Increasing ASA's Discoverability in the Age of AI Search

As user search behavior changed and traditional web traffic to its site became less predictable, the American Society of Anesthesiologists (ASA) wanted to proactively safeguard its organic visibility. Reingold helped ASA do exactly that through a short-form video strategy built on authentic clinician voices and data-driven concepts focused on search intent.

The result was sustainable organic growth that generated 3.2 million+ cross-platform views, 75,000+ engagements, and a YouTube Shorts presence powered largely by search intent instead of fleeting algorithmic spikes.

Even before AI-powered search and generative engine optimization (GEO) hit the mainstream and reshaped search behavior, Reingold was helping health organizations diversify how they showed up in discovery environments. For ASA, that meant building a strategy that extended beyond traditional SEO and helped the organization answer patient questions and cement ASA as a source of truth in healthcare in more visible, adaptable ways.

Instead of relying solely on written content to capture search traffic, Reingold used high-volume query data to inform a short-form video program that met audiences where they increasingly looked for answers: on YouTube and social media platforms.
 
The strategy was simple in principle but powerful in execution: Identify the highest volume questions that people were already asking. Find credible, social-media-savvy medical experts to answer them. Then package the answers in formats that perform in both search and social feeds.

With a catalog of 40+ customized short-form videos, ASA built a content engine that delivered both durable search performance and broader social media reach.
 
Some of the strongest results came from videos designed to answer patient questions directly:

When a rare genetic mutation was discovered to have life-altering implications for certain patients, ASA leveraged its established rapid-response content pipeline to quickly mobilize international thought leaders and deliver urgent, potentially lifesaving information to both specialists and patients. Within a short time frame, ASA produced and distributed short-form videos in English and Spanish, ensuring the information could reach a broader audience across multiple communities.


These videos earned more than 350,000 views
and 20,000 comments and engagements. 


ASA was able to elevate and effectively break a story that had not yet received widespread coverage, helping ensure patients and anesthesiologists had access to timely, accurate guidance. Live comment moderation by members of ASA’s task force further strengthened the effort, allowing audiences to ask questions and receive real-time answers from some of the most knowledgeable experts available.

For associations and health organizations navigating a changing search environment, the lesson is clear: You do not need a massive production budget to achieve meaningful impact. You just need the right questions, the right voices, and a strategy built for how people discover information now.