This digital shift is something we’ve talked about a lot because of its impact across industries – including healthcare. As healthcare marketers reassess their strategy and approach, here are the most relevant trends they should keep top of mind.
Consumer behavior is changing
Instead of immediately calling or visiting the doctor when in need of care, consumers are starting their health journey online. They rely on online search to understand symptoms, explore conditions and find treatment options. In fact, there are a staggering 70,000 health-related searches per minute, every day.1 This need for accessible information is an opportunity for healthcare companies to show their expertise and commitment to patients.
AI brings new challenges
AI tools like ChatGPT give consumers the chance to search for healthcare information in a more personalized and convenient way. Even when consumers use traditional search engines like Google, 63% of healthcare keywords are automatically triggering an AI overview.2 But AI-generated responses may be misleading or inaccurate. Healthcare companies must position themselves as trusted and credible sources for health information. As these companies build their marketing strategies, it’ll be critical to position content in an engaging way that stands out among those AI answers. But how? Recently, Google has shifted their algorithm to prioritize more human content, including relevant Reddit posts and articles attributed to an author (rather than just a company).3 Healthcare marketers can take advantage of this shift by elevating physician’s names within their content.
Content marketing is essential and versatile
For healthcare brands, content marketing is not only appealing to current patients but is essential in generating new leads. Having credible, relevant and high-quality content helps these companies stay relevant and meet consumers where they are online. It’s no surprise that 99% of healthcare companies surveyed by Semrush reported positive results from their content marketing efforts.3 Another advantage of content marketing is its versatility, including everything from blogs and emails to formal whitepapers and downloads. With a deep understanding of their audience, healthcare companies can determine the best “vehicles” for their content to shine.
With changing consumer behaviors and the rise of AI, it's clear that digital content is the future of healthcare marketing. Yet surprisingly, only 28% of healthcare marketers have a clearly defined strategy.4 If you’re a healthcare marketing leader ready to talk about building or enhancing your tactics, reach out and learn more about our collaborative approach.
1 https://nytlicensing.com/latest/trends/healthcare-marketing-stats/
2 https://medcitynews.com/2024/12/healthcare-marketing-key-trends-shaping-2025/
3 https://inblog.ai/blog/is-reddit-dominating-google-search-insights-into-the-shift-in-search-dynamics
4 https://nytlicensing.com/latest/methods/healthcare-content-marketing/
5 https://www.socalnewsgroup.com/2022/10/12/guide-healthcare-marketing-strategies-2/