The Growing Challenge of Digital Content Discoverability in Healthcare

The Rise of Zero-Click Searches

One major barrier to content discovery is Google’s increasing shift toward keeping users within its ecosystem. 60% of Google searches now end without a click to an external website. Instead, users get their answer on the page without clicking, or carry out another search.

Of the 40% of searches that do result in a click:

29% go to Google-owned platforms like YouTube
70% go to unpaid Google organic results
1% go to paid ads

This makes it harder than ever to drive HCP traffic to your website, even if your content ranks well.

AI Overviews Are Reducing Click-Through Rates Even Further

According to Search Engine Roundtable, Google's AI-generated search summaries are reducing click-through rates (CTR) even further:

Paid search CTR is 2.6 times lower when AI-generated summaries are present.
Organic search CTR is 6.2 times lower when AI-generated summaries are present.

This trend shows that both organic and paid search efforts are becoming less effective in driving website visits.

How Life Science Marketers Can Stay Ahead in a Changing Search Landscape

At SparkLife, we’ve seen firsthand how search and digital engagement are evolving, making it harder for life science companies to get their content in front of the right audience.

To stay ahead, here’s what you should focus on:

1. Optimise for Google’s Ecosystem and AI-Generated Results

SEO is more critical than ever – Google’s AI, Gemini, is increasingly citing sources, but only from high-authority sites. Following strong SEO practices will help ensure your content is featured.

YouTube is a major traffic driver – of the 40% of searches that result in a click, 29% go to Google-owned properties like YouTube. Prioritising video content and hosting it on YouTube can significantly improve visibility.

Demonstrating expertise is essential – AI-generated content is flooding search results, making credibility a key differentiator. Engaging Key Opinion Leaders (KOLs) in content and showcasing their authority will help boost trust and discoverability.

2. Invest in Social Media – 74% of HCPs Use It for Scientific Information

HCPs are increasingly turning to mainstream social media for education, with LinkedIn standing out as a particularly effective platform. However, organic posts on your company page won’t reach your audience efficiently—advertising is essential. In our experience, LinkedIn’s precise targeting makes it one of the best channels for engaging HCPs. A well-planned strategy can drive meaningful interactions and establish your brand as a trusted source of information.

As search and content discovery shift, life science marketers need to adapt. By optimising for AI-driven search, investing in video, and leveraging targeted social media strategies, you can ensure your content reaches and resonates with the right audience.

Blog references:

EPG, The Future of HCP Engagement (2023). https://epghealth.com/new-research-report-the-future-of-hcp-engagement-impact

https://sparktoro.com/blog/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360/