AI & innovation, SEO Strategy 19.02.26

The rise of AI-search usage amongst HCPs, and what that means for health communications

With the increasing popularity of AI as a search engine, we look into whether HCPs are currently using AI search tools in their professional lives and if so, what for? And what could this mean for pharma and healthcare brand content strategies moving forward?

Do HCPs use AI search tools in a professional capacity, and what do they use them for?

With 2026 set to be another seismic year in the world of healthcare marketing, we commissioned a study to get a better understanding of changing search behaviours amongst healthcare professionals (HCPs). 

Our research took 126 verified HCPs across a range of disciplines, from primary care to consultant specialists in oncology and dermatology, and asked them one simple question: do you use AI search tools in your professional lives?

Over half of verified HCPs answered yes, they are currently using AI-powered search, like ChatGPT, in some form in their role. A further 18% plan to start using them soon. This means nearly 7 in 10 HCPs surveyed are either using or actively considering AI search at work.

The reasons for turning to these new AI search tools ranged from seeking information on clinical guidelines, drug information and diagnostic support, through to accessing research reports, helpful articles and patient resources. Given how Google faced scrutiny at the start of 2026 following a Guardian investigation into misleading health-related AI Overviews, our research highlights how pharma and healthcare brands need to consider how your content is being shown, talked about, and surfaced within AI-powered search engines.

Who is driving AI-use amongst HCPs in a professional setting?

The survey also revealed over two-thirds of HCPs using AI search were under the age of 45 – the future leaders and decision-makers in healthcare have started to incorporate these tools in their professional work. 

Tom Vaughton, our CEO, reflected on the findings by emphasising the generational shift underpinning emerging search behaviours among healthcare professionals. Tom noted, “The next wave of AI adoption is heavily driven by the 25-34 age group. Adoption is not coming from the top down, but from the younger ranks up.” 

Giving these HCPs trusted information is essential for smoother patient journeys and better health outcomes, offering a market opportunity for ambitious pharma companies in 2026 and beyond.

What does this mean for brand visibility in an AI-powered clinical world?

In the current age of AI, it’s no longer enough to optimise for traditional SEO alone. Brands must now incorporate GEO (generative engine optimisation), which prioritises clear and accurate information that directly addresses a user’s search intent or query. 

No matter how many high-ranking keywords are present, if your content isn’t well-formatted or focused enough, AI crawlers may be unable to effectively parse through and pull out the information needed to answer specific queries. To improve visibility and your chances of being cited, the first step is understanding who the next generation of healthcare professionals are and why they’re searching.

Our research provides valuable insights into the critical shift in digital behaviour amongst the future wave of healthcare professionals. 

Download the report

What are the next steps for healthcare brands?

While the rapid evolution of HCP search behaviours may seem difficult to navigate at first, it offers a chance for pharma and healthcare brands to strengthen their online visibility and presence by future-proofing their digital and content strategies. But how can we do this? 

At Varn Health, we support organisations across the healthcare, pharma, and biotech sectors, combining deep industry knowledge with SEO and GEO (generative engine optimisation, or AI search optimisation) to make sure brands are found where and when consumers, patients and HCPs are searching. 

If you’d like to discuss how to adapt your digital and content strategies for AI search, get in touch with our expert team to start the conversation.   

Stephanie
19.02.26 Article by: Stephanie, Strategy Director More articles by Stephanie
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