Building the GEO playbook for a competitive edge in the age of AI.

As AI reshapes search, Boston Scientific needed a strategy that balanced consistency with the nuances of each audience, therapy and business. We developed a GEO playbook to increase visibility and citations across the organization.

A man at home looks at his smartphone beside an enlarged AI search summary about minimally invasive treatment options, highlighting Boston Scientific as a cited source alongside Mayo Clinic and NIH.

The Growth Opportunity

Search behavior changed. The entire playbook had to change with it.

AI-powered search has transformed how patients and healthcare professionals find information. For a global enterprise with multiple business units, audiences and priorities, adapting meant more than optimizing a few pages.

The opportunity: Build a scalable GEO capability that can identify where to focus, act on the right opportunities cross-channel and boost visibility across the enterprise.

Woman sitting on a couch in a warmly lit living room, thoughtfully looking at her smartphone with her hand resting against her chin.

Patients search for symptoms, conditions and treatment options to better understand their options and prepare for conversations with their healthcare providers.

Healthcare professional wearing navy blue scrubs and a stethoscope looks at her smartphone while standing in a bright, modern hospital corridor.

Healthcare professionals look for trusted clinical evidence, procedures and specific product information to help make a decision.

Business professional presenting analytics dashboards with colorful charts and graphs on a large screen while two colleagues review the data in a modern conference room.

Boston Scientific needed a single enterprise GEO strategy that was consistent yet adaptable to the needs of each audience, therapy or business.

Our Perspective

It’s not about doing everything at once—it’s about doing the right things first.

AI search creates nearly endless opportunities, which means winning in GEO requires volume, not wasted effort. We combine audience intent, competitive visibility and business priorities to focus on the opportunities with the greatest potential, then we act, measure and continue to optimize.

Abstract data visualization showing hundreds of scattered blue and gray dots converging through a narrowing funnel into a focused stream of bright orange dots, representing data refinement and audience targeting.

UNDERSTAND THE AUDIENCE

FIND THE GAP

PRIORITIZE THE OPPORTUNITY

ACT

MEASURE

What We Delivered

Creating a system that turned strategy into scalable action.

Enterprise search audit + competitive intelligence

Established Boston Scientific’s search baseline and identified the top competitive opportunities.

GEO playbook dashboard illustrating a five-step generative engine optimization process, with an impact-versus-effort prioritization matrix and governance checklist for guiding implementation and measuring results.

GEO strategy + playbook

Created a scalable approach to prioritizing, optimizing and governing GEO across the organization.

Overhead view of a team reviewing a project timeline with color-coded bars in navy, teal, and purple, surrounded by data charts, sticky notes, and a laptop on a wooden desk.

Business-unit roadmaps

Translated enterprise strategy into clear, actionable priorities for individual teams.

Illustration of a website content optimization process showing updated content, added FAQs, structured data, and an activation checklist contributing to improved visibility in AI-generated answers.

Optimization + activation

Put the strategy into the market through prioritized content and experience improvements.

Abstract illustration of layered digital content cards with highlighted data tags in navy, teal, and purple, representing AI-powered content analysis and optimization.

Measurement + enablement

Built the feedback loop that keeps GEO getting smarter: measure, prioritize, optimize and repeat.

A Deeper Look

AI search opened a new front door for patients.

For Endura, a weight-loss solution by Boston Scientific, the opportunity was to capture the attention of new patients.

Using the enterprise GEO methodology, we identified the highest-value discovery opportunities and prioritized content to help Endura appear to patients before they searched for the brand by name.

Endura also gained visibility in areas where it hadn’t before, including search terms such as “GLP-1,” “ESG Recovery,” and “ESG Procedure.”