AI is becoming a key part of healthcare, supporting faster diagnosis and more personalised communication. But with public awareness still low, there’s a growing need for clear, trusted messaging. In this edition, we look at how AI is being adopted across the NHS, what it means for engagement, and highlight key platform updates from Google, Meta and LinkedIn that are shaping how health brands connect with audiences.
Digital Platform Shifts That Matter
Google Doubles Down on Healthcare Content Standards
Google’s April 2025 core update has reinforced its push for authoritative, trustworthy content, with continued impact on the healthcare sector. Sites with generic or AI-generated content, unclear authorship, or outdated advice have seen further declines in visibility.
In contrast, platforms that offer medically reviewed, experience-based content with clear attribution and user-friendly language are being rewarded. The update places strong emphasis on E-E-A-T principles, prioritising content that is accurate, transparent and genuinely helpful.
For healthcare marketers, the message is clear: invest in high-quality, expert-led content to protect and improve your organic performance.
Meta Faces Scrutiny Over End of Fact-Checking Policy
Meta’s recent decision to withdraw its third-party fact-checking policy has raised fresh concerns around misinformation and content integrity across its platforms. The move, criticised by its own Oversight Board, marks a shift away from proactive moderation at a time when harmful and misleading content continues to challenge public trust.
Without formal fact-checking mechanisms, posts containing false or inflammatory claims may now circulate with fewer checks, potentially impacting user safety and platform credibility. The change arrives as other platforms, such as Google, are doubling down on content quality and trustworthiness.
This underscores the growing need for organisations to uphold their own standards, ensuring all content is fact-checked, compliant and trustworthy.
LinkedIn Rolls Out Video Ads to Strengthen Brand Engagement
LinkedIn has introduced native video advertising across its platform, signalling a strategic move to deepen user engagement and expand promotional formats for B2B marketers. The rollout reflects growing demand for more immersive, visual content in professional contexts, where storytelling and brand differentiation are increasingly critical.
With video now playing a central role in digital communication, the update positions LinkedIn as a more competitive player among content-driven platforms. It also offers marketers new opportunities to reach decision-makers with richer messaging, tailored to intent and industry relevance.
Industry Trends:
How AI Is Changing Patient Communication
Healthcare providers are increasingly using artificial intelligence to deliver hyper-personalised patient experiences. By analysing data from electronic health records, wearable devices, and online interactions, they can tailor content and services to individual patient needs. For example, some clinics now use AI to send targeted reminders for vaccinations or wellness tips for managing chronic conditions, helping to boost engagement and support better health outcomes. The global market for AI in patient engagement is projected to grow from $7.67 billion in 2024 to $9.34 billion in 2025, reflecting a compound annual growth rate of 21.8%¹. As these technologies become more sophisticated and accessible, AI is set to become a vital tool not just in care delivery but also in shaping the way healthcare organisations communicate, educate and build trust with patients.
Video Content Drives Patient Engagement
Video content has become a pivotal tool in UK healthcare communication, enhancing patient education and engagement. A recent study indicates that 66% of healthcare organisations employ video content for patient education and engagement².
The NHS has effectively utilised video content to disseminate information, provide patient testimonials, and conduct live Q&A sessions, making complex medical information more accessible. This approach not only simplifies understanding but also builds trust and transparency between healthcare providers and patients.
As the demand for clear and relatable health information grows, integrating video content into communication strategies is proving essential for enhancing patient engagement and satisfaction.
Key Developments In Tech, AI Policy
NHS App Expansion Enhances Preventive Care Access
The NHS App has significantly broadened its functionality, now facilitating breast screening invitations and bookings through a ‘ping and book’ pilot. This initiative has already saved 1.5 million appointments and is set to extend to cervical screening in spring 2025³. By integrating preventive services into the digital platform, the NHS aims to improve early detection rates and reduce waiting times, making healthcare more accessible and efficient.
AI Tool Pilots Improve Stroke Diagnosis and Treatment
In April, several NHS trusts began piloting AI-powered tools to support stroke triage and imaging interpretation. One such tool, Brainomix’s e-Stroke platform, uses advanced algorithms to analyse CT scans and identify signs of stroke within minutes, helping clinicians make faster and more informed decisions.
Additionally, the Oxford University Innovation website notes that studies have shown implementing Brainomix 360 reduces arrival-to-discharge times by more than one hour⁴. This time saving can be critical in enabling life-saving interventions such as thrombolysis, where every minute counts. As stroke remains one of the leading causes of disability in the UK, innovations like this mark an important advancement in improving urgent care delivery.
Public Awareness of AI in Healthcare Still Low
A recent survey by ORCHA has revealed that 54% of people in the UK are unaware that artificial intelligence is already being used in healthcare⁵. This includes applications such as triaging patients, analysing scans and supporting clinical decisions. Despite the NHS and other organisations increasingly adopting AI tools to speed up diagnosis and improve care, the general public remains largely in the dark.
This highlights a key gap in communication and trust. As digital health tools become more central to patient care, there is a growing need to build public understanding around how AI works, where it is being used, and how it benefits patients. For health-focused campaigns, there is a clear opportunity to demystify these technologies and help people feel more confident and informed.
Reflections from Digital Health Rewired 2025
We recently attended Digital Health Rewired 2025 and left with a strong sense of optimism about the next steps in healthcare. The event focused on how AI, digital automation and better system integration can support healthcare professionals, with a clear message that these tools must be safe, simple and centred on patient and staff efficiency needs.
The other focus noted was on data security and how that will need to continually evolve. Overall, it was a fantastic event where we heard some inspiring speakers from their areas, and really cemented our thoughts in how to support our campaigns to engage with the right participants and volunteers.
— Sonia Simons, Account Director, Absolutely Health
Sources
AI in patient engagement market overview 2025. The Business Research Company [Internet]. The Business Research Company; [cited 2025 Apr 19]. Available from: https://www.thebusinessresearchcompany.com/market-insights/ai-in-patient-engagement-market-overview-2025
Video marketing statistics. Lambda Films [Internet]. Lambda Films; [cited 2025 Apr 28]. Available from: https://www.lambdafilms.co.uk/video-marketing-statistics/
NHS App ‘ping and book’ breast screening pilot launches. Digital Health [Internet]. Digital Health; 2025 Apr [cited 2025 Apr 20]. Available from: https://www.digitalhealth.net/2025/04/nhs-app-ping-and-book-breast-screening-pilot-launches/
Brainomix: revolutionising stroke care through AI. Oxford University Innovation [Internet]. Oxford University Innovation; [cited 2025 Apr 30]. Available from: https://innovation.ox.ac.uk/news/brainomix-revolutionising-stroke-care-through-ai/
54% of Brits unaware AI is being used in healthcare, finds survey. Digital Health [Internet]. Digital Health; 2025 May [cited 2025 May 2]. Available from: https://www.digitalhealth.net/2025/05/54-of-brits-unaware-ai-is-being-used-in-healthcare-finds-survey/
