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Webinars

Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.

 

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Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.

Catch the audio-only episodes on Touch Point Media, available on your favorite podcast streaming platforms.

 

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The Latest Hospital Digital Marketing Articles

 GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

Stop Chasing Traffic. Start Winning Patients.

This article was written for GreyMatters by Mark Samber, Vice President of Marketing Technology at mhp.si. Mark has over two decades of experience in web development and digital marketing, in roles on the agency and client side of the table. Mark has a PhD in history and public policy from Carnegie Mellon University, where he gained immeasurable research, data analysis, critical thinking and writing skills that he brings to his role every day. 
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It’s 7PM on a School Night. Does Your Site Show Up When Patients Need It Most?

The moment that matters: It's 7 p.m. on a school night. Your 10-year-old is running a fever. You ask ChatGPT, "Are any urgent care clinics near me still accepting walk-ins?"

Whoever wins that moment wins the patient. Your blogs, your conditions and treatment pages aren't going to win you that moment. AEO Visibility will. Put your site in front of the patient at the moment that matters.

Stop chasing top-of-funnel visibility

Informational queries like "what causes a fever?" pit you against WebMD and Cleveland Clinic, and even a win rarely brings a click from your service area. One multi-location urgent and primary care group published 480 blog posts over roughly two years, garnering thousands of website visits, and attributed just 15 appointments to them.

Patients ready to book ask local, urgent questions. In AI search, those are winnable.

How AI assistants pick a clinic

ChatGPT, Gemini, Perplexity and Google's AI Mode build local answers from your website, your listings and your reviews. They favor facts they can find, confirm across sources and quote directly.

Here’s our prescription for winning AEO Search as a healthcare organization.

Step 1: Make location pages answer-ready

Local intent lands on location pages, so give each one the facts an AI needs to recommend you.

  • Answer patient questions in plain sentences: walk-ins, hours, insurance, ages treated, on-site X-ray or labs.
  • Name conditions specifically. "Strep throat" matches how patients ask; "illness care" doesn't.
  • Add a short FAQ whose answers make sense quoted on their own.
  • Use MedicalClinic schema with hours, address, services and sameAs links to your listings.
  • Embed booking on the page so AI-referred visitors can act immediately.

Step 2: Make sure AI can read your site

An assistant can't cite content it can't reach.

  • Technical SEO matters more now than ever before. Don't block the AI bots!
  • Put hours and services in the HTML. Many AI crawlers don't run JavaScript.
  • Keep hours current everywhere. Conflicting hours make an assistant hesitate to send you a patient.

Step 3: Build consistent off-site signals

AI answers cross-check the same entity signals local search uses.

  • Keep name, address, phone and hours identical across Google Business Profile, Bing Places, Apple Business Connect and Yelp. ChatGPT search leans heavily on Bing.
  • Complete healthcare directories like Healthgrades.
  • Grow review volume and recency. Assistants summarize reviews, so "seen in 20 minutes" shapes how they describe you.

Step 4: Measure AI visibility

  • Run a monthly prompt set per market, such as "urgent care open now in [city]," and record how you appear.
  • Segment GA4 referrals from chatgpt.com, perplexity.ai, gemini.google.com and copilot.microsoft.com. AI Overviews clicks report as Google organic.
  • Judge success by bookings, not sessions.

The proof

After shifting from blog volume to this approach, the clinic group's traffic barely moved but over the next 12 months, organic bookings rose 123%, conversion rate rose 77% and engaged sessions rose 64%.

The parent at 7 p.m. isn't reading your blog. Make sure they find your system or urgent care clinic.

Want to see where your location pages stand? Book a consultation with mhp.si and we'll show you how to win patients using AEO/SEO tactics that work.