Everything Working Together: How Smart Tools and the Right Strategy Are Growing Your Practice
Welcome to this month’s Digital Bulletin! This month we’re pulling back the curtain on a lot, from how AI is reshaping the way patients find you online, to what’s changing in Google Ads, to how our own teams are using smarter tools to do better work for your practice every day.
Whether you’re looking to strengthen your online visibility, get more out of your social content, or just pick up one quick win this month, there’s something in here for you.
Here’s what’s inside:
- SEO Update: Google’s AI Overviews Are Changing How Patients Find Your Practice
- Working Smarter: How AI Is Changing the Way We Serve You (Part 2)
- Your Patients Want to See You Move (Literally)
- Google Ads Update: What’s Changing for Healthcare Marketing
- Success Tip of the Month: You Already Have the Tools to Respond to Every Review. Here’s How to Use Them.
SEO Update:
Google’s AI Overviews Are Changing How Patients Find Your Practice
If you’ve searched for something on Google recently and noticed a summary box at the top of the results, before any links or ads, that’s Google’s AI Overview feature. It’s been rolling out across more and more search categories, and health and wellness searches are right in the middle of it.
When a potential patient types something like “physical therapy for back pain near me” or “best PT clinic in [city],” there’s a growing chance they’re seeing an AI-generated summary before they ever scroll to a single website.
In fact, AI Overviews now appear for roughly 40% of health-related search queries, and that number is climbing.
For PT clinics, this changes the game in a subtle but important way. Getting your practice to appear in or alongside these AI summaries comes down to a few key things: having a well-structured website with clear, helpful content, strong local signals like a complete and active Google Business Profile, consistent patient reviews, and the kind of credibility that Google recognizes as trustworthy.
The good news is that none of this requires your attention. Optimizing for AI Overviews is already built into how our SEO team approaches your website and online presence. The strategies that help you show up in traditional search results, clean site structure, authoritative content, and local optimization are the same ones that position your practice to be cited in these AI-generated summaries. We’re already doing the work so you don’t have to think about it.
One thing we want to be upfront about: measuring AI Overview performance is still a developing area across the entire industry.
Unlike traditional search rankings where we can point to a clear position number, AI-generated results are dynamic and can vary from search to search. Tracking tools are actively being built and improved to address this, and our team is staying current as that landscape evolves.
In the meantime, the focus remains on the same fundamentals that have always driven strong SEO results, and those fundamentals are exactly what gets practices cited when AI decides who to recommend.
Working Smarter:
How AI Is Changing the Way Practice Promotions Serves You (Part 2)
Last month, we pulled back the curtain on how two of our teams, Patient Engagement Specialists and Customer Success, are using AI to work smarter and serve you better. The response was great, and we promised there was more to come.
This month, we’re keeping that promise. Here’s a look at two more teams putting AI to work behind the scenes, and what it means for you.
Design Team: Faster Creative, Smarter Output
Our Design team has fully embraced AI across the creative process, not to replace the artistry, but to expand what’s possible. From generating and refining visuals using tools like Adobe Firefly, Gemini, and Photoshop’s generative fill, to drafting CTAs and social content with the help of AI writing tools, the team moves faster without losing the creative edge that makes your practice stand out.
They’re also using AI to build out client newsletters, generate video content for social, and even break down project insights from their workflow tools, turning data into decisions more efficiently than ever.
What does that mean for you? Quicker turnarounds on creative deliverables, more polished visuals, and a team that has more time and mental bandwidth to focus on what makes your brand distinct.
The creativity is still ours. AI just helps us do more of it.
Web Team: Building Better, Moving Faster
For our Web team, AI acts as a force multiplier at every stage of the website process. It helps draft and refine SEO-focused content, generate clean code, and troubleshoot development challenges in real time, tasks that used to eat up hours now take minutes.
On the design side, AI supports faster wireframing and layout exploration, helping the team move from concept to execution with less friction.
Repetitive tasks and internal workflows get streamlined, which means the team can spend more of their energy on strategy, performance, and delivering websites that actually work hard for your practice.
What does that mean for you? Faster builds, stronger foundations, and a team that’s thinking about the big picture while the details get handled.
The strategy is still human. AI just clears the path to get there.
From Your PES Team:
Your Patients Want to See You Move (Literally)!!
We looked at 12 months of social media data across our client portfolio and found something worth paying attention to: video content generates 43% more engagement than static image posts. More likes, more comments, more shares, more profile visits.
But here’s the catch. Right now, video makes up only about 7% of the content being posted across practices. That’s a massive gap between what performs best and what’s actually being used.
Why does video work so well for PT clinics?
Physical therapy is visual by nature. Exercise demos, patient success moments, quick tips from your team, clinic walkthroughs… this is content your audience genuinely wants to watch.
It builds trust faster than a graphic ever could because people get to see the real faces, real spaces, and real energy behind your practice.
Platforms are rewarding it, too. Facebook, Instagram, and Google Business Profile all prioritize video in their algorithms, which means video posts tend to reach more people organically without any ad spend.
What we’re doing about it
Our team is actively working to increase video integration across our clients’ social channels. That doesn’t mean every post becomes a production.
It means we’re helping you incorporate short, simple, high-impact video content into your regular posting schedule in a way that feels natural and sustainable.
Here’s what that looks like in practice:
Quick exercise demos or stretching tips filmed right in your clinic. Behind-the-scenes clips that show off your team culture and personality. Short patient win moments (with permission) that highlight real outcomes. Seasonal or community content that feels timely and relevant.
You don’t need a videographer or a studio. A smartphone, decent lighting, and 30 seconds of genuine content from your team is more than enough. We handle the rest: editing, captioning, scheduling, and making sure it fits your brand.
The bottom line
The data is clear. Video builds stronger connections, earns more visibility, and helps your practice stand out in a crowded feed. If your social strategy hasn’t included much video yet, now is the time to start, and we’re here to make it easy!
Google Ads Update:
What’s Changing for Healthcare Marketing
Over the past month, Google has made several updates that are worth paying attention to if you’re a healthcare organization advertising on the platform. There hasn’t been a single sweeping change, but the direction is clear: Google is putting more weight on trust, compliance, and verified legitimacy than ever before.
Trust and Compliance Are Taking Center Stage
Google is paying closer attention to who is advertising, not just what is being advertised. That now includes:
- Stronger certification requirements
- More scrutiny on landing pages
- Increased focus on business verification
In practical terms, campaigns built around high-intent search continue to be the most reliable way to bring in new patient opportunities.
Broader or more aggressive targeting strategies are becoming harder to sustain in this environment.
Performance Max Comes with More Risk
If you’re running Google Performance Max campaigns, healthcare accounts are seeing real limitations right now, including more “Eligible (Limited)” statuses, reduced targeting control, and a higher chance of automated disapprovals.
Because of this, traditional Search campaigns remain the most stable and controllable option for healthcare marketing.
Messaging Matters More Than Ever
Google is also tightening how it evaluates the language in your ads. Content that suggests any of the following can now be flagged, even when it’s implied rather than directly stated:
- Diagnosis
- Guaranteed outcomes
- Definitive treatment claims
Clean, accurate, and compliant messaging across both your ads and landing pages isn’t optional anymore. It’s the baseline.
A Hidden Opportunity
Here’s the part that doesn’t get talked about enough. These changes are actually creating an advantage for advertisers who are already doing things the right way.
Many agencies steer clear of healthcare marketing because of the complexity, and others simply can’t keep up with compliance requirements. That means less competition for organizations that are structured, consistent, and playing by the rules.
The Bigger Picture
Google’s message to healthcare advertisers is becoming pretty straightforward: they’re willing to support you, but only if they trust you. Organizations that are set up to benefit from this shift tend to share a few things in common:
- Strong processes and structure
- Transparent and compliant messaging
- Clean tracking and data accuracy
Shortcuts and gray area strategies are getting harder to pull off, and for practices that have always taken the right approach, that’s not a bad thing.
Final Thought
These updates may feel like added friction at first, but for organizations already focused on doing things correctly, this is less of a setback and more of a chance to stand out. The playing field is shifting in your favor.
Success Tip of the Month
You Already Have the Tools to Respond to Every Review. Here’s How to Use Them
Did you know that most practices monitor their reviews but never actually respond to them, even though the tools to do so are already at their fingertips?
Since your practice is on Moz Local, you have everything you need to start engaging with patient feedback today, right from your dashboard.
Through your Moz Local account, you can view and respond to reviews from Google, Facebook, and Yelp all in one place. There’s no need to log into each platform separately.
Even better, Moz Local’s built-in AI can suggest a tailored response based on the content of each review, so you’re never starting from a blank page. Simply review the suggested reply, personalize it with a detail or two, and post it in seconds.
Why does it matter? Responding to reviews, especially positive ones, signals to both Google and prospective patients that your practice is engaged, attentive, and worth trusting. It’s one of the simplest things you can do to strengthen your online reputation without adding much time to your day.
Not sure where to start? Reach out to your Customer Success Manager. They can walk you through the review response tools in your Moz Local account and help you build a simple routine that keeps your profile active and your patients feeling heard.
Quick Links
To login to your Marketing Analytics Dashboard, visit https://practicepromotions.clientseoreport.com/.
This is where you’ll find your Total Leads Summary, Website Performance, and ROI information.
Engage… remind me where that is again? We’ve got you. Login to your dashboard at https://practicepromotions.email/app/user. If you need help, reach out to your Digital team on Basecamp.