MIAMI — Large language models and prompt-driven searches are transforming how consumers seek health information, but many healthcare marketers haven’t adjusted content strategies to appear in these new discovery environments.
“The way in which we search for content today is just evolving. When you think about how folks are leaning into LLMs and prompts to get really important information about maybe what they’re experiencing or what they just heard from their doctor, that’s creating an incredible opportunity for brands,” Gina Whelehan, group director for Strategy & Partnerships at Butler/Till, told Beet.TV contributor David Kaplan at POSSIBLE. “Marketers need to be really mindful about how they show up, that they actually show up in that content even.”
Healthcare professional workflows are also evolving through AI integration, requiring marketers to understand changing time allocation and interaction patterns within trusted systems.
Moments-based messaging
Healthcare marketing precision requires broader thinking beyond traditional demographic and prescription targeting toward understanding patient journey moments and contextual messaging delivery.
“Gone are the days where we have to be on target, so we’re very specific about demographics and prescriptions. We need to think more broadly about the places and spaces that these folks are in and when certain messaging is hitting them,” Whelehan said.
Upfront audience strategies must account for different patient journey stages and enable segmentation within larger audiences for customized reach and timing approaches.
Signal-based targeting replaces identity dependence
Privacy limitations drive healthcare marketers toward owned data strategies using prescription writing and diagnosis behaviors to create targeted healthcare professional (HCP) lists, while publishers provide content emotion and context signals within bidstreams.
“There’s such rich data that brands have access to in terms of understanding writing behaviors and diagnosis behaviors. They can take that type of owned data and turn it into target lists,” Whelehan said.
Publishers and data partners now release content-specific information about emotional context and consumer consumption patterns that enable meaningful engagement beyond traditional identity-specific targeting approaches.
Programmatic centralization
Complex patient journeys require programmatic-first approaches that centralize campaign data across publishers and inventory sources, enabling path-to-conversion analysis and optimization insights.
“A programmatic first approach allows us to access really important data, really important inventory so that we can centralize campaigns and activations,” Whelehan said. “Bridging all of that together in a centralized space allows us to see more from a path to conversion, which things work best together to drive a specific conversion.”
Custom marketplace curation becomes essential for healthcare-specific inventory and data aggregation within centralized optimization environments.
Speed creates opportunities
AI acceleration enables faster insight action and performance optimization while supporting modular content creation based on real-time signals and triggers for stronger brand performance.
Healthcare professional workflow changes within trusted systems require marketers to understand evolving time allocation patterns and adjust messaging strategies accordingly as AI integration continues developing.
“The speed in which things can get done is creating a lot of opportunity for us to take action faster on insights and performance,” Whelehan said. “It’s allowing us to get more creative, building out modular content based on real-time insights and signals and triggers.”
You’re watching “From Data to Decisions: Precision Marketing for More Meaningful Health Connections”, a Beet.TV Leadership Series at POSSIBLE 2026, presented by DeepIntent. For more videos from this summit, please visit this page.
