Field notes on marketing, AI & content.
Practical thinking on how independent practices get found, get chosen, and get booked — written for people who run clinics, not agencies. No jargon, no filler.
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How patients actually search in 2026
The path from symptom to booking rarely runs in a straight line anymore. Here is the map it really follows.
ReadHow patients actually search in 2026
The path from symptom to booking rarely runs in a straight line anymore. Here is the map it really follows.
ReadThe quiet shift: online marketplaces are rewiring the referral
Aggregators and listing platforms are inserting themselves between you and the patient. That is a threat and an opening.
ReadAI in the front office: what to automate, what to never automate
The point of automation is not to remove people. It is to remove the work that shouldn’t need a person.
ReadAI in the front office: what to automate, what to never automate
The point of automation is not to remove people. It is to remove the work that shouldn’t need a person.
ReadLocal SEO for doctors: the map pack is the new waiting room
For a patient searching nearby, the three results on the map are the front row. Everyone else is standing outside.
ReadLocal SEO for doctors: the map pack is the new waiting room
For a patient searching nearby, the three results on the map are the front row. Everyone else is standing outside.
ReadContent that builds trust before the first appointment
The best marketing a practice can do is to be genuinely helpful in public — long before anyone books.
ReadContent that builds trust before the first appointment
The best marketing a practice can do is to be genuinely helpful in public — long before anyone books.
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