FROM KOL MENTIONS TO AI VISIBILITY - How Healthcare Brands Build Trust in the Digital Age

In this insightful talk, Tea Nađ Župan, founder of sepiri.se and an experienced Online Reputation Manager and digital marketing expert, explains how the way we search, evaluate, and trust brands has fundamentally changed, from Yellow Pages, to Google, to AI-generated answers. With over 20 years of experience in digital marketing and brand management, working with companies like Hilton and Electrolux, Tea specializes in helping brands control their online reputation and visibility in the age of AI. The key question today is: Is your brand part of the answer? In this talk, she reveals: Why companies face a growing visibility gap in the AI era How AI systems interpret your brand through digital signals and context Why your brand may be misrepresented, or completely invisible, online You’ll learn how to: Build clinical, social, and algorithmic trust signals Use Key Opinion Leaders (KOLs) in a digital-first world Create “digital breadcrumbs” that improve visibility in AI tools like ChatGPT, Perplexity, and Google AI Position your brand with the right content, language, and comparisons This talk is essential for professionals in healthcare, medtech, B2B, and digital marketing who want to stay relevant and competitive in 2026 and beyond.