Google’s New AI-Powered Ad Formats in Search: What Marketers Need to Know
Google is testing new AI-powered ad formats in Search, built using Gemini models, designed to make advertising more contextually relevant in AI Mode. Two new ad types are…
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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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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 PMAX Creative Strategy Behind 44% More Patient Bookings
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…
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Your Patient Acquisition Model Was Built for a Different Healthcare System
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…
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Why Good Measurement Starts Outside the Platform
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…
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Healthcare Marketing Trends Reshaping Patient Acquisition
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…
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Patient Acquisition Needs Programmatic Infrastructure
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…