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.

Research shows that HCPs draw on a variety of sources for additional information (4), including input from peers, local guidelines, and both online and offline learning resources designed for HCPs. While online portals and educational platforms are clearly used, they are not always the first point of reference. Studies have also reported a limited understanding or awareness among HCPs of the full range of pathways to access published information (1). This suggests there is still work to be done in increasing general awareness of online medical resources, as well as promoting specific HCP-focused portals.

Multiple studies have shown that a significant proportion of HCPs use the internet several times a week for professional purposes, with many finding online learning materials particularly valuable. One study reported that 88.5% of HCPs search for medical information daily or several times per week (1). In addition, 92.6% of physicians and 87.6% of pharmacists reported using online resources for learning, education, and professional knowledge, with these resources widely regarded as effective and accurate. This indicates that online materials are trusted and valued by HCPs, with no strong bias against them.

Research into HCP search behaviour shows that they use search engines both for specific information and for educational purposes, often outside of standard working hours (Monday–Friday, 9am–5pm). This highlights the importance of making resources accessible online 24/7, for example via dedicated websites (5).

When it comes to search language, HCPs tend to use highly specific, technical terms. While patients are more likely to search using broad condition names, HCPs often employ long-tail, high-intent queries, such as condition names combined with technical modifiers (e.g. medication names, clinical guidelines, mechanisms of action) (6). Creating targeted landing pages and content that aligns with this technical language is essential for differentiating between patient and HCP intent, and for ensuring HCPs can access the specialist information they need.

In addition, HCPs place strong reliance on peer-reviewed journals and industry-specific platforms. Signals of authority, such as accreditations, contributions from industry experts, and other trust indicators, are therefore critical in establishing credibility.

Read more about how HCPs research online

Examining the impact of AI on search behaviour, around 84% of healthcare-related searches now trigger an AI overview, highlighting a significant opportunity area (7). A 2023 study (8) found that just over 10% of US healthcare professionals were already using AI, with nearly half expressing intentions to adopt it in the future. At the same time, 42% raised concerns around data privacy and emphasised a preference for human input when making clinical decisions, pointing to potential barriers to wider adoption.

By 2025, however, these numbers had risen sharply. A recent report (9) revealed that over half (51%) of HCPs now use AI in some capacity, demonstrating the rapid uptake of the technology and reinforcing the importance of ensuring site resources are structured so they can be accurately interpreted and cited by AI systems.

(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.