Why Google’s AI Optimization Guide Is Really About Escaping Commodity Content
For the last two years, healthcare marketers have been asking the same question: "How do we optimize for AI search?" Google just answered [...]
Reviews Aren’t Enough
In most service categories, a strong review profile closes the sale. Four-point-eight stars, a hundred reviews, a few responses from the owner, that's enough [...]
The Adult Child Is Not the Patient, But They’re Running the Search
The person selecting your senior care service is usually not the person receiving it. Most healthcare marketers working in senior and home care understand [...]
The Surgeon Is the Brand, Not the System
Ask any orthopedic patient how they chose their surgeon, and you'll hear the same answer in a hundred different forms: someone told them about [...]
The Quiet Restructuring: What Concierge Medicine’s Growth Means for Healthcare Marketers
The American healthcare system is reorganizing itself from the inside, and it's not being driven by policy. It's being driven by exhaustion. From [...]
AI Is Already Your Patient’s First Call. The Question Is What Happens Next.
One in four of ChatGPT's 800 million weekly users are seeking health-related information. A separate survey found that 14 million Americans skipped a [...]
TikTok Just Gave Healthcare Marketers More Control Over Who Sees Their Content
TikTok quietly rolled out a feature this week that deserves more attention from healthcare marketers than it's getting. The platform now lets creators [...]
The Best Content Your Brand Will Ever Make Is Already Living Inside Your Team
Four astronauts are currently on their way back from the Moon. While they were out there, 248,000 miles from Earth, no Wi-Fi, no [...]
Your Revenue Cycle Scoring System Is Working. It’s Also Wrong.
The bill went out. The reminder followed. The revenue score said high propensity to pay. The bill didn't get paid. According to Cedar's [...]
Why Healthcare Stays at the Center: Not Every Industry Has Its Copernicus Moment
We’ve been talking a lot about what we’ve started calling a “Copernicus moment” in marketing. The idea is simple: for years, organizations operated [...]
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