What Healthcare Marketers Learned at HMPS 2026: AI, Trust, and Activation
Healthcare marketers at the 2026 HMPS Summit in Salt Lake City are navigating a fundamental tension: AI adoption has shifted from “fear of missing out” to “fear of…
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Google Releases Official AI Optimization Guide: What Healthcare Marketers Must Know
Google has released its first official comprehensive guide for optimizing websites for generative AI features, including AI Overviews, AI Mode, and emerging AI agents. The guide confirms that…
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Why a 9-Hospital System Is Spending $25M to Rebrand
FMOL Health, a nine-hospital system based in Baton Rouge, Louisiana, is investing $25 million over three years to unify its four regional market brands under a single abbreviated…
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Healthcare Marketers Trend Report 2026: Digital Ad Spend Overtakes Linear TV
Healthcare digital advertising spend officially exceeds linear TV for the first time in 2026, per the MM+M/Inmar Healthcare Marketers Trend Report. The overall market has grown to an…
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How AI Bots and LLMs.txt Are Reshaping Healthcare SEO Standards in 2026
Healthcare operators face a new SEO mandate in 2026: technical standards are rising while AI bots fundamentally change how content gets surfaced. Web Almanac data reveals HTTPS adoption…
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7 Tools for Doing AEO Right Now: A Practitioner’s Toolkit for AI Search Visibility
Healthcare brands that want to appear in AI-generated answers — ChatGPT, Perplexity, Google AI Overviews — need a distinct toolkit, not just traditional SEO software. Search Engine Land…
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Why Brand Authority Beats Topical Authority in AI Search
AI search has exposed a fundamental flaw in how most brands apply topical authority: publishing keyword-targeted content volume is not the same as building genuine market recognition. Search…
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What Healthcare Can Learn from Retail: Building Demand Beyond Bottom Funnel
Healthcare marketers over-index on bottom-funnel patient acquisition, competing for a narrow slice of already-in-market demand. This Cardinal Digital Marketing podcast episode features Ben Dutter, Chief Strategy Officer at…
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The 90% Problem: Why Specialty Practices Over-Invest in Bottom-Funnel Paid Search
Specialty healthcare practices typically allocate 90% of paid media spend to high-intent, bottom-of-funnel searches — terms like “knee surgeon near me” or “carpal tunnel specialist” — where 10…
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The 10-Gate AI Search Pipeline: Find Where Your Content Fails
Every piece of content must pass 10 sequential gates before an AI system recommends it: Discovered, Selected, Crawled, Rendered, Indexed, Annotated, Recruited, Grounded, Displayed, Won. Search Engine Land’s…