The Business
The client operates a care navigation platform supporting oncology patients, providers, and health plans across the United States.
Their solution sits at the intersection of clinical care, patient support, and administrative coordination, making purchasing and adoption decisions highly dependent on education, trust, and third party validation.
Key decision makers and influencers include:
- Healthcare executives
- Oncologists
- Primary care physicians
- Health plan administrators
- Cancer patients and caregivers
Despite strong real world outcomes and deep domain expertise, the brand lacked consistent visibility inside AI generated answers across critical educational and best practice prompts.
The Objective
Establish measurable AI answer visibility across high value prompt clusters tied to oncology navigation, patient support, and value based care models.
Success was defined by:
- Increased Answer Share across large language models
- Growth across informational, problem solving, and best practice prompts
- Expanded visibility among priority healthcare ICPs
Core Challenges
Limited Prompt Coverage
The brand appeared inconsistently or not at all across AI responses, even when questions aligned closely to its core capabilities.
High Trust Threshold
Healthcare prompts required clinical accuracy, system level explanations, and policy awareness, increasing the bar for AI inclusion.
Fragmented Authority Signals
Existing media mentions were disconnected and not reinforcing a single authoritative narrative.
The Strategy
We executed a focused, three month authority consolidation strategy centered on prompt coverage, long form education, and editorial reinforcement.
1. Prompt Baseline and Answer Share Mapping
We established a baseline across:
- 1,000 prompts
- 2 LLMs
- 2,000 total prompt evaluations
Prompts were segmented by intent type, buyer profile, and clinical/operational relevance. Baseline total Answer Share measured 3.35%.
Platform starting points:
- Claude: 0.10%
- ChatGPT: 6.60%
2. Anchor Article Development
We developed a single long form anchor article of approximately 4,000 words designed to act as a foundational reference for oncology navigation related prompts.
The article:
- Covered multiple adjacent prompt clusters in one cohesive resource
- Used language aligned to how LLMs interpret expertise and clarity
- Supported both patient education and executive level decision making
All supporting content linked back to this anchor to consolidate topical authority.
3. Editorial Narrative Placement
Over the engagement period, we secured six earned media placements across healthcare, science, and business focused publications.
Coverage emphasized education over promotion, addressing topics such as:
- Oncology specialized social work
- Virtual care navigation models
- Patient support gaps in traditional systems
This resulted in:
- Six pieces of coverage
- Up to 89.8 million combined publication audience
- Approximately 410,000 estimated lifetime views
- Maximum domain authority of 94
While these placements were not link focused, they provided strong third party validation signals relied on by AI systems.
4. Authority Signal Reinforcement
In parallel, we executed a steady cadence of link acquisition, averaging two links per month over three months, reinforcing the anchor asset and broader topical relevance.
Coverage Performance Snapshot
- Total Coverage: 6 earned placements
- Estimated Lifetime Views: ~410,000
- Combined Audience Reach: ~89.8 million
- Top Tier Authority: Up to DA 94
Answer Share Results
Overall Visibility Growth
Baseline Answer Share: 3.35%
Post engagement Answer Share: 7.50%
This represents more than a 2x increase in AI visibility over a short engagement window.
Platform Level Movement
Claude: Start: 0.10% / End: 7.70%
ChatGPT: Start: 6.60% / End: 7.30%
The most dramatic gains occurred on Claude, indicating strong adoption once sufficient authority signals were established.
Intent Level Expansion
The largest growth showcased in Best Practices related prompts, likely due to the highly technical nature of the content.
These intent types strongly influence downstream clinical and purchasing decisions.
ICP Specific Growth
Meaningful Answer Share growth occurred across priority audiences, including:
- Healthcare executives
- Oncologists
- Cancer patients
- Health plan administrators
- Primary care physicians
This indicates category level relevance rather than isolated visibility.
Why This Matters
AI systems are rapidly becoming a primary research layer for complex healthcare decisions.
This case study demonstrates that even in regulated, trust heavy categories, Answer Share can be meaningfully increased through a structured system that combines:
- Prompt level measurement
- Long form educational authority
- Consistent third party validation
By consolidating expertise into a single narrative and reinforcing it through credible distribution, healthcare brands can establish durable AI visibility where accuracy and trust matter most.
To explore how this approach applies to your organization, Zen Media develops tailored AI Answer Share strategies built for complex, high stakes markets. Contact us to learn more today.
