Dr. Lakshmi Vaswani (MBBS, Dip Path, MBA) is a Healthcare Marketing & MedComms Consultant for leading national and international pharma & health companies.
Introduction :
Healthcare marketing used to be about visibility—rank high on Google, run a few ads, and patients would come. Now? It’s a battlefield. The digital space is overflowing with AI-generated content, paid ads are expensive, and social media algorithms keep shifting the goalposts.
If your strategy is still stuck in 2019, you’re already behind.
So, how do we stay ahead? Let’s talk about what actually works in 2025.
1. Beyond Traditional SEO
We’ve all optimised for Google. Keywords, backlinks, structured data—it was a numbers game. But here’s the problem: Patients aren’t scrolling through results anymore. They’re asking ChatGPT, Google’s Gemini, or voice assistants, “What are the best treatments for psoriasis?” And AI isn’t pulling up a page—it’s picking a direct answer. The question is- will it pick yours?
Enter Answer Engine Optimization (AEO).
Instead of writing for search engines, we need to write for AI models.
Instead of keyword stuffing, we need clear, structured, answer-driven content.
Instead of “The Best Protein Supplements of 2025,” we should be answering:
“What’s the best protein for post-workout recovery?”
“Is plant-based protein good for muscle gain?”
2. Thought Leadership > Paid Ads
Anyone can buy ads, but patients follow expertise. Thought leadership is no longer optional—it’s the currency of trust.
Which sounds more convincing?
“Get your eyes checked at our clinic today!”
“Why blurry vision isn’t always just age-related—and when to see an eye doctor.”
See the difference? The second one educates. It makes people come to you for insights. That’s how trust (and, eventually, appointments) are built.
If you’re a hospital, your doctors are your biggest influencers.
If you’re a medtech brand, your scientists should be leading discussions.
If you’re in pharma, your research team should be shaping the conversation.
Patients—and even B2B clients—search for experts, not ads. If people follow your knowledge, they’ll trust your brand.
3. Owning Your Audience: Stop Renting Eyeballs
A decade ago, brands built audiences on Facebook. Then, overnight, organic reach plummeted. The same thing is happening with Instagram, LinkedIn, and TikTok. Platforms control your visibility. One algorithm change, and your engagement tanks.
What’s the fix? Own your audience.
Email lists (yes, email still works—when done right).
Private communities (LinkedIn groups, patient forums, WhatsApp groups).
Content hubs (your website should be the go-to source, not just a brochure).
4. AI Can’t Tell Your Story. You Can.
Everyone’s using AI-generated content. But guess what? AI can’t tell real stories. Healthcare is all about stories.
Patients remember emotions, not statistics.
Instead of listing “Dry eye symptoms: redness, irritation, blurry vision,” try this:
“If your eyes burn after screen time, you might be dealing with dry eye. A few small changes—like blinking exercises and using a humidifier—can make a huge difference.”
5. Reddit May Be Your Secret Weapon.
We don’t talk about Reddit enough in healthcare marketing. But we should.
According to Sistrix, Reddit is now the third most visible domain on Google Search. Patients (and even doctors) are actively discussing health topics there. Yet, most healthcare brands ignore it.
Here’s how to use Reddit the right way:
Create posts in relevant subreddits (r/medicine, r/eyewear, r/AskDocs).
Host AMAs (Ask Me Anything)—e.g., “I’m an eye doctor specializing in dry eye—Ask me anything about screen fatigue.”
Answer real patient questions, not just promote services.
What not to do? Spam links. Reddit users hate self-promotion. Contribute first, and the visibility will follow.
6. Your Employees Are Your Best Influencers.
AI can generate content, but it can’t create authentic storytelling. Patients and providers connect with narratives, not robotic information dumps.
Research shows that 70% of purchasing decisions are emotionally driven. People remember feelings, not just facts.
A nurse sharing a “day in the life” reel will get more engagement than a polished hospital ad.
A doctor sharing a quick “what to do when your eyes feel dry” tip will get more trust than a corporate post.
A behind-the-scenes look at a new clinic launch will get more shares than a PR announcement.
People trust people. Employees have 10x more reach than company accounts. Give them a voice.
7.Personalization Is Here to Stay.
Every patient is unique. Every treatment should be too.
Personalised emails perform 3x better than generic campaigns.
Personalised content (based on conditions, past interactions) increases engagement.
Personalised recommendations (on websites, patient portals) boost conversions.
