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• SGE: Search is becoming more social and interactive
• EEAT: Google prioritizes first-person experience
• AI is a powerful tool, but poses challenges
• Regulatory bodies and digital platforms are starting to impose rules about AI
• What will search and AI look like in 2024? 

Google’s been busy. Over the last few weeks, the company made a series of notable announcements at both Google I/O and Google Marketing Live, its annual developer and ad-focused conferences. And there was one common theme: generative AI.

There’s a good chance that you consider “word of mouth” one of your company’s top lead generators. That’s because humans are pack animals. Research shows that when humans weigh difficult decisions, they find assurance and security in other people’s opinions. We all tend to think that if other people have used a product and service, and are happy with it, it’s probably a good option for us too.

It feels like everyone is talking about AI lately. Whether it’s ChatGPT writing ads in the voice of Ryan Reynolds or Lensa creating portraits of your friends on social media, generative AI is getting a lot of attention. And a lot of people are speculating that AI will simplify a lot of tasks—including marketing tasks.

Healthcare organizations—whether they are independent medical practices, large consolidated medical groups, or hospitals—are facing increasing pressure from consumers, payers, and regulators. To survive, they need to attract and maintain patients to ensure your practice’s wellbeing and revenue cycle. Marketing is an essential part of these efforts.

(And 4 strategic law firms that get it right)

The best lawyers are strategic. They have a vision of where they’re going with a case, and then they build a roadmap. You would never waste thousands of dollars purchasing unnecessary medical records, deposing irrelevant experts, let alone file a case that wasn’t recoverable.