AI & innovation, SEO Strategy 02.10.25

How are HCPs searching, and are they using AI?

Summary

  • 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.

The importance of HCP Research in SEO

When developing an SEO strategy, it’s essential to have a data-driven understanding of the target audience’s search behaviour and the motivations behind their queries. Simply identifying high-level keywords and weaving them into copy is no longer enough. We also need to uncover the intent behind each keyword and recognise the type of user searching for these terms, enabling more precise targeting: for example, distinguishing between HCP and patient research.

How aware are HCPs of online medical resources?

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.

How often do HCPs use search in professional practice?

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.

More recent research from 2023 (2) found that 80% of healthcare professionals seek medical information at least weekly, most commonly to learn about medications and treatments. Looking specifically at the EU, a survey of 700 EU-5 physicians (3) found daily use of online professional information sources, with search engines the most common platform (68%), followed by dedicated medical websites and resources (23%). Notably, 62% of these physicians said that search engine results influenced their clinical decisions, highlighting the importance of ensuring accurate, reliable medical resources rank prominently in search.

Overall, it is evident that HCPs use online resources regularly, often weekly or more  and view them as valuable tools. This also underlines the need for such resources to be kept up to date, with clear publication and revision dates, so that HCPs can trust the accuracy and timeliness of the information they access.

How do HCPs search?

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

Do HCPs use AI, and how much do they use it?

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.

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.

HCPs and Search: Conclusion

This overview of HCP search behaviour provides valuable insights for shaping both the content and structure of online HCP resources. HCP SEO should be integrated into the very foundations of a website’s strategy, rather than treated as an afterthought, and a thorough understanding of your target audience and their search behaviours is essential.

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

We also have some helpful insights and research findings on HCPs and how they use search and new AI tools in our whitepaper ‘Why search is critical to success in pharma marketing’. Download the whitepaper to discover more about why search is now a vital touchpoint in healthcare and pharma, shaping how patients and HCPs find, trust and engage with your brand.

Why search is critical to success in pharma marketing
Jordana
02.10.25 Article by: Jordana, Search Marketing Executive More articles by Jordana

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References

(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.

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