We’re officially more than halfway through 2026, and if I had to sum up what I've seen over the last six months in one sentence, it’s this: how people find and choose healthcare has completely changed.
Between conversational AI, shifting patient expectations, and ever-tightening privacy laws, the old marketing playbook just isn't cutting it anymore. Here is a look at what we're seeing on the ground right now, along with three predictions for where I think the industry is heading by the end of the year.

Patients are using AI instead of traditional search

For two decades, almost every patient journey I worked on started the exact same way: a Google search. Today, I'm watching patients bypass standard links altogether. They’re turning to conversational tools like ChatGPT, Perplexity, and Google’s AI Overviews to research health symptoms.
Patients aren't just clicking search links anymore. They're using AI to unpack their symptoms and find a specialist. That means page-one rankings don't cut it. We need to ensure our clinical information is clear, honest, and accessible enough that every individual gets reliable, accurate answers on their own terms. Patients are searching questions, health systems need to provide answers.

Real, simple videos beat expensive ads

As the year has progressed, I’ve noticed patients craving authentic human connection. With so much synthetic media floating around, high-budget commercials with slick production values actually feel a bit out of touch. Instead, the simplest content is winning.
Short, unscripted Q&A videos on platforms like YouTube Shorts and Instagram Reels are performing remarkably well. Patients are literally showing they don't want a polished script, as they are reminiscent of real doctors and nurses giving direct, simple answers in everyday language, with stumbles, natural pauses, and all. People yearn for authenticity, and while it may be considered “old school,” having an actual connection with people is remaining superior.

Strict privacy rules are changing how we track results

Proving marketing success has gotten a lot tougher. Under updated HHS guidelines on web tracking technologies, standard tools like Meta or Google tracking pixels can easily trigger HIPAA violations. We can no longer rely on simple web trackers to follow patients across the internet, forcing us to pivot toward secure, privacy-first analytics tools that protect patient trust above all else.
The silver lining? It’s forcing all of us to grow up as marketers. We’re ditching lazy tracking tactics and pivoting toward secure, privacy-first analytics platforms that protect patient data first and ask questions later. It makes attribution harder, sure, but building unshakeable patient trust is worth the extra legwork. We have to remember that the patient must always remain the top priority in everything we do.

Predictions for H2 2026

First, AI booking assistants will become more popular. AI isn't just going to help patients look up symptoms; it’s going to take over the calendar. Grand View Research recently found rapid acceleration in administrative AI adoption, and I expect that by Q4, secure AI helpers on clinic websites will routinely answer basic intake questions and book visits 24/7 without risking sensitive patient health data.
Second, doctors will become the primary face of practice marketing. As authentic video continues to outperform corporate ads, clinics will stop spending money on generic brand campaigns. Instead, they'll invest in empowering their own doctors and nurses to create short, helpful video content that builds real personal authority with potential patients.
Third, old-school ad retargeting will fade away entirely. Following past website visitors around the web with banner ads is becoming far too risky under strict privacy enforcement. In its place, I predict a complete shift toward intent-based search ads and direct, permission-based email and text communications that keep patient data strictly protected. Not to mention, who has even clicked on an ad in the last 2 years?
Succeeding in the second half of 2026 isn't about throwing money at ads. It’s about being visible where AI answers questions, sharing real human stories, and keeping patient data safe. The practices that win this year will be the ones that ditch the glossy corporate image and focus on what actually matters: building genuine trust.

The bottom line

Succeeding in the second half of 2026 isn't about running more ads. It’s about being visible in AI search, sharing real human content, and keeping patient data safe. The practices that win will be the ones that ditch glossy commercial spots and focus on building genuine trust at the #Nof1.

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