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…
-
-
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…
-
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…
-
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…
-
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…
-
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…
-
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…
-
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…
-
Healthcare AEO Benchmarks 2026: AI Overviews Now Cover 48.7% of All Queries
Healthcare brands face a widening AI visibility gap: AI Overviews appear on 48.7% of all Google healthcare queries — the highest rate of any industry — yet AI…
-
Not Every Doctor Is a Rainmaker — Build Your Marketing Plan Around That
Not every physician generates patient volume on their own — and most PE-backed healthcare platforms build marketing plans that ignore this distinction entirely. Matt Lee, a healthcare growth…