Insights

Working notes, not thought leadership.

Technical write-ups from live work — what we changed, what it did, and what we got wrong. Written for people who will have to implement it.

Why we run the Second Read platform on profit-share instead of retainer

When revenue depends on patients actually served, every internal argument gets settled by the same question.

Tracing a healthcare marketing statistic back to its source, and what the evidence actually supports.

What the available evidence says about when AI Overviews surface on health queries, and what that means for healthcare visibility.