Competing For Online Referrals In An AI-Guided Market: Six Strategic Priorities

When used effectively, online marketing is one of the most efficient ways for provider organizations to reach their audiences—whether that’s donors, payers, referral sources, consumers, prospective employees, or community stakeholders. But in today’s market, getting the most out of online marketing means moving past simply reaching that audience directly (e.g., websites, search engines, email, and social media); it means making sure that the organization can be found and accurately represented by AI-powered searches and answer platforms.

This is where artificial intelligence optimization (AIO) comes into play. Executives need online marketing assets that are clear, current . . .