touch point is a podcast dedicated to discussions on digital marketing and online patient engagement strategies for hospitals, health systems, and physicians' practices. In each episode, hosts Reed Smith and Chris Boyer dive deep into a variety of topics on the digital tools, solutions, strategies, and processes that are impacting the healthcare industry today.
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touch point is a podcast dedicated to discussions on digital marketing and online patient engagement strategies for hospitals, health systems, and physicians' practices. In each episode, hosts Reed Smith and Chris Boyer dive deep into a variety of topics on the digital tools, solutions, strategies, and processes that are impacting the healthcare industry today.
TP448: Alphabet Soup: Navigating the Rise of GEO, SEO, and AEO
touch point podcast
1 hour
2 months ago
TP448: Alphabet Soup: Navigating the Rise of GEO, SEO, and AEO
Chris Boyer and Reed Smith explore how marketing and communications teams can adapt their digital content strategies for a future where search behavior is fragmenting and more patients are turning to generative AI tools like ChatGPT, Perplexity, and Bing Copilot instead of traditional search engines. They also discuss how AI models often cite structured, well-answered content from trusted sources and how to adapt the format and structure of content matter as much as the message.
Guest expert Martha Van Berkel, CEO and co-founder of SchemaApp, shares how health systems can use schema markup and structured data to improve visibility across emerging search platforms and which schema types have the highest impact for healthcare. If your digital team is still optimizing only for Google’s blue links, this conversation will help you prepare for the new reality where getting found means thinking beyond SEO, and building for a world where AI answers first.
Mentions from the Show:
How To Win In Generative Engine Optimization (GEO)
SEO vs. AEO vs. GEO: Key Differences & Optimization Strategies in 2025
Google still leads, but Gen Z and AI are reshaping search behavior: Survey
Has The Helpful Content Update Impacted SEO Content?
How AI Is Changing Medical SEO
Martha Van Berkel on LinkedIn
SchemaApp.com
Reed Smith on LinkedIn
Chris Boyer on LinkedIn
Chris Boyer website
Chris Boyer on BlueSky
Reed Smith on BlueSky
Learn more about your ad choices. Visit megaphone.fm/adchoices
touch point podcast
touch point is a podcast dedicated to discussions on digital marketing and online patient engagement strategies for hospitals, health systems, and physicians' practices. In each episode, hosts Reed Smith and Chris Boyer dive deep into a variety of topics on the digital tools, solutions, strategies, and processes that are impacting the healthcare industry today.
