Healthcare doesn’t slow down. Here’s what’s worth your attention this week: a trend, an insight, a tactic, and an opinion. Designed to start your week sharp, in the time it takes to drink your first cup of coffee.
Trend: AI search is making PR essential again
Colin Hung, writing for Swaay.Health, argues that earned media is becoming increasingly important as AI search reshapes digital marketing. As AI search tools generate answers using multiple sources, they increasingly rely on verified, authoritative third-party coverage rather than company websites alone. For the past two decades, healthcare marketers have focused on building owned media. Now, being quoted, covered, and referenced by trusted outlets may be just as important for AI visibility as content published on a company’s own site.
Insight: 95% of your buyers aren’t in market, and lead generation ignores that
Alan Gonsenhauser, founder of Demand Revenue, shared with Swaay. Health that only about 5% of healthcare organizations are actively buying software or services at any given time. The other 95% are researching solutions and building the shortlist they will rely on when they enter the market, often 12 to 18 months later. Vendors focused only on short-term demand generation risk missing the majority of future buyers who are not ready to purchase today.
Opinion: Brand investment is a boardroom problem, not a marketing budget line
Gonsenhauser argues that brand awareness is a business challenge, not just a marketing challenge. Marketing teams cannot build long-term visibility without executive support and investment. When sales teams lose opportunities because buyers have never heard of the company, the issue is often not sales execution, but a lack of brand presence and awareness.
Tool: A lighter way into AI search visibility
Peec AI transforms raw AI search data into a prioritized list of actions, tracking visibility across ChatGPT, Google AI Mode and Overviews, Microsoft Copilot, Perplexity, Gemini, Grok, Claude, Meta AI, and DeepSeek, with plans starting around $100/month. It offers a practical starting point for teams looking to understand their AI search presence before investing in a larger GEO strategy.
Full breakdowns and deeper dives at briviohealth.com.
