How to Target Your Patient Audience in the Age of Zero-Clicks

First Google drove organic results lower down on the SERP, favoring paid ads instead. Now Google’s AI Overviews, with their lab beaker icon, has taken over the top spot above paid ads. Creative content marketers are raising their game to compete for traffic.

// By Wendy Margolin //

If you’re like the vast majority of adults, you start with an internet search whenever you have a question about your health. In most cases, you don’t need to look further than that search environment to find your answer in an AI Overview.

As users, it’s convenient. As marketers, it’s a bulldozer leveling what’s taken years to build.

For years, hospital content marketing teams have responded to the billions of daily health and wellness searches by creating vast amounts of patient education content. Today, AI machines vacuum up all that human effort and effortlessly spit it back to users. The machine has already become so efficient that there’s less need to click through to read more.

Kirsten Lecky, EVP, Insights and Growth at WG Content

“When people are getting answers from AI Overviews within the search environment without ever having to click through to a website, we need new ways of creating valuable content,” says Kirsten Lecky, EVP, Insights and Growth at WG Content.

Healthcare organizations are responding to the age of zero-click with new, creative campaigns. In an August eHealthcare Strategy & Trends webinar, content marketers from Virtua Health, Providence, and Emory Healthcare shared how they’re adjusting their marketing and delivery to still reach consumers in the age of fewer clicks.

Read on to learn how predictive analytics, health journey content series, and immersive content are driving measurable results for these three major health systems.

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