Search technology has evolved drastically in recent years. “Stop talking about keywords, start talking about queries,” I said in a meeting. What started as simple keyword matching has transformed into a complex, AI-driven system, significantly impacting how we approach digital marketing and SEO. In this two-part series, I explore the evolution of organic and paid search, discuss its impact on your SEO strategy, and share how your healthcare organization can navigate these changes to enhance online visibility and remain competitive. First, let’s review the evolution of search and its impact on SEO. The First Wave: Keyword-Focused Search Remember when you…

On August 14, 2024, the Federal Trade Commission (FTC) introduced a rule banning fake reviews and misleading testimonials to improve marketing transparency and authenticity. As a healthcare organization, you already prioritize ethical practices and HIPAA compliance due to the nature of your business. It’s important to adapt to these new changes to maintain patient trust and remain competitive. Here’s everything you need to know about the ruling, its impact on healthcare marketing, and how to ensure you’re in compliance before it goes into effect on October 13, 2024. Key Aspects of the FTC Ruling The Scope Fake or false reviews…

As you might expect, our agency networks with lots of people in the financial world, including investment bankers and private equity firms. To capture today’s M&A trends and insights, I interviewed Andre Ulloa, a Partner and Executive Advisor at M&A Healthcare Advisors (MAHA), a boutique advisory firm and investment bank. Our podcast interview covered a lot of ground, including the basics—like the differences between finders, business brokers, advisors, and investment banks. Most importantly, however, Andre provides eight tips on how to prepare healthcare businesses for merger and acquisition success. The ideas we discussed apply to many kinds of healthcare businesses,…

The healthcare industry is under immense pressure to produce content quickly. Generative AI might seem like a quick fix, but the industry’s specific challenges often get in the way. Learn how to streamline your content creation process without sacrificing quality or compliance. Here are our best tips: Prioritize Performance Analytics Determining the effectiveness of content quickly and accurately is challenging, so it’s important to build the right team or partner with the right agency. Track content performance metrics to identify what works and what doesn’t. This way, you can use data insights to refine content strategies and improve future content.…