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…
AEG Vision, one of the largest optometry groups in the U.S., increased patient bookings by 44% by redesigning the creative strategy for its Google Performance Max campaigns. Cardinal…
Osama Usmani argues that most clinic acquisition models were engineered for a referral-heavy, low-competition environment that no longer exists. Rising paid-search costs, more empowered patients, and AI-mediated discovery…
Lauren Leone makes the case against platform-reported metrics as the primary source of marketing truth. She advocates for incrementality testing, media-mix modelling, and offline data integration to understand…
Lauren Leone and Rich Briddock examine why search-only strategies are no longer sufficient for patient acquisition in 2026. They outline the shift toward full-funnel media buying, creative testing…
Lisa Fisher and Lauren Leone argue that healthcare organisations relying on campaign-by-campaign advertising are structurally disadvantaged. An always-on programmatic infrastructure enables full-funnel storytelling, more efficient patient acquisition, and…
