What do patients actually search for?
Patients search practical questions before they book: what a service involves, whether the practice offers it, how to book, what it costs where that applies, what to bring, and what to expect afterwards. These are questions about the practice, not requests for medical advice, and the practice is the authoritative source for them.
A practice whose pages answer these questions clearly is the one that gets found and cited. A Search Visibility Digital FTE starts from those questions rather than from the practice's preferred description of itself.
What does the Digital FTE do?
The Search Visibility Digital FTE identifies the questions asked about each service and location, checks which are worth answering with a worth-it verdict against the practice's own data, and proposes pages that answer them from documented facts: services offered, clinicians and their registered qualifications, locations, hours, booking process, and preparation guidance the practice already publishes.
Drafts pass the fact gate and go to Approvals, where the practice manager and, for anything touching clinical content, a clinician review them. Approved pages publish through the practice's CMS.
How does the fact gate handle health claims?
The fact gate blocks any claim about health outcomes, treatment effectiveness, safety, or comparisons with other providers unless it carries a named source that the practice has approved. A page cannot say a treatment is the most effective option; it can say what the practice offers and cite the practice's own clinical guidance for anything further.
This is how a regulated sector's advertising rules become a mechanical check rather than a reviewer's memory. The gate does not know the rules of every jurisdiction; it knows that unsourced claims do not pass, and the practice sets the approved sources.
- Service descriptions: from the practice's own documented service list
- Clinician information: registered qualifications as published
- Outcome and effectiveness claims: blocked without an approved source
- Comparative claims: blocked without an approved source
Who approves clinical content?
Any content that describes a condition, a treatment, or what a patient should do is reviewed and approved by a clinician before publication. The Digital FTE can draft from approved guidance the practice already publishes, but it is not a clinical author and the approval record should show a clinician's name on clinical pages.
The remit can enforce this by routing any page in a clinical category to a clinician approver, so the practice manager cannot accidentally approve it alone.
How do you measure it?
Measure per service and location: visibility for the target questions, visits from search and AI referrals where measurable, and bookings or enquiries attributed to those pages. Record the baseline before the first page publishes and compare over months rather than weeks.
The performance view reports what improved, what did not, and what is unmeasured. For a practice, the most useful signal is often that patients arrive having already read what to expect, which shows up in front-desk time rather than in a dashboard.
What does a service page proposal look like when it reaches the practice manager?
A service page proposal reaches the practice manager with the worth-it verdict for the topic, the draft structured around the practical questions patients search for, the sources behind every claim, and the fact-gate result. As a labelled example, a page about a service the practice offers describes what the service is from the practice's own service list, who provides it with their registered qualifications as published, how to book from the practice's booking guidance, and what to expect from the preparation guidance the practice already publishes, each cited.
Any sentence that would make a claim about outcomes, effectiveness, or safety without an approved source has already been blocked, and the fact-gate result shows it was. If the page touches a condition or a treatment, the remit routes it to a clinician approver as well, and the audit trail shows both names. The practice manager approves, edits, or sends back with a reason, and publication goes through the practice's CMS. After publication the page's questions join the sampled prompt set, and the performance view reports visibility and attributed enquiries against the baseline honestly, with anything it cannot measure marked as unmeasured.