Max-Raphael Feibel

A medical practice treats dozens of satisfied patients every day. Wait times are kept to a minimum, the staff is friendly, medical care is provided efficiently, and the results speak for themselves. And yet, the practice’s Google Business Profile shows an average rating of 3.8 out of 5. The reason: the satisfied majority of patients remain silent, but the one person who waited 40 minutes does not.

Review management for healthcare facilities operates under different rules than in other industries. The special protection of personal health data severely limits what can be responded to, and legal frameworks dictate how proactively reviews can be solicited. And since May 2026, Google has even been publicly displaying how often a facility has had reviews removed due to defamation. Those who know how to navigate the specific restrictions in the healthcare sector and learn to work with them rather than against them can still actively shape their facility’s review profile.

Fifteen years of clinical experience. A medical specialty certification earned after a long training process. Daily interactions with numerous patients, regular continuing education, and perhaps even publications in professional journals. To everyone in the practice, this doctor’s expertise is obvious. But for search engines and AI tools, it simply doesn’t exist if it isn’t documented digitally anywhere.

This is precisely the core problem for many medical institutions in the digital space. It is not a lack of expertise, but a lack of documentation of that expertise. E-E-A-T, Google’s evaluation framework for content quality assurance, offers a concrete way to change this. Those who understand the four pillars and strategically address them create digital visibility based on genuine substance—and thus ensure long-term success.

Max-Raphael Feibel met Daniel Kleiboldt during a discussion about the EU AI Act and immediately realized that he thinks differently from most people who write about compliance. No alarmism, no abstract references to legal provisions. Instead, concrete architectural decisions and a thesis that immediately piqued Max’s interest as a healthcare marketing specialist: that legally compliant AI systems not only prevent liability but actively strengthen patient trust. And in healthcare marketing, trust is the currency with the highest ROI.

There are many certifications in the agency market. Some can be earned after completing an online course, while others can simply be purchased for a fee. Google Premium Partner status doesn’t work that way. It can neither be bought nor quickly attained, which makes it one of the most credible accolades a Google Ads agency can hold. That’s why we’re thrilled that Partner & Söhne achieved Partner & Söhne status in 2026. It confirms what we’ve understood for years as the foundation of our work: thinking sustainably, working for the long term, and delivering results that stand the test of time.

Brands are increasingly losing control over the context in which they appear. An elaborately designed website, well-thought-out navigation, consistent corporate identity. All of this loses visibility when content appears fragmented in AI responses, search results, or feeds. The brand framework that was supposed to classify statements is disappearing.

In AI-generated responses in particular, content is taken out of its original context and reassembled. Large language models (LLMs) summarize information from various sources and present individual statements without the surrounding website. But what remains when the brand framework is missing? The source. And sources with recognizable authors are currently considered more credible by these systems than abstract organizations.

An online store for sports shoes launches a new campaign. Flashy banners advertise a 20 percent discount, a countdown timer shows "Only 3 left in stock," and retargeting ads follow interested customers across all channels. Meanwhile, a dental practice is planning its marketing strategy for the coming season. No discounts possible, no dramatic scarcity messages allowed, every word legally reviewed. The difference could hardly be greater.

Anyone who works in healthcare marketing is familiar with this discrepancy from their daily business. The rules of the game are fundamentally different from those in classic e-commerce or B2B marketing. Strict legal requirements, increased data protection requirements, ethical boundaries, and a completely different trust dynamic shape every single decision. These special features make healthcare marketing one of the most demanding disciplines in digital marketing—and require specialized know-how that goes far beyond classic performance marketing.

Imagine you spend $10,000 on advertising and your reporting shows 100 sales. Sounds good. But how many of those 100 purchases would have happened without your advertising? Because customers already knew your brand, wanted to buy anyway, or would have found you through other channels? Incremental attribution answers precisely this question. It separates genuine advertising impact from random hits. The result: you find out which campaigns actually generate additional sales and which are only credited with conversions that would have happened anyway. The topic sounds complex. However, the methodology behind it is simple: part of your target group does not see any advertising (control group), while the rest does. The difference in purchasing behavior shows the real contribution of advertising. Why is this important? Because classic attribution models systematically deliver overly optimistic figures. They measure correlations, not causes. This leads to misallocations in the budget. Money flows into campaigns that look good but have little effect.

How much budget do you really need for successful Google Ads campaigns? This question is a daily concern for marketing managers. The good news is that there are proven calculation methods that help you to systematically calculate your budget instead of guessing a figure or "just starting with 1,000 euros". With the right formulas, you can plan your advertising budget on the basis of measurable business figures. This will help you avoid both underinvestment without meaningful results and budget waste without a clear profitability perspective. In this article, we present three fundamental calculation approaches and use specific examples to show you how to apply them to your company.

Medical care centers and large healthcare providers face special marketing challenges that differ fundamentally from those of individual practices. While individual practices can often rely on personal reputation and word of mouth, medical care centers need a well thought-out, broad-based digital strategy.

Vanity metrics such as page views or followers are impressive on the surface, but rarely offer real added value for strategic decisions as they are often manipulated or lack context. Instead, actionable metrics that show clear connections to business goals and enable concrete options for action, such as conversion rates or engagement rates, are crucial. If you want sustainable success, you need to critically scrutinize superficial figures and focus on meaningful metrics.