eMarketer – Healthcare and Pharma Marketers Rethink Search as AI Takes Hold

This new eMarketer article focuses on one of the buzziest sessions at our event Agility Philadelphia: Hype to Hope to Health last week. A panel of executives from Google, Reddit, Novo Nordisk, Genentech, and CMI Media Group explored how AI is actively transforming search, prioritizing conversions over traditional click metrics. AI is fundamentally reshaping search for healthcare and pharma marketers, shifting focus from clicks to conversions. While AI-generated responses are impacting traditional search click-through rates, smart marketers are leveraging AI tools like broad match and value-based bidding for better targeting and increased conversions. To thrive, ensure your content is high-quality and authoritative for AI visibility, and strategically diversify your media spend into channels like social media and Connected TV, especially as older demographics increasingly adopt streaming. Read the full article here.