TrackableMed

Your Yelp page now writes part of ChatGPT's answer about your practice.

OpenAI struck a deal with Yelp last month to use its reviews and business information in ChatGPT's local recommendations. Listing data most practices have not checked in years is now feeding AI answers about who patients should see.

And healthcare has more listings to get wrong than any other industry.

Swipe through, then run the two minute test at the end.

Your next patient already had a consult. It was with an AI.

Two changes shipped last month that move the start of the patient journey away from your website. Patients now arrive having already talked through their symptoms with an AI, carrying a named condition and a point of view about treatment.

Most practice websites were written for a patient who arrives uncertain. That patient is disappearing.

Swipe through for what changed.

Last week we celebrated someone who makes TrackableMed what it is. Happy birthday to our founder/CEO, Zed Williamson! Thank you for your vision, your leadership, and for building a team that knows how to throw a good party. Here’s to another great year!

#50

A rep holding a brochure is a vendor.
A rep holding case volume is a partner. 👇

And that one difference decides more device evaluations than any feature comparison ever will.

Here’s what most teams get wrong about direct-to-patient advertising:

They think it just means more leads. More awareness. A warmer pitch.

But the real shift isn’t volume, it’s position.

DTC changes who started the conversation.
What your rep walks in knowing. What leverage they actually hold.

None of it makes them a better closer.
All of it changes what they ARE. 🎯

Swipe through for the 4 mechanisms 👉
Same rep. Same product. Completely different room.

Patients don’t choose you for the reasons you think 👀

You’re investing in faster wait times, the newest tech, more certifications.

Important? Of course.

But here’s what actually drives the decision:

✅ Feeling understood in the first 90 seconds
✅ Knowing exactly what happens next
✅ Feeling like they’ve already “met” you before they walk in

Credentials get you considered.
Connection gets you chosen. 🤝

And connection is hard to build in a block of text. It’s why patients remember so much more of what they see in a short video than what they read and that’s often the difference between someone scrolling past and someone booking.

If all your energy goes to the left column and none to the right, you’re losing patients you already earned. 📉

Be honest, what made YOU pick your last doctor or dentist? The specs, or the way they made you feel? 👇

Busy today does not mean healthy.

Your procedure schedule this month came from inquiries you got 60 to 90 days ago. So when new patient inquiries start dropping, your calendar still looks full. Consults still look fine. Everything feels normal.

The gap shows up a quarter later, and by then you are trying to diagnose something that started three months back.

Revenue tells you what already happened. Inquiry volume tells you what is coming.

What number do you check first when a month comes in light?

Early adopters in AEO/GEO are establishing citation advantages that will be very difficult for competitors to overcome. The window is open. For now.

I’ve laid out the shift. Now let’s get tactical.
Five things your practice or marketing team can start this week:

1. Audit your FAQ and procedure content. Is it written to answer specific patient questions, or just to inform? Rewrite to be cited.
2. Check entity consistency. Search your physicians’ names, your practice name, and your key procedures across your website, Google Business Profile, Healthgrades, and Doximity. Inconsistencies hurt AI legibility.
3. Set up AI referral tracking in GA4. Create source/medium filters for chatgpt.com, perplexity.ai, and Google AI Overviews. You can’t manage what you don’t measure.
4. Identify one earned media opportunity. One physician. One relevant publication. One quote or contributed piece. This is now citation infrastructure, not just PR.
5. Optimize your LinkedIn presence. Specialty-specific content, consistent posting, structured bios. LinkedIn is in the top 20 domains cited by every major LLM.
The brain seeks the path of least resistance to a confident answer. AI answers that path now. Your content either gets cited in that answer - or it doesn’t.
Which side of that equation is your practice on?

Every hot take saying ‘SEO is dead’ is wrong. But the discipline has fundamentally changed - and most practices are missing the new layer entirely.

Think of it this way: SEO gets you in the room. AEO gets you cited at the table.

Traditional SEO still matters. Site speed. Crawlability. Backlinks. Content. This is the infrastructure that makes your site legible and retrievable by both traditional and AI-native engines.
What’s changed is how authority is actually built in the AI layer.

According to Muck Rack’s Generative Pulse 2025 report - analyzing over 1 million citations across ChatGPT, Gemini, Claude, and others - 82% of links cited by AI are from earned media: journalism coverage and third-party blogs.

That’s not an SEO metric. That’s PR. That’s reputation. That’s the brand work most practices have been deferring.

Here’s the new stack for specialty practice visibility:

1. Structured content: FAQ pages, procedure explainers, condition-specific content - written to be cited, not just read.
2. Entity consistency: Physician bios, credentials, and specialty terms consistent across every surface - your site, Google Business, health directories, press mentions.
3. Earned media: Get your physicians quoted in health journalism. Issue structured press releases. Build backlinks from relevant medical publications.
4. Social signals: LinkedIn, Instagram, and Facebook are in the top 20 domains cited by all major LLMs. Your LinkedIn presence is now discoverability infrastructure.