AEO + GEO for healthcare brands.
Borderline is a healthcare marketing consulting firm engineered for AI-era discovery. We map the full continuum — social, listservs, press, traditional media, web — to the answer engines where healthcare decisions actually get made. Every engagement backed by measurable results.
on the
wall.
36% above Peer A. 2.4× Peer B.
~30% of HHS.
Three reasons
Borderline is the right call.
AEO and GEO expertise at the center, the full marketing continuum around it, and results measured by how often your brand actually surfaces in the answer.
AEO and GEO at the center.
Trust But Verify and the GEO Flywheel are our own frameworks for getting your brand into ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews. Every strategy points at the place your buyer is actually looking.
The full marketing
continuum, in-house.
Brand. Copy. Design. Video. Animation. Web. Social. Podcast. Research. All under one roof. The team that writes the brief ships the asset — which keeps the strategy connected to what actually ends up in front of patients, providers, and policymakers.
Results-led.
Receipts on the wall.
4,025 AI citations in a single month for one federal health client — outranking peer agencies with 16× our organic traffic. The metrics that matter are the ones we'll report against — by month, by surface, by competitor.
Built for the surfaces
where the answer is decided.
SEO is now a sub-genre. The real game is showing up inside Google AI Overviews, ChatGPT, Perplexity, Gemini, Claude, and the embedded copilots showing up in EHRs and search bars near you. We engineer brands to live there.
Answer Engine Optimization
Content shaped the way answer engines pick winners — short, question-and-answer format, easy to cite, properly tagged. We make your brand the source the answer points back to.
Generative Engine Optimization
LLMs train on what's public, repeated, and cross-referenced. We produce, amplify, and place content where models actually learn — so your brand is in the model, not just on a page.
Brand presence inside the LLMs
How does ChatGPT describe you today? We audit, position, and rebuild your footprint so when a buyer asks an AI about your category, your name leaves their mouth too.
sub-genre now.
The real game is the answer.
Trust But Verify.
The continuum we built.
Audiences hear about you in one place — social, podcasts, peer recs, news — and confirm you in another — Google, Bing, ChatGPT, Gemini. Our job is to make sure you show up in both. Miss either side and the buyer disappears.
Who we're chasing
The 5 P's. Pursuers (researchers), Providers, Patients & families, Payors, Policy makers.
Initial signal
Where they hear about you first. Channels you own, voices you've earned.
Confirmation
Where they go to confirm. Search engines and LLMs. AEO + GEO live here.
What we drive to
The action behind every promotion: engagement, conversion, clinical adoption, mission impact.
Healthcare is where
we're sharpest.
We're industry-friendly. We're healthcare-fluent. The next decade of clinical decision-making runs through AI — embedded copilots, EHR-side LLMs, consumer health search. Healthcare brands that don't surface where the answer is decided don't get cited. The brands we work with do.
HHS-aligned. ASPA-versed.
Direct and prime-sub work across federal health. We know the review processes, the contracting structures, and the constraint set — and we still ship work that punches above its weight.
Healthtech with a category to win.
Product devs, software companies, and clinical-tech startups marketing into a specific clinician or payer audience. We position you so your category-defining claim shows up in the answer, not just the press release.
Membership orgs. Advocacy plays.
Associations, foundations, and advocacy orgs whose stakeholders need to find them at the moment of decision. We make the policy paper, the position, and the proof point reach the desk where it matters.
The GEO Flywheel.
Since the GPT-1 era one thing has held: LLMs lean heavily on public social, Wikipedia, and YouTube. We built our channel mix around that — producing in the formats models prefer and promoting where they're already looking.
PRODUCE
Short, FAQ-shaped pages and repeating video. Models train on bullet-and-keyword content; video gives them more bites of the apple.
AMPLIFY
Push everything across social in the formats LLMs prefer. There's no real cap on social output — and the models lean heavily on public social, Wikipedia, YouTube.
SHARE
Stakeholders re-share, one-to-one and at scale. Every re-share becomes a referring backlink that validates the source content.
INDEX
Search engines and LLMs pick it all up. You show up in answers. The credibility compounds across Google AI Overviews, Grok on X, ChatGPT, Gemini, and Perplexity.
rVantage.
The practice, productized.
Our AI-as-a-service platform. Everything your organization knows, gathered into one managed wiki — and a set of expert lenses that review everything you make against it. One wiki. Multiple lenses. Faster decisions.
