How are HCPs searching, and are they using AI?

• 88% of HCPs search for medical information daily or weekly; over 50% already use AI tools in clinical workflows. It is important to meet HCPs where they are searching.
• HCPs report they use online resources for learning, education, and furthering their professional knowledge, and 62% report that information they find online has influenced their clinical decisions.
• ~84% of healthcare queries now trigger AI results – visibility here is critical to avoid exclusion from the “zero-click” future.

When creating an SEO strategy for a website, a data-driven and well-informed understanding of the target audience’s search behaviour and the motivations behind their search queries is of paramount importance. 

It is no longer enough to simply identify top-level target keywords and use these within copy; we need to also identify the intent behind each keyword and understand what kind of user will be searching using these terms to allow for better and more specific targeting – e.g. the separation of HCP versus patient research.

Research has shown that HCPs obtain additional information from a range of sources (4), such as from other HCPs and local guidelines, and learning resources aimed towards HCPs (both online and offline). It is clear that HCPs do make use of online portals and learning resources, but these may not always be the first-line resource. A lack of understanding or appreciation in HCPs of the range of pathways to obtain published information and knowledge has been reported (1), and there may still be work to be done in raising general awareness of the existence of online medical resources, alongside specific HCP portals.

Multiple studies have found that a large portion of HCPs use the internet multiple times a week for professional purposes, with many finding online learning materials particularly useful – with 88.5% of HCPS responding they search for medical information daily or several times per week (1). Furthermore, 92.6% of respondent physicians and 87.6% of respondent pharmacists use online resources for learning, education, and professional knowledge, and, furthermore, these resources were perceived as effective and accurate. This shows there is not implicit bias against online resources, and they are valued by HCPs. 

A more recent 2023 study (2) found that 80% of healthcare professionals look for medical information at least weekly, with many citing the primary reason as being to learn more about medications and treatments. Examining HCPs in the EU specifically, 700 surveyed EU-5 physicians (3) reported their daily use of online professional information sources. Search engines were the most prevalent platform used at 68%, and 23% used specific medical websites and resources. Of these physicians, 62% said that results from search engines influenced clinical decisions, and we can infer from this the importance of having accurate and reliable medical resources ranking well in search engines. It is clear that HCPs use online resources at least semi-regularly – weekly or multiple times a week – and therefore the value of online HCP resources is clear. 

Furthermore, due to the regularity in which HCPs access online resources, we must also reflect on the importance of having up-to-date resources, with clear dates published and updated so these HCPs can ensure the materials they are referring to are not outdated.

Examining the intent behind HCPs use of search engines, research has shown that HCPs use search for specific information and educational reasons, and also have been found to use search outside of working hours (defined as Monday-Friday, between 9am-5pm), highlighting the importance of having resources available online 24/7 (such as those hosted on websites) (5).

Further exploring the language and keywords used when searching online, HCPs have been found to use highly specific, technical language when searching for specific information online (6). Top-level queries such as condition names are more likely to be used by patients, whilst long-tail, high-intent keywords such as the condition name plus technical modifiers (e.g. specific medication names, clinical guidelines, mechanisms of action, etc.) are more likely to be used by HCPs. It is important, therefore, to create dedicated pages and landing content targeting this highly technical language to differentiate between patient and HCP intent and target materials towards HCPs specifically. It has also been found that HCPs rely heavily on peer-reviewed journals, and industry-specific platforms. Having accreditations, industry experts, and other authority signals are therefore very important to convey authority and expertise.

Read more about how HCPs research online

Exploring the impact of AI on users’ search behaviour, approximately 84% of healthcare searches now result in an AI overview, indicating a clear opportunity area (7). According to a 2023 study (8), over 10% of US healthcare professionals used AI, with nearly 50% stating their intentions to use AI in the future. However, 42% cited data privacy concerns and a preference for human interaction when making clinical decisions, indicating possible stunt areas for the growth of AI use.

An updated 2025 report from (9) reported an increase in these numbers, stating over half (51%) of HCPs reported using AI in some capacity – demonstrating the rapid adaptation of this technology, and the importance of having site resources able to be understood and cited by AI.

This report also mentioned five key areas where HCPs use AI; 

• clinical decision support and medical queries
• documentation and charting
• drafting communication
• prior authorisations
• research summaries. 

Of these areas, 42% of AI use was focused on clinical decision support and medical queries, highlighting the importance of AI as a tool in informing healthcare decisions, and the importance of having up to date, accurate, easily citable resources available.

This general overview of HCP search behaviour can be useful in informing the strategy behind the content included and set-up of online HCP resources.  HCP SEO has to be baked into the foundations of website structure and strategy, rather than added as an afterthought, and having a strong understanding of your target market and their search behaviours is invaluable.

If you need help optimising your website for the search behaviour of HCPs, get in touch with our expert team.

(1) Hermes-DeSantis, E.R., et al., 2021. Preferences for Accessing Medical Information in the Digital Age: Health Care Professional Survey. Journal of Medical Internet Research. Vol 23(6), pp.1-10.

(2) Wiley, 2023. The evolving content habits and preferences of HCP. Available from:

https://www.wiley.com/content/dam/wiley-dotcom/en/b2b/research/corporate-solutions/pdf/articles/FY24-HCP-survey-infographic.pdf, accessed September, 2025.

(3) DRG, Taking the Pulse Europe 2019 – Device use and information sources. 2019.

https://decisionresourcesgroup.com/report/ttpxeu0027-digital-taking-the-pulse-europe-2019/.

(4) McCartney, M., et al., 2024. Where do UK clinicians find information at the point of care? A pragmatic, exploratory study. BMC Primary Care, 23(376), pp.1-8.

(5)  Datapharm, 2024. What information do HCPs need from Pharma’s Medical Information teams? Available from: https://www.datapharm.com/resource-hub/webinar-hcp-search-behaviours-pharma-medical-information-mile-datapharm/, accessed September, 2025.

(6) Varn Health, 2025. Why search is critical to success in Healthcare and Pharma. Available from:

https://varnhealth.com/whitepaper/why-search-is-critical-to-success-in-pharma-marketing/, accessed September, 2025.

(7) Brightedge, 2025. The Ultimate Guide to Google AI Overviews. Available from: https://www.brightedge.com/ai-overviews, accessed

September, 2025.

(8) Tebra, 2023. Perceptions of AI in healthcare: What professionals and the public think. Available from

https://www.tebra.com/theintake/medical-deep-dives/tips-and-trends/research-perceptions-of-ai-in-healthcare, accessed September,

2025.

(9) Solli, 2025. The Rise of AI by HCPs: Insights from the Impiricus & CMI Media Group Frontlines Report. Available from

https://solli.global/the-rise-of-ai-use-by-hcps/, accessed September, 2025.