* The following transcript is computer generated and may contain errors.

00:00:02:22 - 00:00:27:03
Tom Bradach
Ray. Hello and welcome, everyone. My name is Tom Braddock. I'm senior education specialist at Schmidt, a professional membership group of the American Hospital Association. So, before we get started, I just want to make sure you're all aware of our upcoming certificate course leveraging AI and healthcare Marketing and Communication. So if you're interested in webinars like this one and other, I'm learning other practical AI strategies to improve your work.

00:00:27:03 - 00:00:50:10
Tom Bradach
I recommend you take a look at the agenda and I'll put a link in the chat. Speaking of AI, please also note that attendees are strictly prohibited from using artificial intelligence tools, including note taking app string, any American Hospital Association virtual event. So with that, I welcome you all to this webinar. Why digital media is your secret Weapon to bounce back from organic losses.

00:00:50:16 - 00:01:08:11
Tom Bradach
So just maybe we'd like to extend a sincere thank you to Healthcare Success for sponsoring today's program. And this webinar is now being recorded and is broadcast in listen only mode. If you have a question, please submit it by clicking the Q and A button at the bottom of your screen. As have designated time at the end for Q&A.

00:01:08:13 - 00:01:31:05
Tom Bradach
So it's now my pleasure to introduce today's speakers. We're joined by Stuart Gandalf, who is the CEO of Healthcare Success brand, and Chocola, who's senior director of digital strategy and growth, Michelle Gao, who is director of paid media and strategy, and Madison Coleman, who is the paid media manager at Health Care Success. So Stuart Brennan, Michelle and Madison, thank you all for joining us.

00:01:31:05 - 00:01:33:06
Tom Bradach
The floor is yours.

00:01:33:08 - 00:01:53:02
Stewart Gandolf
Great. Welcome, everybody. Hi I'm Stuart as I, Tom just suggested. Today our team is very excited to be here with you and share a lot of our insights from being out into this world every single day. We're going to start off with, obviously, we're do our quick introductions. We'll be talking about, the new reality of AI search.

00:01:53:02 - 00:02:14:20
Stewart Gandolf
So this, webinar today, by the way, is very much about paid media. We've just completed a couple of weeks ago on about the organic side. And so if you're interested in that topic, we can give you links for that as well. However, the organic side is so important. We will be talking about it a little bit at the beginning of this, just to sort of set the groundwork for what's going on.

00:02:14:22 - 00:02:40:21
Stewart Gandolf
The, we'll be talking about visibility and how that's changing, how paid media. And that's the point of this webinar can really help you as you, think about the, commerce terms of the terms that will bring you patients, and other types of, paid search to supplement and different strategies to supplement the organic losses and things change, talking about how to do things smarter and what to expect in the future.

00:02:40:21 - 00:03:05:13
Stewart Gandolf
And we will have a Q&A. Very importantly, registrants will get the recording and, the deck after the presentation. So that'll be coming to you following it. So let's just dive right in. Yeah. Let's go straight to it. So today, this topic obviously is relevant in health care. And I guess I'd start off by saying, it's not your imagination.

00:03:05:13 - 00:03:34:19
Stewart Gandolf
Everything changed. Everything has been changing for a long time. And Brandon will talk about how this has been happening, historically. But back in March, and we've seen this with website after website after website, hospitals, health systems, Multi-location practices telehealth. Google changed its algorithm over a period of weeks, and most people felt big time. And essentially what that was was the impact of Google AI overviews became very prominent and search.

00:03:34:19 - 00:03:55:14
Stewart Gandolf
And again, my team will talk about this in more detail in just a moment. But that changed everything because we saw organic started to change really, really quickly. And everything the world changed in our view. Additionally, we hear a lot about ChatGPT and the other LMS, and those also have been changing things through the last, actually for longer than that.

00:03:55:17 - 00:04:18:12
Stewart Gandolf
But the biggest thing started around March. So the world has changed currently. And, you know, we look at, the Google CEO talked about how search is going to change fundamentally this year. It has people are increasingly using tools like AI overviews, ChatGPT, perplexity. Google Gemini for searching. We see this with our clients. We see this with ourselves.

00:04:18:12 - 00:04:38:14
Stewart Gandolf
Yesterday, a hospital system, reached out to us because they asked ChatGPT a really long question about who's the best, and they decided to call us, based on the criteria they had. So it's really important to think about this both organically and with paid searches and, other paid media as we'll talk about it. So we'll talk today a lot about, funnel stages.

00:04:38:19 - 00:04:55:07
Stewart Gandolf
How this stuff all fits together and how to be there and present for the patient. So I'm going to turn the ball over to Brandon, and we'll talk a little bit about the trends that are happening today. And, the organic side, before we dive straight into the digital, Brandon.

00:04:55:09 - 00:05:17:14
Brandon Schakola
Yeah, welcome. Something to keep in mind, like these kinds of changes have been happening for a long time. We've been on this trajectory for years, decades, even, so some key milestones to keep in mind is, you know, there was universal search, which was all the way back towards 2010, where Google started blending multiple forms of media into the search results.

00:05:17:16 - 00:05:37:23
Brandon Schakola
We had the Knowledge Graph, which was very important, and sort of the scaffolding on which, a lot of these new services, depend on. So the knowledge graph was something that arrived when Google bought up a small company called freebase, that was trying to mark up all of the things around the web. Entities.

00:05:37:23 - 00:05:58:00
Brandon Schakola
And based on that, they were then able to build out things like the topic layer, the shopping graph, and eventually the SGI launch, which was privately sitting in labs for at least a year before AI overviews actually rolled out in 2024. In May, after Google IO. And then this year we had the roll out of AI mode.

00:05:58:02 - 00:06:29:11
Brandon Schakola
And so from from that point of the Knowledge Graph, we've kind of entered a different phase of search, which was more dedicated to what we call semantic search, and now built on top of that infrastructure, we now have these additions of large language models and a different form of it for information retrieval. So the root cause of a lot of this decrease in clicks and traffic heading direct to the site is a result of these Serp features that have been continually been pulling in.

00:06:29:17 - 00:06:54:10
Brandon Schakola
So the Google becomes the arbiter of the web. All right. This is a really old strategy. From the beginning of the web, AOL wrote it. Everyone's still running it. So on the top left you can see an example of an AI overview where instead of coming back with rankings, Google is coming back with a full summary of information that they know that's getting pulled from various directions across the web.

00:06:54:12 - 00:07:26:14
Brandon Schakola
You know, people also ask, which infinitely expands, I of are also tucked inside of that. Now, you have, like Jennifer Hale here. You can see her knowledge graph and what Google knows about her in terms of facts. You have, map packs. And you also have, more recently discussions and forums. So there's like 40 or 50 of these in existence now, and this is going to be more of them as these new search surfaces continue to bloom, as we head into this new phase.

00:07:26:16 - 00:07:51:16
Brandon Schakola
So I search is not traditional search at all. So, for example, when you get the deck, you can take this query, pop that into AI mode and see what comes back. It is not a set of search results or rankings, which means we're dealing with a different kind of surface. We're dealing with a different kind of experience that is taking what may have been maybe 20 or 30 sequential searches and compacting them.

00:07:51:18 - 00:08:11:10
Brandon Schakola
So this is what's behind the change in the patient journey. So organic visibility in general is in decline. Now, some of that is false. Some of that as a result of Google changing a parameter and deciding after 20 years they're not going to support it. So the web scrapers, can't get the full 100 results.

00:08:11:10 - 00:08:39:10
Brandon Schakola
And report on your ranking changes. We know that. But in general, hospitals and health systems have seen about a 35 to 40% drop since Google's AI reviews launched. Zero click searches for those now exceed 58%. So where do those go? Well, it turns out there's there's only slight adoption of these new AI services. So I overuse perplexity GPT three.

00:08:39:12 - 00:09:05:13
Brandon Schakola
But even GPT is powered off of a Google API or Bing API, depending on the flavor of the day. So what's changing is the click through rate era is dying, right? That's ending. Patients are still searching. In fact, they're searching more. And these new AI services are kicking off one search. They're sometimes kicking off hundreds to get back their answers.

00:09:05:15 - 00:09:30:06
Brandon Schakola
So organic is only going to take care of a part of the patient journey. And we need to all just come to grips with that organic, that SEO alone can no longer guarantee full discoverability. You're going to need to be dependent on using paid media to diversify your your traffic inputs. Oftentimes paid will be the last click because in healthcare it's an emotional response.

00:09:30:11 - 00:09:56:22
Brandon Schakola
And so you need to be there and present when that emotional response happens. Investing in targeted HIPAA compliant campaigns is really going to allow you to reclaim that lost exposure. The pace is rapid. And there's a whole bunch of new opportunities coming. They're just not fully baked yet. So things keep your eyes on, perplexity was offering some advertising, about a year ago.

00:09:56:24 - 00:10:23:01
Brandon Schakola
They partnered with indeed Whole Foods Universal Plan PMG, its pilots. They were allowing people to bid on like the next question that someone might ask in the conversation. They actually just recently paused the expansion to new advertisers. And there's not really a roadmap for ads inside of comma, which is their new browser. But again, this stuff is changing rapidly, like on a daily basis in some cases.

00:10:23:03 - 00:10:50:07
Brandon Schakola
I think that there's likely some scale anxiety. That may be premature. And then obviously have the remains of pretty much undefined, territory, especially in Q4 for, for most of our verticals. GPT is a big audience pool. It's going to get bigger at 700 million for users. But Sam Altman, as he kind of quavers and is known to quaver said as we're going to be a last resort, we need to keep in mind that GPT five is pretty much a router system.

00:10:50:07 - 00:11:10:19
Brandon Schakola
It's routing between multiple different versions of of these large language models. You have fast you have reasoning of mini versions. And they're all really built to at least now assess the commercial value of a query. And the informational value of the query just gets trapped inside of that experience. And inside of the summary. They just released this week their own browser atlas.

00:11:10:21 - 00:11:31:16
Brandon Schakola
So again, it's the it's the AOL strategy all over again. Everyone's just trying to figure out a way to suck up your data. They also just released this past week instant checkout and the Act or Agent Commerce Protocol. There's not a lot of information about how that is going to be tracked. If they're going to give us data like Google Search Console gives us.

00:11:31:18 - 00:11:53:24
Brandon Schakola
But what is being talked about is the conversion rate essentially almost forex the traditional organic search, an AI is pre-qualifying a lot of that before the click through. So we're going to see clicks become a lot more brittle. You can only really track these not inside of GA four or whatever. You can only see that stuff happening in your log file.

00:11:53:24 - 00:12:19:22
Brandon Schakola
So that's my SEO hat tip to all of you. Get used to parsing them. Strategy here I would say begin to allocate about 5 to 10% of your pay budget to AI search. And these new sort of advertising pilots, start experimenting with these new services. Claude, they want something called keep thinking. Back in September, partnering with Netflix, Hulu, New York Times, Wall Street Journal, they don't really have an ad platform.

00:12:19:24 - 00:12:43:15
Brandon Schakola
It's a little today in terms of conversion information from them. They're more or less focused on the responsibility side of, of this new service. So I would say wait and see, focus on brand safety. And keep in mind this is about 300,000 business customers. So if you're in B2B and health care, particularly like hospitals, health systems, this is something you're going to want to pay attention to.

00:12:43:17 - 00:13:08:08
Brandon Schakola
Moving forward. So Google is going to remain remain safe for quite some time. There are ads and AI overviews. That's been the case for a year. They're rolling out to more countries. You've got I know that began, testing in Q3. You can do text ad shopping ads, local ads, app campaigns. These are algorithmically inserted where there is commercial intent in inside of that multi-step chain.

00:13:08:10 - 00:13:36:23
Brandon Schakola
So one thing you're going to want to do, is start thinking about how to simulate those conversations. What is the chain of thought that your patient is going through at the time? And from a paid media side, I would highly recommend you start adjusting query negatives very aggressively, especially discovering when you're dealing with the training data versus a query maybe triggering grounding, meaning it has to go out to, to search, to find new information, to pull back in.

00:13:37:00 - 00:13:56:17
Brandon Schakola
You can use various tools to track AI visibility. There's new tooling like Profound or Waka or air ops. We ourselves at Healthcare Success or partnering with someone to, come up with a very specific solution to this problem. And we'll have more on that for you. Somewhere in Q1, after you finish up.

00:13:56:19 - 00:14:15:12
Michelle Gao
Perfect. So, yeah, essentially zero click is what we're seeing in the platforms for my media buyers in this room, we're seeing CPCs or cost per clicks driving upwards. Right. So what does that actually essentially mean. And we're gonna go to next slide Brandon.

00:14:15:14 - 00:14:40:14
Michelle Gao
ACL alone is not enough. And we know this. We established that organic visibility has shifted entirely. How the world is receiving information or data, especially your patients when it comes to health and hospitals specifically. So diversifying your media mix to focus on pay media, which we're here to speak about today, is going to be the key factor to gaining your visibility, essentially, where you're losing your visibility.

00:14:40:14 - 00:15:06:11
Michelle Gao
In organic, we can kind of make up for in paid media, so paid ads are the only guaranteed placement above AI overviews and summary boxes. They can establish brand presence, grow organic listings, especially that those are being replaced by AI responses and utilizing third party partners that can provide HIPAA compliancy to protect your data so that AI information is protected and never communicated externally.

00:15:06:13 - 00:15:34:00
Michelle Gao
You can remain compliant while utilizing data to retarget personalized information and even increase your ROI inevitably. So every dollar that you invest into pay media will be fueling your visibility, both in conversions that we'll talk about further in this webinar, as well as it communicates back to the AI platforms organically of who you are as a trusted source, which inevitably creates this positive feedback loop that will dive into.

00:15:34:02 - 00:16:05:03
Michelle Gao
So what are the three principles going into the end of this year, but more importantly into the next year? So one, we're embracing the visibility economy, 0:00 presence is optimizing visibility and citations, not clicks. Right. So strategic presence, will challenge all of us to across all AI platforms. And our Serp features really take note as to how we're strategically, being present in a new visibility economy and three tracking SharePoint as a lead indicator.

00:16:05:05 - 00:16:33:11
Michelle Gao
So what does that essentially mean in terms of how and when the data is attributed? Well, we're evolving the standard attribution models. So incrementally, incrementally tests are exemplifying that correlation is not causation. Adapting and accepting the directional confidence over false precision. Leaning into the changes and adapting as a platforms are adapting are one of the key factors of staying ahead and evolving.

00:16:33:15 - 00:16:59:23
Michelle Gao
We'll talk about some statistics that we've seen later on for folks that haven't, and allocating 10% of your budget to experimenting ongoing. So take advantage of early positioning within AI search and advertising. Staying integrated within communities, targeting. We'll talk about CTB and programmatic a little bit, expanding your mix into other channels, not just pay media, not just SEO.

00:17:00:00 - 00:17:16:24
Michelle Gao
Talk about your budget framework and overall program, prioritizing data infrastructure to enabling within Compliancy a unique way of targeting, in the mix of organic, visibility, declining.

00:17:17:01 - 00:17:42:06
Michelle Gao
Perfect. So as we mentioned, paid search is one of those key factors. We also we'll talk about paid social in terms of guaranteed visibility. So what does that look like an example for you on the left. Most of us in this room are familiar. Hospital specifically can maintain consistent paid presence after I overviews roll out. In fact hospital specifically saw impressions were covered 30% faster for those that were partaking in paid search ads versus those that were not.

00:17:42:12 - 00:18:05:05
Michelle Gao
So yes, zero click is leading CPCs to increased by about 22% year over year. But guess what. So our conversions and sort of our lead qualities. So while visibility can no longer be earned, it can be bought in some ways and paid search is one of those, tactics that we can utilize to keep your visibility in front of your patient's eyes, where they still go.

00:18:05:07 - 00:18:37:06
Michelle Gao
So how are other folks adapting in the midst of these changes? Well, as we mentioned, AI overviews are intercepting generic searches. However, advertisers can be really intelligent in terms of pushing the budget more towards those high intent keywords or strategy campaigns. Often, you know, traditionally within pay media, those can be in higher investment. However, leaning into those in terms of certain campaigns can actually yield higher quality results, especially long term in terms of lifetime value.

00:18:37:08 - 00:19:06:04
Michelle Gao
So reallocating in the mid to the CPC inflation across medical specialties, will, actually increase your availability to increase your impression share, especially in awareness keywords which have dropped three 1% in the midst of these changes. So what we've noticed as marketers who maintain modest top of funnel discovery campaigns see a 17% higher conversion lift, providing familiar familiarity within your brands, versus those who stay within lower in the funnel.

00:19:06:06 - 00:19:29:19
Michelle Gao
So it's no longer top of funnel versus bottom funnel competing budgets. It's top of funnel feeding, bottom funnel within our media ecosystem. So it's ongoing. So this shift will tighten your competition and increase your CPCs. Yes. But it also can produce an opportunity to have cleaner, more qualified leads that convert at a higher rate within your pay media ecosystem.

00:19:29:21 - 00:19:55:05
Michelle Gao
So we talked about intent based just a little earlier. So what does that actually mean. So boiling it down you'll see on the left here we speak about the effective healthcare funnel or what we like to consider your patient journey experience or even your patient nurturing experience. So considering where they are in the journey from awareness to consideration to conversions, you really want to anchor where your patient is based on their investment and mirror that within the ad process.

00:19:55:10 - 00:20:24:24
Michelle Gao
So likeliness in the awareness stage, they're searching for broader conditions or keywords like doing pay treatment. Sometimes you'll see often a more modern is we'll tie it in with local or action based modifiers. So I need a hospital appointment near me who's open for me. So that's an awareness stage. And then they'll transition into a consideration stage where they're looking at reviews, they're looking at doctor's names, they're looking at, does this, practice take my insurance?

00:20:25:01 - 00:20:44:11
Michelle Gao
They're looking perhaps for, emergency room or urgent care options for what's the waiting room like, etc.. Then they go to the conversions, where most of us care about the quality of the leads. Where they factor in this is actually equate to appointments. Are meeting the right audiences. Are they calling now? Are they looking to walk in today?

00:20:44:13 - 00:21:02:05
Michelle Gao
So what we suggest is matching that intent in terms of awareness. It could be broader terms in the way that you choose to advertise your your copy, your landing page experience and mirroring that for consideration. And then inevitably, conversions.

00:21:02:07 - 00:21:28:08
Michelle Gao
So one of those high intent keyword campaigns is going to be involving long tail keywords or long tail search. So long tail health care keywords have traditionally been utilized minimally versus more maximum. And so what we've noticed is that long tail healthcare keywords specifically, in other words, three words or more within the keywords will actually generate 12 to 22% higher conversions than your generic terms.

00:21:28:10 - 00:21:52:01
Michelle Gao
So while I overviews are absorbing symptomatic traffic, users who are clicking through are actually ready to act. They're looking to make a decision very, very quickly. That means, yes, lower volume that comes from these long tail keywords. However, they yield higher value, stronger engagement and faster revenue return. So in 2025 going to 2026, it's no longer quantity over quality.

00:21:52:06 - 00:22:16:22
Michelle Gao
It's quality over quantity. So not about how many clicks that we can track, but how many calls we can maintain and upkeep. So long tail keywords are essentially what we utilize. And manual campaigns. Another popular tactic of paid search campaigns that we hear of that often yields and performs differently in healthcare. Specifically, it's going to be performance max.

00:22:16:24 - 00:22:36:16
Michelle Gao
So p max campaigns and manual campaigns. We put a side by side for you in terms of what are their pros, what are their cons, what are the utilized? Manual campaigns are going to be keyword based, essentially allowing us to be precise within the targeting size, precise within, keyword match type for budgeting and even other like landing page experience.

00:22:36:16 - 00:23:03:03
Michelle Gao
Right. So oftentimes you'll be perhaps a higher investment will yield a nicer conversion rate, especially more consistently in terms of results. So performance max will yield a higher click through rate. Perhaps a conversion rate or lower CPA. However, it's a broader reach and we're not done properly. You can be over relying on the platform's AI or algorithm and essentially putting extra spend that you don't need to into the wrong campaign types.

00:23:03:05 - 00:23:33:10
Michelle Gao
So what you need to watch out for, if you do go to p max route, is not only to look at the negative keywords, but also look at the queries, and look at your creatives as well as other components of the, of the campaign. Another factor is going to be closing that feedback loop of the, action items, whether it's calls, form films, bookings, inquiries, tours and actually having that data feedback into the loop back into the ads platforms.

00:23:33:12 - 00:23:54:00
Michelle Gao
So how did that happen? Offline conversion uploads, which is a mouthful for sure. Don't say that becomes fast. So instead of studying settling for form filled as a conversion, you'll want to integrate your CRM within the platforms. Now, I know most of us health care marketers hospitals alike are thinking, but how does that happen in a modern day?

00:23:54:02 - 00:24:17:09
Michelle Gao
Well, it is. It is possible. And why it is essential is that we actually want to communicate to the platform in terms of who's actually getting us the qualities in terms of campaigns, in terms of keywords, who's attending or who's becoming patient. The platform itself will then optimize towards those build outcomes instead of those spam submissions. We've all gotten those bot responses and we all of them are not friendly to them, right?

00:24:17:11 - 00:24:41:08
Michelle Gao
So this feedback loop will allow us to sharpen our targeting, improve our bidding, and drive down acquisition costs. That's great. This campaign drove this many impressions, but actually, how many bookings did this end up into? So when we're able to utilize that data and feedback into back in the loop, we're able to be smarter as marketers. So when we talk about CRM, I know a lot of us use healthcare specific ones.

00:24:41:10 - 00:25:06:07
Michelle Gao
Some may opt in to Salesforce Health Cloud. Go push back those actual key events, those those win back events back into partners like Fresh Paint, which Google then utilizes, the learnings from it to produce, more push towards the campaigns and towards the keywords. So accounts who actually utilize these imports in an ongoing loop, we'll see an 18 to 25% at least minimum CPA reduction and 31% lift in qualified leads.

00:25:06:07 - 00:25:27:21
Michelle Gao
And we've seen this across a lot of our new, new accounts that we've onboarded as well. Location, location, location. So healthcare is local. We know that. So patients just like ourselves want to search for folks near them. And so geo targeting is going to really come into play, as an a way for us to take ground in the midst of AI overviews.

00:25:27:23 - 00:25:49:11
Michelle Gao
This is a way that we can stand out as marketers. So localized campaigns guess what? Outperform outperform generic campaigns three times. So structuring campaigns, at the city level, zip code level, of course you want to monitor the radiuses based off the population and your facility level based of your capacity. Every impression connects to a real accessible point of care.

00:25:49:13 - 00:26:08:04
Michelle Gao
So we can actually maximize this by looking to call extensions, map listings. That would be a p max, as well as localized copy. Right. This is an area that for sure we can stand out amongst. I allow our ads to show up exactly when and where patients are needed them. So this is what we call proximity precision.

00:26:08:04 - 00:26:32:22
Michelle Gao
So visibility that actually converts because it feels to the end user the direction that Google is going into personalized and immediate. So amidst that we've talked about data. We've talked about personalized. How can we take that another step further? Well, the most valuable data you're going to own is the one that you own. Right. So the most valuable audience you'll have is the one that's already engaged with you, who knows of you.

00:26:32:24 - 00:26:52:20
Michelle Gao
And so connect to your website, your CRM and ad platforms through HIPAA, Compliancy, of course, event tracking. It's going to be crucial, when a patient fills out your form or calls you, this is essentially what becomes first part, first party signal that can actually trigger a series of tailored ads, or what we call what we repeated the patient nurture journey.

00:26:52:20 - 00:27:22:15
Michelle Gao
Right. So layering retargeting around intent and stage visitor lead appointment and returning patient will produce a 25 to 40% lift in conversion rate amongst generic retargeting lists. So combining the CRM data that you have, looking at to the ad frequency controls how many times folks are engaging with their ads, changing the ad ads based off the frequency and pairing it with the patients who actually are seeing those touchpoints will likely increase your, booking probability and actually will double it.

00:27:22:17 - 00:27:40:18
Michelle Gao
So aligning SEO is going to be really crucial in this step here. With looking into your retargeting themes, your blog engagement, as well as which audience is actually engaging and actually utilizing that within your ads and media tactics.

00:27:40:20 - 00:27:58:23
Michelle Gao
So we can't talk about SEO and pay media without talking about the cousin in the room, programmatic and CTB. So search captures existing demand and CTV is here. You know, most of us have, you know, who have been in the space, know that traditional TV, a traditional media, etc. and tactics have been around for, for ages, right?

00:27:59:04 - 00:28:27:18
Michelle Gao
And it's not going away. In fact, it's evolving as well. CTV is only evolving from that, and it's creating a lot of that demand. So while search happens in content, we can actually create it with programmatic. So extending the digital storytelling through real world, die or display ads out of home, leaning into digital billboards that are amongst us, elevator screens, medical, campus signage, AI is actually mirroring how we can target similar to how CCTVs are targeting.

00:28:27:18 - 00:28:49:10
Michelle Gao
So, it will be household targeting, as well as other third party segments that are protected, that you can lean into a mirror, how AI operates within programmatic and CTV. So an example experience of that patient or tutoring will be something like myself. Watch an ad on Hulu. Great. I'm on an ad break. I see it for a clinic or a hospital, and I'll search you up on my phone.

00:28:49:10 - 00:29:22:21
Michelle Gao
Right? Right then and there I'm hit with a Google ad that the hospital has has put there, or perhaps a paid social campaign. Right. Whether it's a video of the facilities, video of, the doctor itself, then I'm able to make a decision if I want to book an appointment. So using AI optimized frequency allows us to ensure folks are not hitting fatigue at the right folks are seeing the right ad the right amount of times, and allowing us to measure CPM or cost per thousand metrics within 18 to 20 to, within health care versus national average.

00:29:22:21 - 00:29:48:22
Michelle Gao
So programmatic is no longer we're launching this crossing our fingers for awareness only and hoping and praying that it works. And it's actually a very metric tool that can be a great partner and ally to synchronized search, as well as funneling your entire patient funnel. So we talked about programmatic. We talked about, organic media SEO, right. And paid media, of course, which is what we're here to discuss.

00:29:48:24 - 00:30:08:19
Michelle Gao
What does that all mean? I mean, how do I split that if there's a budget? What does all mean? Well, essentially, you'll want to run all this together, right? Running both paid and organic doubled your chance of visibility, especially in the world of AI overviews and Serp. So simultaneously, joint presence will increase your CTR by about 38% and your dwell time by 22%.

00:30:08:21 - 00:30:35:10
Michelle Gao
This provides consistent user feedback that informs AI understanding of your trustworthy ness. That we talked about the positive feedback loop. Essentially, we're training the algorithm to recognize our brand as authoritative. So following Google's Eat or Eat experience expertise authority, and trust, you're reinforcing your paid visibility. You're you're seeking to increase your presence and rank for ad presence, for building confidence within the platforms themselves.

00:30:35:15 - 00:31:01:21
Michelle Gao
So you'll want to do coordinating campaigns within your organic and your paid campaigns across baked, social and paid search. So that's your descriptions, your call outs, and your call to actions to increase that lift in conversions. So the best practice is to treat both as a shared conversation instead of separate silos. Now I want to talk about, what does that actually mean in terms of execution and what's actually working?

00:31:02:00 - 00:31:24:12
Michelle Gao
And I'll pass it to Madison Kaelin. So let's start with what's driving performance right now. Across every health care account, we manage the winning formula still intent paired with local alignment. Patients aren't searching for awareness. They're really searching for access here. So that's why keywords like same day MRI, urgent care near me consistently outperform those broader terms by over 40%.

00:31:24:14 - 00:31:43:14
Michelle Gao
And we're hearing that demand with automation but with some control. So performance Max helps us scale discovery. While manual search keeps the lead quality strong. And that blended approach has consistently produced cleaner leads and stronger ROI. And the biggest shift this year has come from measurement. But GA for privacy platforms like fresh paint, an AI is just a call.

00:31:43:14 - 00:32:04:21
Michelle Gao
Tracking all connected. We can finally see the full patient journey all the way up from clicks to booked appointment. So we're no longer measuring impressions alone. We're measuring impact. But with that paid performance, it doesn't just come targeting, it can create outcomes with that as well. So let's look at what, creative is driving patient ROI on that next slide.

00:32:04:23 - 00:32:25:18
Michelle Gao
Right. So one of the biggest performance killers in healthcare marketing right now is creative fatigue. When we rotate a new creative every ten days, we see that fatigue drop by over 30%. And when we move away from that overly clinical, sterile messaging, more to like human storytelling. The difference is pretty drastic as well. UGC in clinician led content outperformed stock visuals by 44%.

00:32:25:18 - 00:32:44:15
Michelle Gao
It's just proof that that authenticity really scale is patient trust. And it's not just what we say here is really how we sequence it. So when we build journeys like search social, Ktvb, conversion rates more than double. And we also don't want to forget that compliance builds credibility here. So HIPAA safe creative isn't a limitation. It's actually a trust signal with patients.

00:32:44:17 - 00:32:56:21
Michelle Gao
So how do we connect all that creative targeting measurement into one intelligent system that works together? That's what we'll look at today in our 2025 paid media stack.

00:32:56:23 - 00:33:19:15
Michelle Gao
So the new, this is the new anatomy of connected marketing. Here's search. Social programmatic aren't running in silos anymore. They're running as one connected, intelligent ecosystem at the center. We've got privacy platforms like fresh paint. That's really the heartbeat. Collecting compliant first party data from calls, forms, web events, and then that data. Then feeds into CRM. It's where AI learns which campaigns are actually driving booked appointments.

00:33:19:17 - 00:33:30:12
Michelle Gao
Then those insights feed right back into meta, Google, TikTok and CTV. So every channel really learns from the same feedback loop here. That just means that we're making data driven decisions in real time, not based solely on.

00:33:30:12 - 00:33:31:14
Brandon Schakola
Clicks, but on actual.

00:33:31:14 - 00:33:55:24
Michelle Gao
Appointment bookings. And when clients move to this unified stack, we see a 29% boost in attribution accuracy and a 21% reduction in wasted spend. So while search and automation are advancing, fast paced social is actually playing a bigger role, bigger role than ever in discovery. So let's dig into that on the next slide. So as I takes over more search social has quietly become the discovery engine.

00:33:55:24 - 00:34:18:20
Michelle Gao
Right now, meta still drives nearly 70% roughly of all health care, social conversions, and platforms like TikTok. Reels aren't just vanity metrics. It's really where patients are finding care. Short form storytelling, clinician explainers, patient stories, authentic patient testimonials outperform static visuals by three times. And it's not just about running more ads. It's really about showing care and that creative.

00:34:19:01 - 00:34:41:11
Michelle Gao
So the brands that really win on social today are the ones that feel human, not polished. Now let's connect that discovery phase with what comes next, how we retarget those high intent users and really guide them up to conversion. So retargeting isn't just background noise anymore. It's a really, really big part of the strategy. We use tight geofencing, usually 510 miles around each facility.

00:34:41:11 - 00:34:59:07
Michelle Gao
So ads really feel local to the patient. Creative rotates daily to avoid that fatigue and really match that patient intent. So someone viewed a new pain treatment page. They might see a message like so. Comparing these specialists to that kind of precision there really lifts ROI by almost two times. And when we pair that display with search.

00:34:59:09 - 00:35:00:00
Brandon Schakola
You get true.

00:35:00:00 - 00:35:16:16
Michelle Gao
Follow me visibility. So 3 to 5 touchpoints across a week. And that's really how we keep, health care systems top of mind for all the way up from research to appointment. So we built the demand and visibility. The next big leap here is measurement. So looking at how attribution has evolved from clicks to care here.

00:35:16:18 - 00:35:17:05
Brandon Schakola
This is where.

00:35:17:05 - 00:35:41:04
Michelle Gao
Marketing really finally meets operations. So we're connecting J4, I assisted call tracking platforms, privacy platforms, you know, like fresh paint into a single HIPAA safe ecosystem that lets us trace every call, appointment, revenue, event, really end to end here. Call scoring helps us separate inquiries from true conversions. And now we can attribute revenue also by service line, not just campaign dashboards refreshed weekly here.

00:35:41:10 - 00:36:00:02
Michelle Gao
Really cutting that lag time between insight and action by almost 40%. So true attribution really isn't about just counting clicks here, right? It's about connecting the data to ultimate patient outcomes. And that shift really from volume to value is exactly where the KPIs are heading next.

00:36:00:04 - 00:36:20:18
Michelle Gao
So in 2025, we're retiring the old metrics here, things like click through rate CPC and impressions really only tell us part of the story. What matters now are the outcome based KPIs. So that's like cost per book, patient lead quality score, lifetime value per channel. These are the metrics that really align marketing with real patient care. The best health care brands aren't chasing volume anymore.

00:36:20:18 - 00:36:31:07
Michelle Gao
They're measuring value. So that's really what separates the reactive marketers from predictive ones. Next, let's look at how visibility itself has changed because the Serp, that we all used to know and.

00:36:31:07 - 00:36:32:08
Brandon Schakola
Love is, much.

00:36:32:08 - 00:36:53:18
Michelle Gao
Different than it was just two years ago. So we've really got to change the way that we're looking at the search engine results page, because it isn't linear anymore. It's layered. Patients are now seeing eye overviews, you know, paid ads, map listings, organic results all at once, health care systems that show up across all four layers. They're paid local, organic and I are the ones that really dominate patient discovery.

00:36:53:20 - 00:37:20:16
Michelle Gao
That multi-layer presence really drives 38% higher click through and 25% higher patient trust. So instead of choosing one layer, you want to own them all here. Pay gives you visibility, local gives you proximity and organic builds credibility. AI builds context. All right. So here's what the modern patient journey looks like today. Impression I interaction to click to call to appointment outcome privacy tools like fresh paint I have to call tracking J4.

00:37:20:16 - 00:37:41:21
Michelle Gao
Let us see every step of that path and tie back to real patient revenue. So we're moving past surface metrics. No no more clicks form pillars success indicators. Now it's all about the cost per booked patient. Lead quality index revenue per patient acquired just in an AI driven world, data ownership is strategy. So whoever controls that signal really controls the outcome.

00:37:41:23 - 00:38:00:13
Michelle Gao
And I'll pass it back to Michelle now to talk about future paid media. Yeah I'm excited. I'm seeing lots of great questions. I'm excited for Q&A, by the way. So, future pay media, right. So what does the future hold? I shifting from automation to anticipation. So algorithms are predicting learning a way our patients act, not just how they search.

00:38:00:19 - 00:38:27:07
Michelle Gao
So within 2026, we'll start to see ads performing within the AI ecosystems themselves. So Gemini tap GPT perplexity to chat airbases into new conversion point. So what do we've seen? We've seen this with shopping right being launched as well. We'll pretty much can expect to hopefully see this within appointments as well. Or perhaps inquiries. So predictive building our bidding will allow us to build against anticipation of users within time, location and behavior signals.

00:38:27:09 - 00:38:51:22
Michelle Gao
So Google's AI max that they launched in terms of campaigns as well as Gemini will soon integrate with true intent driven targeting. And we will only look to forecast more localized visibility for those that adopt this, as well as cross-channel AI, budgeting will be a key way to draw, draw in and maintain within, pay media performance in terms of the world of AI, right?

00:38:51:22 - 00:39:17:20
Michelle Gao
So with SEO launches or SEO or organic visibility, you'll really want to lean into the cross-channel, AI budgeting, which will reduce manual optimizations time by up to 40%. So we have this look at the logo. It's actually saying that the cookie errors over. So owning data before I own the decisions is going to be important. First party signals are now the competitive advantage.

00:39:17:20 - 00:39:36:24
Michelle Gao
We'll talk about this I know I saw a question come in for Q&A of how that looks like, what that looks like in terms of retargeting. Fresh paint will enable compliance. You know, that that is a tool that we can sometimes utilize instead of relying on actual data. You're going to want to rely on an engagement and advance based, retargeting.

00:39:37:01 - 00:39:54:17
Michelle Gao
So that's those have been through your website. So to engage with your ad is going to be a van based, an offline conversion. You can upload certain less to that get protected within their information. We can dive deep into that a little bit more as well. But that insurers basically have a compliancy, but, but also being able to retarget.

00:39:54:17 - 00:40:21:14
Michelle Gao
So owning your data and owning your targeting is going to be extremely important and vital. Instead of gleaning on the ad platforms that want essentially allow you to put your dollars into them and allow them to continue to spend, without thinking for yourself and allow them to use, you know, whether it's advantage plus or meta or, you know, p max without guardrails on Google, you'll want to stop relying on that overly and rely on your own actual mix of audience building and budget allocation.

00:40:21:18 - 00:40:43:20
Michelle Gao
So building your own internal warehouse of what are my engagement metric to KPIs actually matter? Use calls. What is the actual conversion quality that matters as well? Who's actually showed up? Who actually is likely to book in time and time again or actually need my services? And what is the lifetime value that I'm gleaning from each channel, whether it's, Google, whether it's being, whether it's, meta or etc..

00:40:43:21 - 00:41:04:04
Michelle Gao
Right. So health care organizations are leveraging this first party data is going to grow about 1.7 x faster year over year. As the AI implementation has grown as well. So data control essentially is strategic control. What are the takeaways. Right. For my folks who are taking notes in the room. So step one do a diagnosis of yourself.

00:41:04:04 - 00:41:27:01
Michelle Gao
Whether it's incognito mode click with do a search as to how you're appearing in your AI overviews and search. What are the service lines that you're actually showing up for? What are you not, what are your competitors showing up for versus you? Look at your historical impression data. Whether it's in your CRM or data platform you have, whether it's Ga4 or the ad platforms themselves, audit for your creative creativity.

00:41:27:01 - 00:41:58:15
Michelle Gao
Right. We all think we have the best creatives. Look at it from your patient's journey. Are you communicating in the way that they want to be received, or you want the way that you want them to be received? Review your click through rate trends? That would be great indicator and actual data, to show you how your creative is performing as well as your ad frequency, align and centralize all your data messaging right across the board, it should be concise and consistent with your landing page, your, SEO content, and then it adds ad assets themselves.

00:41:58:17 - 00:42:21:09
Michelle Gao
Step two connect the data to tracking as best as we can, and we're happy to have offline conversations with those of you have more questions as well of what that looks like, strengthen that tracking and data. Lean into the funnel right. Lean into using the data as you can to build a retargeting funnel a prospecting funnel. Align your messaging across the board to lean into what AI is already pushing towards.

00:42:21:09 - 00:42:45:07
Michelle Gao
What your patients are looking for. But stand out with emotional, you know, emotional assets, humanize experience for them. Third, you want to share the call tracking CRM is actually communicating back to the platform, right? Create a feedback loop. Step three activating the visibility. So then take away from the learnings of the data. Make that into action items.

00:42:45:09 - 00:43:02:24
Michelle Gao
Really relaunch certain manual campaigns. If you need to test certain campaigns, shift the budgets. Scale where you can expand within your local targeting, where you can as well, especially for underperforming markets. And you'll want to do a creative refresh. And I know some of us are thinking we're not TikTokers, that that's not what we're alluding to for creatives.

00:43:03:01 - 00:43:35:17
Michelle Gao
Creatives is also your headlines. It's also your site links. It's also your image extensions. It's it's your landing page experience you'll want to take away and be able to refresh and integrate testing every ten days. Right. Step for attribution and lean into that for performance. So measuring down your funnel outcomes, your bookings, your appointments, keeping track with the data that we get, rebalancing your budgets towards that even if it's just monthly or quarterly, and maintaining this process as a full on cadence versus a one step process.

00:43:35:19 - 00:44:01:24
Michelle Gao
So what do we learn today? I changed the playbook. We all know that even more coming in here. Patients are now getting answers before clicking. You know, the winning folks that are in this room are going to be designing their strategies towards zero click visibility. SEO is building authority, and pay media is allowing you to establish your guarantee and visibility in front of your audiences, so you're able to balance awareness and conversions through integrated search.

00:44:02:01 - 00:44:25:15
Michelle Gao
No momentum wins. Consistency is key as we stay consistent and lean into. Despite these changes, you'll see folks who have paused out ads when when budgets are tight or when they're when they're not sure what the future looks like actually falling behind, and their ads losing the visibility and the learnings that they've built so long for to keep your data is your ownership, which is your freedom.

00:44:25:21 - 00:44:48:09
Michelle Gao
So first party data is signaling, into your ads, which will outperform, allowing the algorithm or the platforms deployment guess control what you measure. You decide what KPIs you want to go after and allow the platforms to show you where that is and where that is going. In terms of predictability, compliance is key. We talked about that and emotion still wins.

00:44:48:09 - 00:45:10:15
Michelle Gao
So we'll still want to lean into the empathy driven messaging humanized experience. It will always outperform the automation always. What can we expect in the future? I know we'll talk about the future in terms of search becoming service. Google's increasing in their experiences as well. Just this week we've seen some changes as well across the AI front in terms of search platforms.

00:45:10:17 - 00:45:33:24
Michelle Gao
And I will bring rank practices, hospitals, based off of trust signals. Right. That feedback loop that we discussed, based off your accuracy, how often users are engaging with you and your ads, as well as the overall user experience. Some of the emerging AI channels that are coming, are just listed for you here. If this is not the end, this is not the beginning.

00:45:34:01 - 00:45:55:12
Michelle Gao
Search is becoming service. We talked about the generative experiences your ChatGPT polls, open AI marketplace, GPT five, Merchant Program, Gemini AD Studio, and Amazon. Amazon have cloud ads just to cover the the barely scratching the surface of what we can expect for coming. Perfect. I'll pass it back to Stuart before Q&A.

00:45:55:14 - 00:46:11:10
Stewart Gandolf
Great team. Thank you. That was awesome. I was just, love the, the way you guys presented. Good job. So we have a bunch of questions and, I will be getting straight into the Q&A in just a moment. The we've got a bunch actually. And then pre questions too. So we'll cover those in a minute.

00:46:11:12 - 00:46:29:02
Stewart Gandolf
As we talked about we can actually help you with this stuff. So we're educators for sure. But we can actually, you know, help hospitals, health systems providers track patients and implement these things. Our information and contact info is there. If you'd like a consultation with us, just, you know, contact us and we will be glad to help you.

00:46:29:04 - 00:46:40:18
Stewart Gandolf
So, on the Q and a, Michelle, you actually saw a couple questions you wanted to respond to. And I've got a couple and I'm pretty sure Brianna does, too. So we can just launch. You start with some of the ones that are relevant to what you just talked about.

00:46:40:23 - 00:47:04:22
Michelle Gao
Yeah. So, I answer the question about CTB, and I want to be able to be directly more clear about that. So it's not about just the most folks are actually on TV and desktops and households. It's actually based off the household themselves. Actually, we highlight this, and so, essentially that feeds into the process. And so, it's not essential for the phones.

00:47:04:22 - 00:47:24:24
Michelle Gao
No, it's a TV essentially can be retargeted as well. It's based off the search behavior that the patients or users would take afterwards. So if you watched, you know, an ad in between a show that you're watching at home with your family, you know, you would then go to your phone, which then the, the paid search ads would then appear or pay tolls or whatnot.

00:47:24:24 - 00:47:26:23
Michelle Gao
So great question.

00:47:27:00 - 00:47:41:21
Stewart Gandolf
Right. We had a question about I'm sorry, Michelle, the, you did Matt, you did answer this, but, in just in case I missed it about the retargeting part because that's yeah, the board retargeting probably sent people into at least into a park. Yeah. Yeah for sure.

00:47:41:23 - 00:48:01:02
Michelle Gao
Yeah, yeah. So yeah, I love that. That was the next question I was going to go to. So basically essentially with, with retargeting, you'll want to go after events based, retargeting in terms of behaviors. You can also utilize offline conversion lifts, list uploads, which we wanted to include more details, but we didn't want to blow everyone's minds today.

00:48:01:02 - 00:48:16:18
Michelle Gao
So, message us if you can. Afterwards, we'd be happy to dive in with you and walk you through that process of what that looks like, for your needs. But, essentially, you'll want to do events based and conversion list, uploads. And so I don't know if you want to touch on that more so than I didn't.

00:48:16:20 - 00:48:30:02
Stewart Gandolf
Yeah. But we're going to say that, you know, we use, fresh paint for the privacy screen. It's been a partner of ours for a number of years. There are there are technologies out there. So I'm not saying it's the only one. I just want to have full disclosure. That's our partner. You can do a lot of.

00:48:30:04 - 00:48:49:12
Stewart Gandolf
You just have to really know this stuff. You guys, when the when the, Google tracking technology, and the of civil rights came out around 2022, we immediately went to, you know, high end attorneys, national law firms as well as consultants. And we ended up choosing fresh paint as our partner for this. But again, there are other partners out there.

00:48:49:14 - 00:49:08:03
Stewart Gandolf
You just need to make sure you really know what you're doing. Right. That's really key. I'll answer the next question. A couple questions we have. One is the, number one, a simple one is can we get the organic presentation? Yes. We'll have you want that organic presentation. Just email us through the Q&A. Up there.

00:49:08:04 - 00:49:28:14
Stewart Gandolf
We'll make sure we get that to you. Both the DAC and the, recording of that. So we'll be happy to do that. One of the questions, was, you know, how do I, there's a specific there's some related questions here. One was, general, I'll take the general one, and then maybe somebody else on the team can take the other one.

00:49:28:16 - 00:49:58:00
Stewart Gandolf
So one of the questions was for health care marketers, how to justify continued investment in paid search. Budgets are tightening. And so the answer there I think is obviously it depends on the, the health system or provider that you work with. But really, I think a lot of it just always comes down to justifying ROI. And the first and showing number one today, if if you're showing we had we spent, you know, $100,000 and we got 542 clicks as a CEO, I'm like, what?

00:49:58:05 - 00:50:25:00
Stewart Gandolf
Okay, okay, I guess, but we spent $100,000. So it's a lot more exciting when you can say, and we can attribute this means this many patients and we can estimate about the surgical volume was that that's going to be a lot more compelling secondarily. So the tracking technologies that are out there today, the combination of the CRM, the AI system call tracking, which I would love to do a webinar on just that, how powerful that is.

00:50:25:02 - 00:50:44:20
Stewart Gandolf
Fresh paint. Some of these other technologies can help you build a case which is just far, far stronger. And, that than was practically possible before. I'd like to say that to me, this year is the most exciting year I've had as a marketer since I started. I mean, since we were starting our agency 20 years ago, going, you know, in paid search became a thing.

00:50:45:01 - 00:51:03:20
Stewart Gandolf
So there's so much going on and things that are possible now that really weren't before, but it just gets really technical really fast. But if you can do that, then you can prove what you're doing is working. It's going to be a lot easier. You may have to pilot use that word pilot internally. If you have to. That's something that we find, works.

00:51:03:22 - 00:51:21:16
Stewart Gandolf
And then I would also say prioritize the service line, right, that you're going after if you're doing service line marketing. So and in any provider I think I've ever worked with, there's usually some things they say, oh, yeah, plenty of those cases over there. And I certainly want to serve those people in those cases. But over here is something we're trying to build.

00:51:21:16 - 00:51:43:14
Stewart Gandolf
So I would say prioritize. And the next question was similar but a little different. And I want somebody else on my team to answer, which was with limited budgets, navigating new AI powered SERPs, you know, which layer should they prioritize first to get the greatest impact? I think, Brian, and you can take that in terms of I think we're talking about organic versus paid, you know, like, what would you guys say?

00:51:43:16 - 00:52:02:22
Brandon Schakola
So in terms of which layer, I mean, you first need to understand like which layers do you already own? Like, are you are you getting, you know, images. Are you getting video or are you, you know, not just looking at standard Google SERPs, but are you also looking at other search services like YouTube, like Reddit like, or what?

00:52:02:24 - 00:52:36:10
Brandon Schakola
Be in the places where people are asking questions. So some of that you can, you can take care of, with your own owned media, meaning like your website itself. I would dig into, making sure that you have a stack that is driven by radical prioritization, like, what is the service that's bringing in the majority of your dollars and put your money there first, like do that first, then pick another one that's maybe halfway, to that.

00:52:36:12 - 00:52:59:23
Brandon Schakola
And that will give you a sense of what sort of incrementality can you drive. So your organic, there is then a supporting actor to, to pay media, which is going to be your primary capture. Turning that off would be pretty much suicidal at this point. So you can diversify in so many different ways now.

00:53:00:00 - 00:53:06:22
Brandon Schakola
Like just start, like, I don't want to stop. Just start. Yeah.

00:53:06:24 - 00:53:26:03
Stewart Gandolf
Anything else? Brandon? Because I don't want to jump to another question. Before. So a couple questions came in about fresh paint I just mentioned a minute ago, or as a partner with them, if you're interested in other platforms, were aware of some. I would just email us. It's kind of beyond the scope of today. And we can talk about this, I would give you and there's a new and emerging as well.

00:53:26:05 - 00:53:55:01
Stewart Gandolf
The a couple thoughts here though. Number one, be very, very careful. Like you know, running naked was having, you know, Google Analytics or Facebook pixels at a pixel is something you just shouldn't do. You know, I have seen people that have just don't have any budget for this at all that run without tracking. That's really scary because obviously you can be HIPAA compliant by removing all the tracking technologies, but your marketing is like driving a car at 100 miles an hour without having the windshield to see where you're going and where you've been.

00:53:55:03 - 00:54:20:10
Stewart Gandolf
So I would say, be careful there. I would say as you're looking at various platforms, there's other options to and oh, by the way, if you're interested in this particular topic about just how this whole world began, I have a really good podcast that I can send you. We have a ton of content on these kinds of issues, so I can send you, a pretty up to date, a podcast about that, along with, like, legal sources to view different things you could do.

00:54:20:10 - 00:54:44:20
Stewart Gandolf
So asset so just reach out to me for that. I would also just say that, be careful of like sort of a Johnny come lately brand in terms of like if you use anybody just make sure anything to do with HIPAA, you're using a brand leader. You know, when we work with databases or CRMs, we want to work with people that actually can prove to us, plausibly there's a real company behind it because you don't want to find out that you don't.

00:54:44:22 - 00:55:01:17
Stewart Gandolf
I can share a quick anecdote. We had a client, we gave them several recommendations for these privacy platforms. They went to somebody brand new we had never heard of. We were worried, and they totally screwed up the track. And it was a debacle. Everything just went down. So be careful. Make sure you do find a reputable vendor.

00:55:01:17 - 00:55:17:18
Stewart Gandolf
It doesn't have to be fresh paint. There are others. You can also build your own systems. But just be careful not to use just some guy or some guy that called you. Where to? The next question is where have you seen I deliver the biggest left hand performance and that's there's a lot of answers there. I'll just start there.

00:55:17:18 - 00:55:38:06
Stewart Gandolf
My team can jump in when we're talking about AI. Just keep in mind today's focus is really I as it relates to Google, right. And ChatGPT and these things. But AI and healthcare can mean things like I bots answering the phone for you, which is a classic problem with health systems. AI can be a AI system, call tracking AI can deliver, revenue cycle management.

00:55:38:06 - 00:55:49:23
Stewart Gandolf
But in the context of today's webinar, team, many of you guys have some comments on that for best left. More specifically, the paid search or SEO.

00:55:50:00 - 00:56:25:05
Michelle Gao
Yeah, we've seen a lot a couple different ways. Obviously on our end, we utilize AI tools in terms of the targeting, specifically within healthcare of where folks are, how they're how they're searching, and even how we present ourselves, within SEO results, right within AI visibility on the other end, for most of our, clients that we see in this space, they're also, yes, leaning into more so the AI, you know, conversions with within, you know, getting inquiries, having that be a track ability, factor in terms of the ads.

00:56:25:07 - 00:56:38:19
Michelle Gao
So I would say specifically for pay media specifically as to what we're discussing today is going to be to lean into for keyword research as well as the actual infrastructure of your campaigns and the tracking component that you've touched on. Stuart. And then Brandon.

00:56:38:19 - 00:57:04:23
Brandon Schakola
Okay, I'll piggyback off of that. Something else you're really going to want to pay attention to is, what, what do these, large language models believe about your brand? That is a massive trust factor. And because the hallucination rate in healthcare is vastly higher than it would be in any other industry, you need to be watching out for those.

00:57:05:00 - 00:57:19:01
Brandon Schakola
So you have to watch for those organically and in paid. You can actually can you can actually dial that in a lot, a lot more rigorously. With the targeting, and the recommendations Michelle provided.

00:57:19:03 - 00:57:34:03
Stewart Gandolf
Very good. I'm going to as we wrap up here, I'll just add a comment or two. A lot of our questions that we had pre meeting were all about the organic side. And you know, Brandon like I'll give maybe a comment on that. And then again of course people can request the webinar. We'll send it to them.

00:57:34:05 - 00:58:02:12
Stewart Gandolf
But you know the organic side of the things is the world has changed, you know, completely. Like it's, again, a very exciting little scary, but a very exciting time. And the answer there on the organic side is to be everywhere. I mean, really be everywhere is like, if I had to summarize it. So, you know, some of the things that we break down is that we've always cared about, like your brand that matter as much more now, your authority in terms of your expertise and, things like PR can be embedded to make that really successful.

00:58:02:14 - 00:58:28:05
Stewart Gandolf
You know, making sure you have your, Google profiles and, the reviews. So there's some basic things you should be doing already. There's a lot of other things you can be doing with technologically branded. If you have a 32nd, you know, Ray of hope for that. Or as we wrap up here, I guess actually, maybe a better way to answer that is just how about the question is of like how to tie in the SEO with the paid search side?

00:58:28:05 - 00:58:31:23
Stewart Gandolf
Because on the paid media side, it might be helpful to our team.

00:58:32:02 - 00:58:55:19
Brandon Schakola
Sure. All the way, the way I've been thinking about it is, just in understanding the underlying technology of of Transformers. Right? There's a, there's a window in which things have to fit. Right. It's like on the one hand, yes, you're getting almost like, you know, Einstein level capabilities. But on the other side, you're also dealing with kind of almost like a three year old.

00:58:55:21 - 00:59:17:12
Brandon Schakola
And so if you kind of keep in mind that our future is this sort of jagged nature and understand what that context window is, and each of those large language models has different versions of that. They have a different they have a different attention span. And if you understand how to work with it, and what it spits out, how is it building the summaries?

00:59:17:12 - 00:59:26:14
Brandon Schakola
What's more important in terms of sequencing, you'll have a better understanding of the patient journey. And that is where you're targeting is really going to fly.

00:59:26:16 - 00:59:47:10
Stewart Gandolf
All right. Awesome. Well, I want to thank everybody for listening today. And viewing us, we've really enjoyed this. Feel free to network and, reach back to us. We're here and available to answer questions. The email address up there is my, one of my address. It's it's a real address. It's our publishing address. But the emails will get to me, and I'll distribute it to the team as we go through that.

00:59:47:14 - 00:59:49:05
Stewart Gandolf
Tom, do you have any final thoughts?

00:59:49:07 - 01:00:10:22
Tom Bradach
Yeah, I just want to say Stuart, Brandon, Michelle Madsen, thank you all for sharing your expertise with us today. And another thank you to Healthcare Success for sponsoring today's program. Please do complete the survey and, recording of this webinar and the slides will be shared this afternoon. So that concludes today's presentation. Thank you everyone and have a great rest of your day.

01:00:10:24 - 01:00:12:13
Stewart Gandolf
Thank thanks so much.

01:00:12:15 - 01:00:13:08
Brandon Schakola
Okay. Thank you.