Healthcare systems and providers are entering 2026 with some continuing trends from 2025, such as consolidation and elevated patient expectations. In the new year, we are also likely to see a shift in online search behavior shaped by AI and short-form video content, and smaller health systems and practitioners struggling to compete in paid search and social because they aren’t able to maintain the budgets of larger medical consolidators that buy up doctors’ practices en masse.
In addition to word-of-mouth and personal recommendations, patients research healthcare providers or practitioners (HCPs) using multiple channels and tools before booking appointments. They compare reviews, watch videos, evaluate how easy it is to schedule care, and investigate the average time healthcare providers spend with each patient during visits. According to a study done by Healthgrades, “over 90% of patients consult reviews when searching for a doctor.” To remain competitive, healthcare providers must adopt strategies that match modern search habits, streamline digital experiences, and clearly communicate not only their clinical but also their patient service expertise.
We predict the following five strategies will help healthcare organizations improve patient acquisition and better support the way people evaluate and choose providers to care for them in 2026.
1. Prioritizing Local SEO and AI Search That Mirror Patient Behavior
Local search remains one of the most effective ways to connect with patients and caregivers of all ages actively looking for care. When someone searches “urgent care near me” or “dermatologist in [city],” healthcare providers with accurate and complete Google Business Profiles and detailed, dedicated location pages appear higher in search results. Patients rely heavily on online reviews, mobile search, and quick-loading websites to make decisions. Strengthening SEO helps health and wellness providers reach individuals where and when they’re evaluating care options.
Ranking highly in AI-generated search results is becoming just as important as traditional SEO. According to an Innovating with AITM survey reported, “83% of users prefer AI search over traditional Google searches.” As search platforms continue to prioritize AI-generated, summarized answers, healthcare providers must ensure their information is clear, structured, and easy to reference. In other words, it’s “AI search friendly.”
Partnering with a PR and digital healthcare marketing agency helps strengthen local SEO and improve how providers, hospitals, long-term care facilities, and healthcare systems appear in AI-driven search results.
2. Creating Short-Form Video That Builds Trust Through HCP Voices
Brief explanations of conditions, walk-throughs of procedures, “day in the life” clips of HCPs, and Q&As filmed by employees can help healthcare organizations build credibility and connect with patients and their families. Short-form video helps emotionalize the care a provider gives and conveys how their staff are committed to patient care, by accentuating the patient/provider relationship.
Content that features nurses and physicians is particularly influential because patients generally trust information delivered by these experts. Videos that feel natural (organic and unscripted) consistently outperform content from large production companies. This format remains one of the most powerful ways to communicate and establish rapport with people, even before they book an appointment.
3. Optimizing Healthcare Websites to Support Fast, Simple Booking
A provider’s website is a conversion tool that influences whether someone books an appointment or leaves the site dissatisfied or frustrated. Most patients prefer to schedule online, yet on many websites, the process is slow, confusing, or both. According to Experian, “89% of patients said they want to schedule their appointments online or using a mobile device, and 61% of patients would consider switching to a healthcare provider that offers a patient portal.”
Fast load times, mobile-friendly design, easy navigation, and clear, detailed service pages directly affect appointment volume. When a site is difficult to use and the user experience is poor, potential patients are often motivated to research another provider that makes scheduling and form completion easier.
4. Strategic Partnerships Expand Reach and Community Presence of Healthcare Providers
Collaborations with gyms, physical therapy centers, wellness programs, senior centers, and related service providers help health care organizations reach new audiences organically. These partnerships create more referrals, deepen community involvement, and position providers as part of a broader system of care.
Because these recommendations come from reliable, local sources, carefully selected partnerships frequently increase engagement more than stand-alone advertising. Referrals are the number one way healthcare practitioners attract new patients, particularly when recommendations come from trusted sources. When care options are introduced through an existing relationship, patients are more likely to move forward with confidence and spend less time comparing care options.
5. Healthcare Patient Personalization Using Predictive Analytics
Predictive analytics powered by AI helps health systems and IDNs better understand patient behavior, anticipate needs, and customize communications. By reviewing search behavior, appointment patterns, and past interactions, providers can share timely and relevant information to patients and their family members.
The National Institutes of Health conducted a study on the importance of personalization in healthcare and noted, “Patients are far more likely to engage when communication feels timely, relevant, and tailored to their specific needs rather than generic or one-size-fits-all.”
Improving Patient Acquisition for Healthcare Organizations in 2026
Healthcare marketing in 2026 will be shaped by how people search, evaluate, feel, and act when choosing providers. They’ll continue to read reviews, utilize AI search summaries, watch short videos, spend their time on user-friendly websites, and ask trusted sources for recommendations before making an appointment. These insights and strategies we’ve outlined support clearer communication and informed decision-making.
In the year to come, when healthcare organizations align their marketing with how people research and choose providers, they reduce confusion and build confidence among the primary stakeholders in healthcare delivery.
H2: National PR Agency Credentials
Rosica Communications is a national healthcare PR firm specializing in thought leadership, media relations, social media marketing, KOL programs, and crisis communications. As a trusted partner to hospitals, large physician practices, and health systems, Rosica helps clients elevate their key opinion leaders (KOLs) as expert media resources, strengthen their reputations, and build credibility with patients, providers, and caregivers.
To thoroughly measure PR and thought leadership programs, Rosica developed the most comprehensive PR and thought leadership measurement tool available today. The Thought Leadership Matrix™ assesses more than 20 indicators to benchmark influence and category/sector rankings over time.
Learn more by scheduling a call with Chris Rosica, CEO and president of Rosica Communications: https://calendly.com/rosica/30min.