7 Key Trends Shaping Healthcare Marketing (And How to Adapt)

As patients turn to AI-driven search, social media, and more to find information about their care options, how can your healthcare organization adapt to meet them where they are?

Below, a panel of Yext experts shares digital strategy shifts you can incorporate to attract, engage, and convert today's digital-first patients. Meet our panelists:

• Adam Abernathy, our Sr. Director of Applied Technologies, is focused on AI and digital transformation in healthcare.

• Wilhelmina Ryith, a Strategic Advisor for Healthcare Enterprise Accounts, specializes in patient experience and digital reputation management.

• Nick Sanchez, our Senior Manager of Corporate Development and Strategic Partnerships, has deep expertise in healthcare search and data-driven marketing.

Here are the top takeaways from Yext's expert panel.

What's happening: As tools like ChatGPT and Google Gemini transform how patients search for healthcare, it's no longer enough to think about optimizing for traditional search engines.

"AI usage in the United States is expected to surge to 116.9 million users in 2025, meaning more than a third of the U.S. population will be using it," Adam explained. "And a good number of Millennials and Gen Z are already using ChatGPT as their primary search method."

How to adapt: Optimize your content for AI-driven search by focusing on natural language, structured data, and answering common patient questions.

Wilhelmina explained: "A majority of traffic to hospital and health system websites comes from organic search, where patients are asking complex, conversational questions. Organizations must structure their content in a way that clearly answers natural, question-based search queries."

What's happening: Nick explained that reviews, social media interactions, and user-generated content significantly impact search engine rankings and AI-generated results. He said, "AI scrubs all of these different places, not just Google reviews."

How to adapt: Monitor reviews regularly, respond authentically, and make sure your organization's digital presence remains active and positive to develop a competitive edge.

Wilhelmina said that while many healthcare organizations are hesitant about engaging with reviews, "...what we're finding is that responding isn't just important for SEO; it also creates a better patient experience. Acknowledging and addressing feedback builds trust."

What's happening: "Content is no longer king — it's the emperor," Nick stated. AI systems don't just rank websites; they analyze unstructured data like images, videos, and long-form text. "The scale of content that is now indexable and understandable by machines is so high that organizations must rethink how they present information."

How to adapt: Make sure your content strategy is comprehensive, widely applied, and includes both structured data (schema, listings) and unstructured content (videos, social posts, images). And make sure all stakeholders are aligned.

Wilhelmina pointed out that internal silos can hinder success: "Many healthcare organizations have separate teams managing website content, social media, and listings. The ones who succeed in this AI-driven era will be the ones who bring these teams together to align their data strategies."

What's happening: Healthcare search habits vary widely by age group. While Baby Boomers may still rely on Google and phone calls, younger generations are turning to social media and AI-driven search tools to find providers and health. "Thirty-three percent of Gen Z uses TikTok as their healthcare source of truth to start their journey," Nick said.

How to adapt: A one-size-fits-all strategy no longer works. Rather, organizations must diversify their digital presence across traditional search engines, AI-driven platforms, and social media to meet patients where they are.

Wilhelmina added, "Gen Z's habits are already influencing older generations. We're seeing Millennials and Gen X adopting more AI-assisted search behaviors, meaning healthcare organizations need to be prepared for this shift across demographics." Nick and Adam added that these trends will continue to shift over time, but no matter the fad, having a strong data strategy in place plays a huge role in staying agile, visible, and competitive.

What's happening: "The top of the funnel is entirely upended right now," Adam said. Traditional metrics like impressions are becoming less relevant as AI-driven search tools change how patients find healthcare providers. "Impressions are becoming more and more irrelevant," he warned. "Organizations need to focus on measuring conversions, engagement, and direct interactions."

How to adapt: Move beyond impressions. Prioritize conversion-driven metrics like appointment bookings, website interactions, and patient engagement as key success metrics.

Wilhelmina suggested beginning with what you can control: "You can't dictate how AI-driven search engines surface information, but you can control the quality and consistency of your data. The more structured and comprehensive your information, the better your chances of being prioritized by AI."

What's happening: "As patients want more personalized healthcare, AI-powered tools will play a bigger role," Adam said. AI agents, including virtual assistants, diagnostic AI tools, and mental health support systems are already helping patients with scheduling, symptom checking, and chronic condition management. "We're seeing AI gain trust in areas like clinical decision support and virtual health assistance."

How to adapt: Explore how your healthcare organization can integrate AI-driven tools, — including but not limited to chat and virtual assistants — into your patient experience.

Wilhelmina says, "AI-powered assistants and chat tools will become more common in helping patients schedule appointments, find providers, and even manage chronic conditions. Organizations that implement these technologies early will gain a competitive advantage."

What's happening: Executives accustomed to impression-based KPIs need to rethink success metrics. "We have to start rethinking how we measure digital footprint," Adam advised. "It's not just about Google anymore." Instead, organizations should focus on structured data, brand trust, and conversion-driven strategies.

How to adapt: Find ways to demonstrate how AI-driven tools increase conversions – even as traditional impressions decline – then align digital strategies with business objectives to gain leadership buy-in.

Wilhelmina stressed the importance of cross-team collaboration: "Again, the teams managing reviews, social, and web strategy are often siloed. Breaking down these silos and creating unified strategies will help organizations navigate this AI-driven world more effectively."

Ryith summed it up: "The organizations that will win are the ones that see AI not as something happening to them, but as a tool they can use to supercharge their digital strategies."

Organizations that embrace AI-driven search, prioritize reputation management, and implement multi-channel engagement will thrive. Start optimizing your strategy today to prepare for the AI-driven future of healthcare marketing.