More Content Is Easy. Better Content Takes Judgment.
In this video, Etna Interactive's Director of Marketing Strategy, Jessica White breaks down how AI has changed... Continue Reading
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Category Archives: AI
Structured Data and Schema Markup for AI Search: What Practices Need To Know
Patients increasingly form their first impression of a practice from an AI-generated answer, rather than from a webpage they click through to read. Google's AI Overviews, ChatGPT, Claude, and other AI search tools summarize, compare, and recommend providers using information they can access and interpret across the web. Clear, well-organized information makes it easier for... Continue Reading
AI Search Doesn’t Rank, It Characterizes
In this video, Etna Interactive CEO Ryan Miller, discusses how to monitor your practice's visibility in AI Search. As patients increasingly turn to tools like ChatGPT, Google's AI Overviews, Claude, and Perplexity for provider recommendations, tracking "share of voice" has become just as important as monitoring traditional search rankings. Follow along to learn the difference... Continue Reading
How AI Is Reshaping Local Visibility for Aesthetic Practices
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How To Rank in AI Search Results: Why Online Reputation Shapes Visibility
If you want your practice to appear in AI-generated answers, look beyond keywords alone and start strengthening the public signals that help answer engines understand and trust your brand. Platforms like ChatGPT, Perplexity, Claude, and Google’s AI Overviews are shaping how patients discover healthcare providers, and they increasingly use public signals of trust, relevance, and... Continue Reading
How Answer Engines Are Changing Search for Healthcare Practices
Ryan Miller’s Comprehensive Overview on Answer Engines and the Future of Search Ryan: Hi again, it’s Ryan Miller with Etna Interactive. Whether you’re a CEO of a private equity firm owning several elective healthcare practices, a solo practitioner, or a marketing manager, today I want to talk you through the changes happening in online search and how... Continue Reading
What California’s New AI Health Care Communication Law Means for Medical Practices – And What It Doesn’tÂ
As a healthcare marketing professional who's spent two decades helping medical practices navigate the digital landscape, I've been closely following California's groundbreaking AB 3030. This new law (which took effect on January 1, 2025) marks a significant shift in how California’s medical professionals can engage artificial intelligence in patient communications. Importantly, however, I do not... Continue Reading
How Do AI & Search Engines Value Your Unique Credentials?Â
There has been a recent surge in generative AI search engines, but what factors do they use to rank medical providers and how do they impact aesthetic practice marketing? Our CEO Ryan Miller outlines what generative AI actually knows about your practice, experience, and credentials, and how to appeal to these new search results and... Continue Reading
