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"AI reshapes the funnel: Rethinking SEM and omnichannel strategy in the new search era"

AI is disrupting healthcare search. Learn how to evolve your digital strategy, shift beyond SEM, and drive visibility in a zero-click, AI-driven world.

As AI reshapes search behavior, traditional SEM tactics alone no longer deliver the visibility or engagement healthcare marketers need. This guide explores how AI-generated answers — especially Google’s AI Overviews — are accelerating the decline of clicks, breaking down the performance funnel, and challenging outdated attribution models. Tailored for health systems, payers, and DTC providers, it offers actionable strategies to modernize your omnichannel approach: realigning KPIs, embracing offline digital media like CTV and DOOH, optimizing content for AI inclusion, and prioritizing brand-driven and high-intent queries. You’ll learn how to turn AI disruption into an opportunity for stronger consumer connections, smarter creative execution, and measurable impact across the full journey. In an era of zero-click search, success depends not on being found — but on being chosen.

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