The Healthtech Marketing Show · 2026-06-15 · 30 min
Something fundamental has changed in how health tech buyers do research - and if you're watching your website traffic decline, you might be misreading what it actually means. In this episode, I sit down with Suyog Deshpande , Founder and CEO of Webless AI , to dig into one of the most consequential shifts in B2B buyer behavior in a generation. Will websites die? Probably not but something big is happening. Here's what's actually happening: your buyers haven't stopped doing research. They've moved it upstream - to ChatGPT, Claude, Perplexity, and Gemini. They're building their shortlists there, forming their preferences there, all before they ever land on your website. By the time they show up, they're not browsing. They're validating. Suyog calls this the low volume, high intent era , and it completely reframes the traffic problem. This matters enormously for health tech vendors. Healthcare buying cycles run nine months or more, and around 75% of buyers go with the first vendor they contact after that research phase. If you're not on the shortlist before the process starts, your odds of winning are close to zero. The battle is won long before sales gets involved.
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