A new study from Lieberman, Inc. explores how generative AI is reshaping the way patients approach high-stakes health decisions. Published in Quirk’s Marketing Research Review (July/August 2026) and authored by Michelle Kirszner and Jennifer Francis, the article looks at how cancer patients are increasingly turning to AI tools to understand their diagnoses, interpret test results, and prepare for conversations with their doctors, often before they ever walk into the exam room.
Drawing on a mixed-method study among cancer patients and oncologists, the piece examines what it means for insights teams and healthcare providers when part of the decision-making journey now happens in conversations they cannot see.