Articles
Research-backed writing for the person who owns the practice.
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Your patients now ask AI first — what that changes for a clinic
The behaviour that changed, counted by two published surveys, and the part of it that actually reaches your front desk.
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Ask an AI assistant about your practice — what the answer tells you
Six kinds of answer you might get back, and the symptom each one points at. Takes about ten minutes.
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Why the AI quotes your competitor, and not you
What it means when someone else's practice keeps turning up in the answer.
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Why a beautiful clinic website can be invisible to machines
Design quality and machine readability are separate properties of a page.
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The gap between what patients see and what machines receive
On the specimen we built both halves of, the difference between the two is a number.
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What a machine can tell about your practice right now — a checklist
Twelve questions to put to your own website, none of which needs a tool.
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What monthly content actually does — an honest take
What publishing every month is genuinely for, and what it cannot do.
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Redesign vs rebuild: what to check before you decide
Six questions that tell you which one you are actually being quoted for.
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Counting inquiries, not people — privacy-conscious clinic analytics
A clinic can know how many people got in touch without holding anything about who they were.
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How to evaluate an agency's SEO claims — questions to ask
Nine questions, and the answer that should worry you in each case.
