What we're thinking about.

AI tools now answer many healthcare questions directly, without sending the patient to a website at all. That shifts the goal from ranking in search results to being the answer an AI system extracts and repeats. Organizations that restructure content around clear, direct answers see measurable gains, including a 22x increase in AI Overview traffic for one health system client.

Patients treat choosing a healthcare provider the way they treat any major life decision: they research carefully, they look for people like them who made the same choice, and they decide close to home, in a familiar, trusted environment, more often than they decide based on a national brand name.

What to measure when appointment volume, procedure starts and revenue matter more than activity.