically Treated Neck and Back Problems
| Medical Treatment | 1982 | 1987 | 1992 |
| Ontario | 242.8 | 180.2 | 117.1 |
| U.S. | 586.3 | 383.6 | 143.7 |
Surgically Treated
| Ontario | 72.1 | 72.4 | 82.3 |
| U.S. | 160.5 | 194.1 | 217.2 |
The researchers suggest that "higher admission rates for surgery in the U.S. may reflect a larger supply of surgical specialists and imaging units."
------------------ SOURCE: Lavis JN, Anderson GM, Taylor VM, Deyo RA, Bombardier C, Axcell T, Kreuter W. Trends in hospital use for mechanical neck and back problems in Ontario and the United States: discretionary care in different health care systems. Can Med Assoc J 1998;158:29-36.