By Laura Hill
If you work in healthcare, health tech, biotech, or life sciences, Google’s latest AI updates aren’t just interesting—they’re potentially game-changing. At KNB Communications, we’re always watching how shifts in technology affect the way our clients communicate, market, and build relationships. And the changes Google just announced? They’re big.
Whether you’re a marketing director at a health tech startup or leading communications for a biotech firm, here’s what you need to know—and why it matters.
AI summaries will change how your content shows up in search
Google is expanding something called AI Overviews. Basically, instead of just linking to websites, Google’s AI will now summarize answers right on the search results page.
That means people might get what they need without ever visiting your site.
For companies that rely on educational content to build trust and awareness, this is a big shift. Your web pages need to be structured clearly and show off your authority if you want to show up in those summaries. It’s more important than ever to write content that’s helpful, evidence-based, and easy to understand.
If you’re not already optimizing for things like featured snippets and E-E-A-T (experience, expertise, authoritativeness, and trustworthiness), now’s the time.
For companies that rely on educational content to build trust and awareness, this is a big shift. Your web pages need to be structured clearly and show off your authority if you want to show up in those summaries. It’s more important than ever to write content that’s helpful, evidence-based, and easy to understand.
“What people suggest” is changing the voice of search
Google is also experimenting with something called “What People Suggest.” It surfaces user-generated content—people’s real stories and shared experiences—on certain health-related searches.
If you’re in healthcare marketing, you’ve probably noticed this trend already: peer voices carry a lot of weight.
People want to hear from others who’ve walked the same path, not just companies. So if you’re not already supporting or participating in online communities, this is a good nudge. Real reviews, patient stories, and community engagement aren’t just nice-to-haves—they’re becoming essential to digital visibility.
People want to hear from others who’ve walked the same path, not just companies. So if you’re not already supporting or participating in online communities, this is a good nudge. Real reviews, patient stories, and community engagement aren’t just nice-to-haves—they’re becoming essential to digital visibility.
Health Connect APIs open new doors for integration
Another update worth paying attention to: Google is rolling out new APIs for medical records through Health Connect. This could make it easier for developers to integrate data from multiple health apps into one place.
For health tech companies, this is a big opportunity. It opens the door to better patient experiences, cleaner data flows, and more meaningful insights. If your product relies on syncing with other health platforms or devices, these APIs could help you get there faster—and with less friction.
It’s also a reminder that the bar for digital health UX just keeps rising.
AI-powered tools could fast-track biotech and life sciences R+D
One of the more futuristic announcements? Google’s AI is now helping scientists dig through massive databases of research to generate new hypotheses. Think of it as a digital co-scientist.
For biotech and life sciences companies, this could help accelerate discovery, identify overlooked connections, or simply save time in the research process. And with the introduction of tools like TxGemma—open models that support drug discovery—the potential to streamline R&D workflows is growing fast.
If you’re in the business of innovation, these tools might become part of your toolkit sooner than you think.
What this means for B2B healthcare marketers
So, what does all this mean if you’re a healthcare marketer or communications leader? A few big takeaways:
- SEO is shifting. Your content needs to be more structured, helpful, and credible to stay visible.
- Community matters. User voices are being elevated. Make sure yours is part of the conversation.
- Integration is key. If your product plays in the digital health space, expect more demand for seamless connections.
- Innovation storytelling matters. If you’re doing cutting-edge work with AI, say so—clearly and confidently.
Final thoughts
At KNB Communications, we specialize in helping healthcare companies keep up with changes just like these—translating complex shifts in technology into communications strategies that drive results.
If these Google updates are raising questions about your current strategy, we’re here to help. Let’s talk about how you can stay ahead of the curve—and keep your audience engaged in an AI-driven world.
AI disclosure: In alignment with our commitment to transparency, we want to disclose that this blog post was substantially generated with the assistance of artificial intelligence technology. Our team of healthcare experts collaborates closely with AI to ensure accuracy and relevance for our valued readers in the health tech and life sciences sectors.
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