The decline in search traffic isn’t a sudden shift caused purely by AI, though. WebMD, for example, has been grappling with search declines for several years, long before generative AI tools became mainstream. These declines, attributed to changes in Google’s search algorithms and increased competition, are now being exacerbated by the rise of AI-powered answers. In fact, WebMD’s recent struggles underscore the broader trend: digital health platforms that rely heavily on search-driven traffic are increasingly vulnerable. (Source: Semrush)

Health Union’s Resilience in the Face of AI Disruption

At Health Union, we see AI’s impact on organic traffic not as a threat, but as an opportunity to further differentiate ourselves from the competition. Unlike traditional publishers that are heavily reliant on search engines for traffic, we have built a more resilient model. Our success lies in the strength of our deeply engaged communities and the diversified channels through which we drive traffic and engagement. Now we are exploring how AI can help us to further personalize the community experience, including expanding the format and accessibility of our content, and providing even more relevant support to our members.

Our portfolio includes 53 condition-specific communities, each one tailored to meet the unique needs of individuals managing chronic or complex health conditions. These communities are not only content-rich, but they also provide patients with peer support and opportunities to connect. These connections are crucial for patients seeking not just information but validation and emotional support.

The power of these communities lies in their ability to foster ongoing, two-way engagement. Health Union’s audiences aren’t simply browsing for information; they are part of a community that encourages regular interaction. According to our data, more than 75% of our traffic comes from channels other than organic search. This diversified traffic stream gives us a buffer against fluctuations in search algorithms or the increasing dominance of AI-powered results.

Leveraging Contextual Advertising and Precision Targeting

Our commitment to diversifying traffic sources also extends to our advertising solutions. While many publishers are still dependent on traditional, search-based advertising models, Health Union has embraced a combination of leveraging data-driven 1P media and contextual advertising for years. Our solutions allow advertisers to reach highly engaged, data-rich audience segments at critical moments in their health journeys. This strategy allows brands to deliver highly personalized messages, targeting users based on their specific health conditions, behaviors, and needs – both on Health Union and wherever they engage across the web. We are also investigating how AI can enhance our targeting capabilities, providing even greater value to our partners by connecting them with the most relevant audiences.

This shift toward precision targeting reflects a broader trend within the advertising industry, as businesses recognize the importance of reaching specific audiences rather than relying on broad, generalized traffic. Health Union has anticipated this movement by offering a range of endemic advertising solutions, which ensures that health brands can engage with their audiences in more meaningful, contextually relevant ways. As a result, advertisers are able to maximize their return on investment, while our audience receives more tailored, valuable content.

The Role of Social Media and Newsletters

Another key factor in Health Union’s resilience is the strength of our social media presence and email newsletters. While many publishers still depend on organic search to drive traffic, we understand that social media and email marketing are equally important drivers of engagement. These channels provide direct access to our communities, bypassing search engines altogether.
Each of our online community’s condition-specific social media pages serves as a crucial platform for fostering real-time conversations and interactions among patients and caregivers. Health Union has a strong presence on platforms like Facebook and Instagram where we engage with users through discussions, peer support, and relevant health information. These interactions not only build trust but also keep our communities engaged outside of traditional search channels. As a result, 32% of our traffic comes directly from social media.

Meanwhile, our email newsletters—sent regularly to our engaged audiences—serve as another significant source of traffic. These newsletters feature personalized content, updates, and resources and features like polls and forums that keep our communities informed and connected. The close relationship we have with our audience means that our newsletters are not just a vehicle for content distribution, they are a trusted resource for ongoing support. Email accounts for 11% of the total traffic to our online communities.

Looking Ahead: A Future Built on Innovation and Engagement

As the digital health space continues to evolve with AI, Health Union remains focused on innovation and engagement. We recognize that AI will continue to shape the way health information is delivered, but we also know that AI-driven solutions, while efficient, cannot replace the human connection that our communities foster. At Health Union, we combine cutting-edge technology with deep empathy and support for patients, ensuring that patients and caregivers remain at the heart of everything we do. We are also committed to leveraging AI to take innovation to the marketplace, creating new solutions that benefit our communities, empower our partners, and solidify Health Union’s leadership position.

Our community-first approach—coupled with a diversified strategy that includes programmatic advertising, social media, newsletters, and precision targeting—positions us as a leader in the next generation of health publishing. We are not dependent on a single channel, nor are we overly reliant on search traffic. Instead, we have created an ecosystem that thrives on multiple touchpoints and an unwavering commitment to patient engagement.

As generative AI continues to change the digital landscape, we believe that publishers who focus on building strong, engaged communities—while embracing new technologies like AI—will be best positioned to succeed. At Health Union, we are not just adapting to these changes, we are leading the way forward.