I have been experimenting a lot with “answer engine optimization,” or AEO if you are a nerd like me.

I have mixed feelings about it. A lot of my clients have been asking me about AI. The FOMO is starting to set in for everyone, and healthcare professionals of all kinds feel like they are being left behind.

I get it. It is important to be in the front of the pack, especially when it comes to marketing and sales to grow your healthcare clinic.

This week, let’s talk about AEO and how important it is for your new sales.

What Do You Need To Know About AEO For Growing Your Healthcare Clinic?

There are three things you need to know about AEO.

• The volume is low: Google still absolutely dominates search. Everyone keeps talking about how AI is going to kill SEO, but it is not. In fact, Google search and Google referral search to websites has only gotten more dominant. Google is not going anywhere, at least not any time soon.
• The conversion rate for AEO traffic is extremely high. Let’s say someone goes to ChatGPT or Perplexity and types in “peptide clinic near me,” they will be given an answer and depending on the LLM, given external resources to click on. The clicks that come from AEO are much more likely to convert into a phone call, lead, and new patient. Ahrefs.com did a great case study on this.
• Local search does not have AI snippets yet. Most healthcare clinics market to their local communities because you need your patients to literally walk through the door. Well AI is not clogging up these search results the same way it is other ones. Let’s use “dentists near me” for this example. You will notice that Google still searches the local pack listings without any Gemini snippet.

See? Most healthcare clinics do not have to compete with AI results. It is straight to the Google Business Profiles and the local search.

Here is a video I created yesterday about this topic.

Brand Authority Is Replacing Domain Authority And Forcing Us To Be More Human

For the past 15 years, I have been obsessing about increasing domain authority for my clients’ websites.

Domain authority is a technical term. There are a lot of factors, but for the most part, you can think of domain authority as a ranking score that is determined by how many backlinks you have from other sites to your site.

Backlinks have been Google’s main credibility factor for decades.

That is changing.

Now, your “brand authority” is even more important than domain authority. Your brand authority is a much more contextual and nuanced metric. Your brand authority is determined by:

• what people say about you online
• how much trust and credibility you have
• what other sites say about you
• youtube
• facebook
• yelp
• bbb
• yellow pages
• reddit
• how much valuable content you put out into the world

If you are a chiropractor, it is more important than ever that you start creating trust through the content you create about chiropractic services.

The AI models see this content, make a generalization on how much the world “trusts” you, and then use those signals to determine if you are worthy of being found in an LLM search result.

It is ironic that in a way, AI is forcing us to be more human. As healthcare entrepreneurs, we are not used to putting ourselves out there.

Now, it is more important than ever that we do.

I can help you.

The Change Is Slow, But The Time To Start Is Now

Coming back full circle, I do not think that AI is overtaking everything, especially not SEO.

The vast majority of people still find healthcare services by pulling out their phone and searching for local services in Google.

But the tides are shifting. I have been having a lot of success with:

• meta ads
• AEO
• other local listings such as the local databases in perplexity
• short form content

It is important that you stay ahead of this. Although digital has always been fast paced, there have been aspects that have remained consistent over the last 15 years.

I am seeing a fracturing in the “old way of doing things.” It will happen slowly, and then all at once.

I appreciate you. Keep helping others.

Tim

Today, I am writing about why healthcare is such a good business to be in, especially in a new AI driven world.

Stick with healthcare, and you’ll make lots of money. 💸

Let’s get started.

AI, The Work Force, And Nervous Investors

There is a lot of fear worldwide right now that AI will decimate the workforce. Robots could take over blue collar jobs, and AI agents could take over white collar jobs.

It’s not just fear mongering. Just yesterday, Jack Dorsey announced on X that he is laying off nearly half his workforce.

we’re making @blocks smaller today. here’s my note to the company.

####

today we’re making one of the hardest decisions in the history of our company: we’re reducing our organization by nearly half, from over 10,000 people to just under 6,000. that means over 4,000 of you are…

— jack (@jack) February 26, 2026

Anyone seeing this would be nervous. If AI can easily replace 4000 highly skilled tech employees, who is to say it can’t replace you?

In healthcare, I can easily see massive disruption for low level workers in …

• billing departments
• insurance verification departments
• medical record documentation
• etc

But for the healthcare field overall, I believe investors, business owners, and professionals have a huge opportunity over the next few decades.

I intend to be a part of it.

The HALO Effect And Where The Smart Money Is Going

One clear thing about AI disruption is that it targets industries previously seen as the best investments.

In a strange twist of fate, the “safe” professions are now the most easily replaced. It’s a bad time to be a software engineer.

The market is responding accordingly, and we have seen a big uptick in stocks and markets the fit what is labeled as HALO.

HALO stands for Heavy Asset, Light Obsolescence.

In simple terms, the market is favoring companies that are difficult to start, hold significant assets on their books, and are not easily made obsolete.

Examples include …

• heavy industry
• airlines
• road construction equipment providers
• and you (you guessed it) … healthcare!

Josh Brown coined the term HALO and explains it well in a recent episode of Prof G Markets. (I queued the video to the proper timestamp.)

Looking at this data, I don’t see a doomsday scenario. I see a shift in market priorities where the world will again reward businesses built on empathy, specific knowledge, personal relatability, and evergreen skills.

What Could Be More HALO Than Healthcare?

Healthcare professionals are, by definition, heavy asset. The required knowledge and equipment are prerequisites for the work.

Something as simple as a dental office requires a six or seven figure investment for chairs, x ray machines, monitors, and tools that need daily sterilization.

Not to mention, the education healthcare professionals need to invent in as the most valuable asset you have.

In addition, the healthcare industry has low obsolescence. It is essentially impossible to make healthcare obsolete. Physical and mental health are filled with nuance. Every person has a unique set of circumstances requiring personal attention.

Even if AI can diagnose a patient, I have a hard time seeing a future where people are comfortable receiving treatment from a robot. Healthcare is deeply personal and will always require empathetic professionals, whether they are doctors, nurse practitioners, therapists, psychologists, dentists, chiropractors, or surgeons.

I can’t think of any industry more AI proof than healthcare.

This isn’t to say our industry won’t be affected by AI. But when it comes to serving patients, I believe healthcare is in a better position for future success than almost any other industry in the world.

Plus, healthcare professionals will always need leads and phone calls. Which is good for me. 🙂

In Closing: The Hard Work Of Empathy

I’ve been thinking a lot about a specific interview with Jensen Huang. I’ve probably listened to it five times by now.

Jensen truly understands what will be valuable in the coming decades. Every time I watch this video, I think about the amazing opportunity healthcare professionals have to build businesses, help people, and establish a track record for future growth.

I want to finish by letting you know your future is bright. The more “human” you make your business, the more success you will have as a healthcare professional.

The market will reward you with financial success, but also emotional fulfillment and a sense of purpose.

What else could you ask for?

I know I’m exactly where I need to be.

Talk to you next week.

Tim

Hey there.

This is the first issue of my weekly newsletter. The purpose of this newsletter is to help healthcare business owners get better at lead generation and sales.

It is my belief that people who work in new age healthcare need to understand these skills more than most other business models. The world is changing, and people are starting to take ownership and accountability for their health.

As a result, entire new industries are emerging and flourishing. This is a huge opportunity for us to build businesses that help people, help ourselves, promote wellness, and increase prosperity in the world.

My goal with this newsletter is to give you the information you need quickly and efficiently.

Each issue will include articles, noteworthy insights, and direct marketing and sales advice from me.

I’ve been building local healthcare clinics for more than 15 years. I’m not just a marketing and sales expert. I’m also a business owner. I own equity in multiple health specific businesses, and I know what it means to build sales systems, generate leads, bill insurance or collect cash, and work a pipeline.

This is exactly where most healthcare clinics fail.

They take their marketing seriously, but they don’t think of it as building a true sales system. For some reason, healthcare professionals don’t approach patient and client acquisition the same way other business owners do.

It doesn’t take much. A few high level changes can be the difference between breaking even and generating massive profits.

So here we go. This is the start of something big.

Every week, expect an email from me and let’s build the business of health together.