AI reshapes healthcare marketing strategies for 2027, Definitive Healthcare says
DH•Definitive Healthcare expects healthcare marketers to expand content and search strategies in 2027 as AI reshapes consumer engagement. A 2026 KFF poll found 29% of U.S. adults use AI for health information at least monthly, up from 17% in 2024; 44% lack confidence in identifying accurate AI-generated health information.
1. AI changes consumer engagement
Definitive Healthcare expects healthcare marketers to expand content and search strategies in 2027 as consumers increasingly use AI for health information. A 2026 KFF poll found 29% of U.S. adults use AI for health information at least monthly, compared with 17% in 2024.
2. Credibility concerns
The poll found 44% of adults lack confidence in distinguishing accurate AI-generated health information. Marketers face pressure to optimize content for AI citations while maintaining traditional search visibility and providing deeper, expert-backed information.
