The trend: We attended CMI Media Group’s “Hype to Hope to Health” event last week. Here are our top takeaways from the event.
Pharma and healthcare marketers came to a general consensus: While AI is fundamentally changing search, it’s not erasing it.
- Executives from Google, Reddit, Novo Nordisk, Genentech, and CMI discussed how AI is shifting the focus of search from clicks to conversions.
- Zero-click searches are becoming the norm, but the clicks that do make it to the website are from more qualified consumers, said Genentech’s Gozde Dinc, the company’s Director, Strategic Partnerships, Media & Innovation. She added “it’s not about the clicks, but more about what they do once they arrive and the valued actions.”
Zooming in: Specific AI tools like Google’s “broad match” or value-based bidding are contributing to better ad targeting and conversions.
- Genentech and Novo Nordisk both use “broad match” to improve targeting. For context: Broad match is a Google Ads’ targeting option that shows ads in searches related to a keyword, even if the exact words aren’t used.
- Novo also uses AI value-based bidding to figure out if users need more education or are ready to take a next step like getting a savings card or prescription. The result was a 10% increase in conversation rates, said Novo’s Tara Sparks, Paid and Earned Media Director.