Ep. 223: The Future of Urgent Care Visibility in an AI Search World

Patient Care Marketing Pros (00:00)
So traditionally, how did patients search? was just very like urgent care near me, very basic stuff. Well, now it's starting to become more conversational. So it's expanding a little bit. And honestly, some of this is coming from now voice search is becoming more and more popular because the software and the hardware is getting so good. Like I even have, it sounds nerdy, but I even have like conversations with chat GPT on my drive home sometimes. Cause I have a quite like, you know, you're driving and you're like,

I wonder what that means instead of me like trying to remember and do a search later, I just hit tap, Chad, GBT and hit the microphone and say, Hey, what do you think about this? And I will talk for like 30, 40 seconds and it gets all of it. And it's up here. Here's what I think. I fixed my fireplace. Um, not yesterday, but day before we had all the weather coming in town. I better get this gas fireplace. yeah. Yeah. Yeah. Because, uh, gas is independent of electricity. I have to worry about that. And I'm over here talking to Chad GBT and I fixed it in about 15 minutes.

Yeah, exactly. And that's just the way like I've made a decision on my foundation for my shed because of my conversation in the car. So like all these things matter. But this is how we function now where you have to match my energy like HGVT. Hey, Nick, how you doing? Exactly. I want some of that change the voice inside. What does that maybe her? Yeah, there you go. Anyway, let's keep going. But this is how it's changing. So people are asking longer, more detailed questions and they're really asking about what's going on with themselves. We're like, this is happening. Should I go to an urgent care?

is an ER better because that's which is a great thing because we're trying as an industry and say, Hey, ER is not your answer every single time. One, it's expensive to you don't have long waves and three, we could have just solved it for you. And so and I think AI is picking up on that as well, where they understand like AI does understand what urgent care is, and kind of connecting those dots of how far can this urgent care take this situation before an ER needs to be involved. That's what's happening right now. Like

Your traditional searching is just expanding and it's becoming more personalized, especially with chat because you have to have a login too. So that chat now knows everything about you. It may say, Hey, by the way, you had this other issue when you want to talk about that. And we'll actually talk about where AI chat GPT healthcare is coming. All right. So traditional search, just to make sure on the same page, traditional search, have a Google simple search for urgent care near me. You have a bunch of, say blue links, but links essentially.

either linked to a map pack situation where it's going to the map listing, which is Google business profile, or it's listening to or it's linking to their website. You know, those traditional items were very in like, and with the hope that that's what we're wanting. And so that's evolving right now. Now you're seeing summarized answers constantly. I think I saw a stat the other day that Gemini is now summarizing 60 % of all searches now, which is huge, because I remember when Gemini AI summarized came out.

a year ago and it was like, how do I get this to generate? It's not coming up. And now it's like, can't like, how do you get it to go away? Can you please go away? And I've seen it give some like crazy answers. Like you're referencing some article from 10 years ago. Why'd you do that? You know, it's like, it's still finicky for sure, but it is now becoming that new standard and we cannot stop it. Which means also you're going to, at some point you're, we'll talk about this. You're going to start seeing ads show up and AI as well. Because

At some point, Google can't cannibalize its own revenue. So that's all coming, but this is what we know, right? So when you do searches now, you're getting recommendations and summarizing, and it's pushing all the other information. All that SEO work is starting to be pushed down a little bit. ⁓ You used to compete with just an ad, business profile, and then organic. Well, now you got AI summary, then some suggestions tied to that, and then you got your ad and all these things. So it's very different. It's happening right now.

And it's only as they get worse, but it's only become more apparent and you really can't escape it. So that's we are for the user. It's going to get better. It is. And it's going to hopefully do what it's supposed to and get you guys in the right path. But for like the business, this could hurt. We even had a company once I talked to us, Hey, our analytics data is falling off and they were very big. Like they gave out a bunch of information. So I started talking and I looked at said, well, it's because AI summary is taking your information and giving them what they want. And they don't have to click anywhere. That's right.

And that's painful, but that's what's happening. All right. Moving forward. So here's some data to kind of give you what's happening. So Google search, still monthly volume, eight to eight to 15 million searches a month type of thing. Chat GPT is pushing a million searches or queries right now. And so it's catching up because we remember Nick and I both remember when we saw it, when they revealed chat GPT and we're like, this is super cool. And then you showed it to me and I remember looking at you going, this is going to change the world.

Yeah, and it just blew up. And now here we are is catching up. And with all technology, it's going to catch up so fast that we're not be able to comprehend that. And so but you can see your chat GPT still owning it. There's arguments that we don't know Gemini numbers because Google is kind of budging that a little bit because what's happening is that you're getting Gemini results inside of Google search. So it's kind of funny. Will Google surpass everybody again? Don't know yet.

But either way, chat GPT though, my money's on Google surpassing everybody. That's it's very possible. They got slapped in the face two years ago when before Gemini, I don't remember what's called for Gemini now. I can't remember. and then perplexing the other things that we don't care as much about. We don't hear much about cause it's more like deep research and it's, and then you have, which here's the funny ones. have being barred, barred. was it. Yeah. being in co-pilot.

which is technically being generated through chat GPT because Microsoft has a relationship with chat GPT. So does Apple now. Yeah. And so does Apple. And so all that's happening. No, no, no. Apple's with Gemini. Yeah. Sorry. So all that's happening right now, but you can see like we've become used to it as a as a person, right? Like as an entire human race, we're becoming used to this and starting to use it more and more. So it's not going away anytime soon. So anyway, I just want to touch on the reality of it because that's something we have to deal with.

And then of course, what does AI search look right now? They're asking about what's happening to them at this moment. I don't know if you guys ever downloaded the Gemini app for your phone, but now it can take, turn on the video and just look at whatever you're seeing and you can ask it questions and it will identify what it's looking at and give you suggestions. And then this is that traditional version of that where you're like, Hey, I think I hurt my wrist. Somebody I can get an x-ray and urge care nearby or something like that.

it will give you a list. It will show you a map. It will give you all these things. Some of this information is being generated through Google on chat GPT. They won't deny it. And so you have all this happening and then you're like, well, how do we show up for this? How do we, because even in this search right here, it's local to us, but we got to see one of our clients show up on this list, which is super cool. We'll let you guess which one. Yeah. Anyway, one of our clients showed up on this list and we did a search. Cool. Some of our stuff that we talk about is actually working.

But this is how people function now. And we have to like, how can we identify with that and keep, and see if we can get the show up just as much. And there's lots of factors involved. Some of them are SEO oriented, but we'll go through that. All right. Yeah. So this is actually the cleanup piece of that, of the prompt itself. just put the prompt in there just to kind of give an idea. This is where you honestly, if you want to plug this prompt straight in and see if your urgent care shows up in the city that it's part of.

Now, if you're hopefully you're if you're sitting in the urgent care right now and you do this and you don't show up, hey, that's a problem. We should probably figure that out, right? And would you be a plan today? Yeah, we'll work on that as well. But just think about that and then adjust this to any service that you offer. If you do SED testing, if you do flu tests, any of it and just see what happens and see what the results are. And then you can kind of say, may be surprised. You may show up and be like, I'm number one in this. I don't need the rest of this webinar. Cool. But reality is most of you are.

your competition probably is. And maybe they don't even know how they got there. But it's real. So you can't put your head in the sand. That's what that's right. All right. So for those who dropped in that that prompt, if you haven't tried yet, try now drop in a prompt put in you and see what happens. And if you're sitting in urgent care, maybe you showed up, maybe you didn't. But we'll give you just a second to try that. And did your clinic the question is, did your clinic actually show up in that AI search?

We'll get just a second because it does take a second to generate as well. Also throw this into chat. GPT throw this into Gemini. Yeah. Right. Or if you're sitting on a PC, throw it in the co-pilot because it's just sitting there waiting for you to ask it something. It's like, please use me. Yeah. Please see you. There's a button on the keyboard now. Please use it. I'm an AI too. Let's keep going. Yeah. So why urgent care is losing visibility in the search. Okay.

I think there's a lot of reasons about this, but let me give you a few. One is your website simply isn't written for the engines. Okay. What that means is, is you're very SEO centric, right? Search engine optimization centric, which is, there to get your website ranked on Google when somebody's doing a search, but it's not written to answer questions. Right. You may not have structured the data for AI to be able to interpret it.

much like schema markups you would use for SEO, you have a way to structure that data for AI to scrape your information as well. You have weak signals. What is a local signal? Michael, real quick, a local signal would be? I mean, it could be a directory listing. It could be a directory listing. It could be a review. Yep. It could be a response to review. It could be somebody that asks for directions. Those are signals. It makes it, it makes your business seem real. Right. That's right. Cause not a fake business that doesn't make sense.

for these things to happen, it has to be a real business. So those types, it's a quality score ultimately. That's right. And your website may just not have enough content on it. It's thin or the content isn't relevant. And then a lot of times what we find is blogs. We'll find a blog situation that's two or three years old. So it's outdated. It's stuff when they let go of the agency. Here, what we believe would be the cost of being invisible to the AI is your patients are probably going to start choosing your competitors because they're answering their questions.

your paid ads are going to work harder to compensate. That means that your costs are going to go up in your Google ads. I do want to make a quick note here and just kind of put a pin here. We're not telling you that Google ads and Google SEO is no longer relevant. What we're saying in this webinar is that you need to start considering planning and prepping for the AI search engines because they're coming hot and heavy in 2026. Yeah. Like I had note on the spreadsheet of the searches, there's still

10 to one on searches right now for Google. But now there's like a 10 % search inside of chat GPT. So that's just something you have to consider where it's not game changing yet, but at some point it will be. And simply put, you're going to start losing your share over time and you're not even going to know it. Right. So you have to monitor. What do you think is your clinic's biggest AI visibility weakness today? Is it your website content?

Is it your local SEO and reviews? not, you're not managing your Google business profile properly. is it the setup? Do you think maybe the website's just simply technically speaking, not set up for it, or maybe like most people, you just don't know. Yeah. Just don't know is a pretty common response just because it's one of those websites are that classic set it and forget it for most businesses. Right. And they'll revisit it in five years and then wonder why their, their traffic never really increased or

anything. So like it's a real thing people set and forget websites all the time. All right. Let's keep going. Michael. Yeah. Yeah. So go into the framework of things. So I'm sorry. I guess I should have waited on the answers. yeah. I should start doing that. Yeah. So not sure about half of the responses. Absolutely. So then we talk about content and reviews. So yeah. So technical stuff. Yeah. We got this. Okay, cool. We appreciate that. All right. Or they're like, I haven't even gone near that. Exactly. So, ayo.

What is AEO? It is answer engine optimization, which is, and honestly, there's some high other answers for this AEO question, but answer engine optimization. So it is trying to give you a full answer as we know it, not just a search result. And it's built to have, you know, you're trying to, it's trying to answer a potential patient question and it's pulling its answers from somewhere else. I think that's the part that people do miss. AEO, while it is a

library of information, technically speaking, it's not its original information is pulling it from other places and developing and it's a basically like an on demand research paper. And this is something that we've actually been preaching now for the past probably 18 months to two years. Yeah. You've heard us at, if you've been on, ⁓ listen to any of our podcasts or attended any of our webinars, we follow the, the, what's called the TA method. They ask you answer and simply put,

are you answering the questions that people are asking in your industry? If you're doing that through content, well structured with enough words, you're going to start showing up in the answer engine optimization. Yeah. And then some of that looks in the form of basically what is a symptom and what do you do for these symptoms and, we treat those symptoms, things like that. AI tries really hard to find most relevant current content.

Sometimes it pulls really old stuff, but most of it tries to find newer stuff or it just answered it really, really well. And that's the thing have to think about as well. Cause traditionally in an SEO world, service pages got you pretty far. And a service page talks about what you do, but like blogs and additional FAQs and things like that, they talk about how we can help the patient. If I could say anything to sum it up, how can you help the patient with your content on your website? Because they're looking to a certain degree or the AI is looking, pretending to be a patient trying to do quick research.

which is probably more likely the case. Yes. A hundred percent. Yeah. So some examples, like we talked about symptom instead of just traditional like service pages do matter. We will not ignore that, but symptom page symptom based pages do matter as well. Now where let's talk about your symptoms and so forth. We're not trying to solve your sickness on the website, but we're trying to say, these are things that could suggest this. by the way, we can help you with that. And then what should I expect when I go visit?

⁓ an urgent care about this particular thing, like deeper dive, right? Cause some people may ask what kind of wait time should I expect at the energy care near me? This kind of goes deep, right? And so you want to be able to answer as best you can and not just put the blanket information out there type of thing. I even tell people when I do front desk training, the best thing you can do when somebody gets on the phone with you and they're going to come in, say, let me explain our process to you and how it works.

Same thing on your website. Explain the process of how you become a patient. What does that look like? What insurances do you take? Do you take my insurance and all these things? Because there's lot of people asking, what urgent care near me takes Blue Cross Blue Shield? Most will say, tons of them. But it will say that because it could see it on the website. It mentions insurance accepted Blue Cross, that type of stuff. And that goes right into FAQs. Are FAQs on your site that are very clear?

and what patients are asking for. And they have very clear answers and not like one one word answer. Don't make it cryptic. Don't make it fun. Make it crystal clear of creativity. Yeah, absolutely. right. So GEO have a similar thing. It's a little different, but generative engine optimization. There's some it's it took me a while to fully grasp. And I think you had a good little analogy for it. I'm trying to remember what it was. I'm sure it was great. Sure. But now I can't think of it now.

But no, so the the geo side thing is looking it's almost a little bit SEO focused where it has is looking at structure data is looking at all the technical sides. It's thing is this can I trust this right? And that's where that little chain link comes from. Can I actually trust the word this is coming from before I give them the answer type of stuff or is it okay that I list them as a trusted source because I'm trying as an AI I'm trying to give a

good answer that's going to have a good result because it's going to ask me, I'm going to be asked again about it or whatever. And so these are all the outside things which is very, it's very technical. And we talked about, it's very SEO focused, but it's something you have to look out for. And it's part of the recommendation process. And it's not just beyond, this is beyond just the symptom side, because you could have all this data, everything on your site.

But then if you have terrible reviews or your directories suggest that you're not open right now, but some say you're open or you moved. Well, then the geo side of things will just say, I don't know if this is a good clean answer because I can't figure out if they're being consistent with me or not. And it's all this kind of processing. it, like I said, all ultimately wants to give the best answer it can. And it's got to explain itself a little bit. Well, so the, the, the AEO is going to be, do you have the answer that I'm looking for?

Okay. The GEO is, do I trust based on all the signals going to your website? Do I trust that that's the right answer? there is an answer. Is it the right one? It doesn't know if it's the right answer or not. It's using internet data that's available to it. The trust is all the signals pushing your website. Are people sending you reviews? Are people, your click through rates, your engagement on your website, your engagement on your reviews, are they asking for directions to your location?

are people talking about you on the internet through social media. Those are the things that are building or breaking trust. Yeah, exactly. And when you are creating a situation where you have people aren't going to your location, they're not looking for directions, you have a bunch of negative reviews. Well, it's going to say, may not trust this information. Let me go to the next one and then make a higher recommendation for the next one, which is your competitor. Very good. All right. And then we talked about shows up in

all sorts of places, but basically it's part of that process of where it's trying to determine like, should I put you as a trusted link essentially? Cause you see it all the time when you do like a Google search and the AI summary kicks in, starts linking out where it found the info, which is actually, appreciate. Cause then I can say, this legit information? I'll check sources all the time. Yeah. Cause I even last year I had a situation where there was this old TV show I used to watch as a kid and ⁓

I was like, I wonder if that guy that host is still alive. I go type in his name and it said, Oh, he died. I was like, really? died. And what it was, the AI overview said he died and they, but it got it wrong. It, the guy with his same name died and then it associated that it was the same TV host, but it was actually complete. The TV host is still alive today. So that that's real. And cause I'd look at the resources and say, well, that guy didn't do TV, but he died. Like, who's this? And then you have to dig.

So that's the part too, that there's some skepticism out there. mean, especially right now in an AI video, like on TikTok and all things, you really have to question what you're looking at because is this AI or is this real? You know, this seems too good to be true. It's probably not true. Those type of things, but that's where like that. can't trust your eyes. You can't trust your eyes, which is, which also means you can't trust what you're reading either. You have to be very, very careful to check the source. Yeah. And sadly, we also recognize that most people don't check anything. They just tap and go.

Well, we've heard plenty of calls of where is this so so urgent care? No. And like, well, that's what I clicked on. I like, I know. I don't think you did, but anyway. Yeah. So then we'll be talking, they have to work together where like you had said earlier, it's all about finding like, is this the content that this person is looking for? Right. Can I trust this source? Can I present this source to them? And then if we can't check those boxes very well, you may not show up in the result or you maybe show up in like certain results because there are other options weren't any better.

So kind of going through and thinking through that a little bit, like, is this, does this make sense or not? And that's the ashtrick we always put out there. This can change. Like right now, this is what we know. I'll say it even better. This will change. Yeah. This is going to change at some point, but this is what we know now in January, 2026. So January, 2027, we may have a different conversation that comes from all of this. Well, it used to be, we had the brick and mortar store that made you legitimate. Yeah. And then in order to legitimize your brick and mortar, you had to have a website. Yeah. Well, in order to legitimize your website, you had to have a social media

And now all of those things, am I showing up on Google? Do I have a brick and mortar? and is my social media pumping all the cylinders and now am I showing up in AI is going to eventually legitimize the rest of your. Yeah. And then something else will come along or it push something out. We know that's just a matter of time or something will just like going back to the old days of like ask Jeeves or something like that. and I haven't heard them for. Yeah. And I, but that was think about ask Jeeves where AI is now ask me stuff.

So this is where we're going. Some of us kind of like this seems familiar. So yeah, a little bit. And then something on this side, you may want to talk about this because you know a little bit more, but chat GPT had back in October or say, Hey, we're bringing out and then it said, well, hold up. and I is taking over more searching than we thought. I will come back to you. Well, they did come back to us back in what, two weeks ago.

Yeah. Actually I just got this information last week. Yeah, last week. So chat GPT ads are coming. is super to talk about that. All right. So one of the things that, that you, if you're leaning on Google ads to grow your clinic, this is going to be very, very important for you to pay attention to. But I thought it would be important to, to say you can go find this information. I'm sure there'll be links somewhere in the presentation, but you can go find this information on how chat GPT

is going to approach it. I expect most are going to follow suit in how this works. But they're not going to influence the answer. So you're not going to be able to run an ad to influence how an answer populates for a question, right? They're going to be labeled clearly as ads, just like Google ads are. They're actually going to be shown after the response. Google, I'm sorry, ChatGBT is going to populate the response to a question and then show an ad.

And they're going to protect the privacy. We're going to have a slide later talking specifically about how a Chad GBT is, is attacking the healthcare industry, approaching the healthcare industry. They're not going to show ads on sensitive topics such as like STDs, things like that. It's going to be a restricted model probably for a long time. And this will only show on the free ads. It's not going to show on the paid ads, paid plans. So if you're a pro or a business user,

those ads are not going to show, which is going to be a hindrance. think it's a very complicated time in the AI and how they're trying to approach this. They don't want to ruin the platform with a bunch of spam like Google did when it first came out. Right. same with Facebook, but you're not going to be able to buy AI answer replacement and real visibility is going to be from being cited, not sponsored. Sponsored is going to augment just like Google today. I love running Google ads for our clients.

And Google ads allows us to really put our clients upfront. when you compare the data, their Google business profile significantly outperforms. And Jim and just turned on my phone. Michael's over here playing with his phone. Just kidding. it actually came on. ⁓ The Google business profile significantly outperforms the Google ads. But I require both of them. It matters that you do both. And I think that's going to be the key.

But I think I think a touch of what the ads will look like if you do a search right now and chat GBT and ask what can you tell me some different like for me, I was trying to look up some foundation called tough blocks. And then when you look up tough blocks, it actually gives images and links to shopping sites of good to buy them. Right. To me, that's kind of like a is at the bottom to the response. To me, that's a taste of where the ads will probably start populating. Right. But it is coming. Maybe a couple of months, but it's coming. We're excited to try it, too.

There you go. Here's the question. Now, do you currently have content directly answers patient questions like you actually answering them? You're not just putting random stuff out there. Have you ever just sat down and just listened or asked your front desk? Hey, what's the common questions that you get when you get calls coming in? Have you answered those on the website before? There are common questions that everybody gets. Oh, so Thomas going to be, you accepting new patients or what insurance do you take? What's your cap price? Hey, can you me directions? Yeah. And all those different kinds of of things.

there ought to be a second column in there somewhere of specific ailments. Hey, I've got this problem. Just make a note of that problem and start answering their questions. But how's this working for you right now? Yeah. And I think one easy way is if you find your front desk saying, let me go talk to the provider or let you talk to the provider, that may be a really good question to have an answer for. Love it. Yes, intentionally. Thank you for doing that. Oh, that's awesome. love, actually, that's pretty cool to see you on us. That's great to see you guys are doing this. Yep. All right.

So let's talk about AI visibility, what it looks like right now. So, so here's the challenge. Branding is a challenge in the urgent care space. This is what we're showing. Like this is what we see today. Yeah. Right. And then the, and here's where like, this is your opportunity. AI is here. It's in your space, but no one is pushing for it. I mean, I'll say this American family care shows up in a lot of stuff, but they're also a large brand.

that you can't really escape in most places. So we have to acknowledge that. But the reality is they're showing up and so are others. And so there's a chance for you to be part of that mix because there's just people aren't focused on it yet. And we're giving you some tips like how you can get focused on it. the cool part is AI is so, I would say unpredictable, but like it is constantly trying to find better information. If you can provide it, you have a chance to win every single time. But that's just what's happening right now. And I kind of, really do put urgent care

And with AI as with urgent care and branding, like I really think there is something they know they need to do. But they don't know. It is very expensive or don't know what the path to take is, or it's taking too long to do it. And then they don't want to do it like that. I think that's where we live right now in the urgent care space when comes to that. So that's just something we're putting out there like this is what we see. We can be proven wrong. Absolutely. But this is what we're seeing across the board, just in general. Yes, for sure. All right. So

But here's what the thing is. You could be ranking number one on Google. Let's be honest. If it's you and there's only two other competitors and like a two to three mile radius, you're probably ranking the rest of reality. You may be running as you got traffic coming. You have patients coming, but maybe you're not paying attention to AI because like we said right now it's probably 10. If you could have a 10 % boost in your patient volume, would that matter to you? Right in the urgent care space? Absolutely. Yeah. 10 % boost. Like if you went from 20 patients today,

average to 22 average a day, we know that you're hitting break even at that point, that's 10 % lift. And some of that could be coming from AI, but you have to put a focus on it. So that's what we're just trying to like, like knowledge, like this is something that's coming, you can't put your head in the sand about it. I mean, that'd be great. And then maybe you'll come out on the other end, but chances are, it's not going to happen. You're to have your competitors say, Hey, we need to take advantage of this. What can we do to take advantage of this? Let's dig into it and go from there. So like I said, your strategy has got to evolve.

The strategy of what we traditionally know of SEO, Google ads, running some traditional stuff. That's been around for a long time. It's amazing to me that digital has become traditional. It's getting that right way, right? Right. It's starting to like become a standard that we have to accept. Correct. Which is good for us. But no, so AI is now that gap that like, what do got to do? So it's just something we're trying to be ignored. Like your SEO may be killing it. You may be missing some other elements as well.

And then you talk about chat, GPT healthcare. This is, I read everything you had sent to me because was fascinating. It's fascinating. And, I'm, there was a company like be well or something that is looking into this is so fascinating. Yeah. And I'll give you the big, the big picture here. First of all, go do a search for chat, GPT healthcare. So you can read this yourself. You're in the healthcare industry. You need to know that this is coming, but this is how people are going to be engaging. They're rolling out a brand new

a version of the platform that is simply for healthcare. It's going to be multifaceted. So it's not only going to be available for me, the individual to protect my HIPAA privacy when I'm asking questions about my health, my weight, my blood pressure, my whatever. There's a lot of people right now in this, I think is what triggered it is they'll get blood results back and they'll take it because they don't know what the crap it says because nobody knows what hypoglyce or whatever it is.

Like nobody knows what it is. They're to this call right now. Yeah, I Well, I just made that up. They know that. But they'll take it. They'll throw it. I've done this myself. They'll throw it in. I did all the time now. And say, tell me what I'm looking at and it'll give you a very crystal clear view. But here's the problem. That data isn't protected. And it's so funny because I have been doing this now probably about a year. And I did it originally because my wife had an issue and we got the lab. It's the classic.

what's happened to EMR world. Oh, we're now giving you lab test results instantly before a doctor can call and talk to you about it or have an additional appointment. So like we're, given this scary information. And then I was reading, I like, I don't know what this means. Hang on, download, upload chat. Tell me like this. I'm like a five year old. And it went through and explained it. I was like, Oh, and then we went, then when my wife had the doctor's appointment, they're like, you used to have GPD. Yeah. And this is what I said. He's like, that's correct.

Yeah, like so. So it's real. And but the problem is that we're just dumping our personal health information into this platform, which has no safeguards, essentially, and can be technically used against us in some capacity and them and them. So like they're trying to protect themselves in this situation. And I was even reading on the article you sent me and so like they're that you can very soon you'll be able to upload direct Apple health information that we upload B well information and now it's able to like

Even say like our goal is to get we know so much about you know, if we're using our platform that we can tell you like, hey, that thing you did last week probably caused this issue, right? You probably forgot about it. You know, literally, it can start doing that, which is huge. Because now if we do go to a doctor, we had an AI summary of our issue. And like, oh, okay, yeah, that would have been a problem if you did that. Well, but okay. So Nick, you just told me I had to create all of this content that's going to answer people's questions.

And now you're telling me that it's going to be data that's validated by 260 physicians and, and there has to be evidence back the answers with citations from different sources and, it's going to have alignment and enterprise grade security and all these different kinds of things. Y'all this matters because it's affecting your industry. Your content can get verified. Right? So there's that piece of it, but healthcare is moving from searching to verify the answers.

this, why am I connecting the dots? One, I want you to have this information because you're going to need to be able to address this with your patients. Two, you're going to require ads because you're no longer your content that you're creating. This is where it's like a disconnect almost. One, the engines are telling us I have to do these things to get ranked. And now you're telling me that there's this whole healthcare option. Well, how do I bridge that gap?

The ads are going to be what's going to help you bridge the gap. And that's why we wanted to save this secondary and give you all of the best practices up first, because it's also not going to address everything. It's going to address, address HIPAA compliant things, but you can still show up for sports physicals, OCHMED. Or like, yeah, your wrist is probably messed up. Here's an urgent care. They go get it checked out. Cause it says on their site that they can look at this. Yep. The vast majority of this healthcare is going to be hospital level, a physician, primary care level.

and the urgent cares are going to dabble in this, but I still believe a lot of your information and the things that urgent care really shines and thrives in is going to be outside of this healthcare system. And you're still going to be able to benefit from it, but I thought it would be important for you to know.