2026年值得关注的七大医疗趋势

Introduction Change is the standard in healthcare, but the scope and pace of that changeseem to be building as 2026 draws near. Disruptive new technologies,emerging market pressures, and an evolving policy landscape are presenting In this year’s edition of our annual forecast, we’re exploring the 2026healthcare trends that we believe will meaningfully impact the market: 1AI changes online search behavior and healthcare marketing strategies In each section, we’ll share insights and analysis from our extensive research—along with a number of takeaways from our own healthcare data and analytics—and uncover what these developments mean for patients, providers, and other Keep reading to learn about the 2026 healthcare trends you should be Written by: Alex CardSenior Content Writer Ethan PopowitzSenior Content Writer AI changes onlinesearch behavior andhealthcare marketing AI is reshaping healthcare online search, marketing, and patientengagement. Here’s how healthcare marketers should adapt their For more than 20 years, internet users relied on a relatively static process foracquiring information: Type a string of keywords into a search engine (such as“best Cleveland cardiologists”), then click through the sites listed in the top results Today, users can ask increasingly complex questions of Google, Bing, and other searchengines in plain language and receive conversational responses—of varying quality— Google’s AI Overviews, Microsoft’s Copilot, and conversational search engines likePerplexity and You.com are changing how consumers search for everything, fromrecipes to healthcare information. As consumer behavior changes in light of this In 2026, we expect successful healthcare marketing teams to employ new content,digital, and SEO strategies to meet the shifting demands of an increasingly online,AI-friendly consumer base. Before we explore those strategies, let’s take a look at Despite thevarying accuracy rates demonstratedby leading language models, AI search services arepopular among consumers across demographics.A report from Menlo Ventures found that61% of DESPITE ACCURACY CONCERNS, In May 2024, U.S. Google users began to seesomething new at the top of their search results: anAI-generated, plain-language summary of information Millennials are AI’s current power users, with 24%saying they use it daily. Gen Z and Gen X fall justbehind at 21% and 19% respectively, while just over Initially presented as the Search GenerativeExperience at the Google I/O conference a year prior,Google’s new AI Overviews (AIO) feature was among The Menlo Ventures report also found that employedadults (75%) and students (85%) are more likely to use First impressions were mixed. The conversational,chatbot-generated responses could be apparentlyaccurate and comprehensive, delivering faster answersto common questions than a traditional search AI tools are becoming the norm among consumerssearching for products and services, too. Around 58%of consumers are using gen AI for product/servicerecommendations in 2025, up from 25% in 2023, A report from the Pew Research Center found thatGoogle users click fewer linkswhen shown an AIOverview at the top of their search results. As more Around 58% of consumers areusing gen AI for product/servicerecommendations in 2025, up HOW TO OPTIMIZE YOUR HEALTHCARE Digital marketers are used to taking a reactiveapproach to strategy. Shifting algorithms, searchbehaviors, and browser capabilities have kept In the ensuing year-and-change, AI Overviews and itspeers should have grown more accurate with training,but it’s unclear to what degree. At the very least, these In that way, the rise of gen AI search results presentsa new—but not entirely unfamiliar—challenge tohealthcare marketers: Tailoring content to boost its For its part, Google’s AI seems to actually overstateits shortcomings. While a Mashable writer found thatthe service hallucinates roughly 1 in 5 searches, AI Partnering with organizations that are already trainingLLMs can get your information where it needs to be forchatbots and AI search tools to reference it. Considerhow your organization could provide informative This doesn’t mean neglecting traditional SEOpractices targeting search engine crawlers, but rather Most consumer-facing AI systems are trained1 on publicly available, high-authority content. Theyrely on logically structured, semantically clear, andconversationally presented information to generate Sharing unique data and insights in places frequentedby consumers and LLMs alike can help to establishyour brand as an authority and ensure your content To gain priority with these systems, healthcaremarketers should create accessible, indexable onlinecontent that’s easy for AI to read, complete withschema markup, clear headings and metadata, and WikipediaNewswires LinkedInReddit Write for an AI-informed audience Even if your content isn’t being cited by AI, Consumers engage with AI systems in a con