Going Beyond the Blog: How Multimedia Content Earned 5x Click Growth in the AI Search Era

Industry: Digital Health
Client Name: Nest Health

When AI can summarize blog posts instantly, how do healthcare brands achieve visibility?

The key: provide unique value that LLMs can’t replicate.

Fire&Spark developed a multimedia content strategy for Nest Health, a provider serving hard-to-reach Medicaid populations, resulting in 20,000+ new keyword rankings and 26,000+ organic clicks in just 90 days through calculators and visual resources AI competes with.

The Challenge

Overview

Nest Health operates a unique whole-family healthcare model: they contact Medicaid recipients directly and offer free in-home care for entire families.

As a brand breaking into the competitive digital health space, Nest Health faced a visibility problem. They needed to build brand awareness with a hard-to-reach Medicaid population so that when families received that phone call, they would already recognize the Nest Health name and trust them enough to let them into their home.

And they needed to do this in an increasingly challenging search environment where AI tools can instantly summarize most informational content without website click-throughs.

Primary Challenges

  1. Building Visibility Without Established Authority: As a newer brand, Nest Health couldn’t rely on domain authority to compete with established healthcare websites in search results and LLM responses.
  2. Reaching a Hard-to-Reach Medicaid Population: The families Nest Health serves often aren’t actively searching for treatment. They need general health information that builds trust before the phone call comes.
  3. Standing Out in the AI Search Era: With AI tools getting better at summarizing text-based content, Nest Health needed content formats that would still drive clicks to their website and build brand recognition.

The SEO Strategy & Implementation

Fire&Spark’s approach centered on one core insight: AI can summarize text, but it can’t replicate interactive calculators or visual resources that require users to visit the actual website.

The strategy focused on creating genuinely useful multimedia tools and resources that would serve real needs, build trust at scale, and establish Nest Health as a helpful authority—all while driving traffic in an environment where plain text content increasingly gets summarized away.

Key Elements of the Strategy

Fire&Spark identified calculator-style content as the primary growth opportunity. These weren’t blog posts that AI could summarize. They were interactive tools that required users to click through and view the actual dosage chart.

The calculators targeted how parents actually search: by age and weight, focusing on specific pediatric queries like “infant tylenol dosage” and “how much ibuprofen can a 10 year old take.” These queries were less competitive than general medication terms, giving Nest Health an opening despite their newer brand status.

The format worked because visual dosage charts contributed to image search visibility, while on-page FAQs captured additional long-tail searches around frequency and timing, and the interactive nature meant users had to visit Nest Health’s site; AI couldn’t answer the question as easily in a text summary.
Each calculator served real caregiver needs while building recognition with families who might later receive a call from Nest Health.

Tylenol dosage chart for children and infants

Rather than generic health blog posts, Fire&Spark created community resource guides featuring local assistance programs: food pantries, utility support, housing resources, and seasonal help like toy drives.

These pages combined practical information with clear visual organization that made them more useful than a simple AI-generated list. The content was locally relevant to Nest Health’s service areas and attracted the exact population they serve—Medicaid families seeking support resources.

Fire&Spark also refreshed existing pages with improved structure, updated information, and visual elements that made content easier to scan and harder for AI to fully replace. This expanded visibility significantly without creating entirely new content.

Every piece of content was designed with a specific question in mind: “What value can we provide that AI can’t easily replicate?” The answer was interactive tools, visual resources, and locally specific information that required viewing the actual page to be useful.
This approach allowed Nest Health to compete effectively despite being a newer brand without the domain authority of established medical websites.

The Results & Business Impact

Fire&Spark’s multimedia content strategy proved that newer brands can compete in the AI search era by creating content formats AI can’t replace:

20,000+ Non-Branded Keyword Rankings

From minimal visibility, Nest Health now ranks for over 20,000 non-branded keywords, establishing meaningful brand presence across pediatric health topics.

5x Organic Click Growth in 90 Days

Calculator pages and resource content generated 10s of thousands of clicks in the last quarter—each one a touchpoint with families who might later recognize Nest Health when they receive that phone call.

Top Rankings Despite Limited Authority

Nest Health achieved #1, #3, and #5 rankings for competitive pediatric health searches, competing directly with established medical sites:

  • “Tylenol dose child per kg” – #1
  • “Infant tylenol dosage” – #5
  • “How much ibuprofen can a 10 year old take” – #3

Revamping Underutilized Content for Massive Growth

Updated resource pages grew from attracting practically 0 traffic to thousands of clicks, demonstrating how strategic optimization unlocks exponential gains.
These results established Nest Health as a trusted resource for families on Medicaid to find reliable health information, which is exactly the brand awareness they needed.

Looking Forward
Long-Term Value

The multimedia content strategy continues to generate qualified traffic as Nest Health expands into additional pediatric health topics and local resource areas.

With calculators and visual content performing well in both traditional search and AI-generated summaries, Nest Health is positioned to maintain visibility as the search landscape evolves.

The foundation is set for ongoing brand recognition growth among the hard-to-reach populations they serve, ensuring that when families answer that phone call, they already know and trust the Nest Health name.

Why Fire&Spark for Digital Health?

How does a newer brand without established authority compete for visibility when AI can summarize most content?

It’s simple:

With over 20 years of healthcare SEO experience, Fire&Spark understands that the rules are changing. Text-based blog posts that once drove traffic now get summarized in AI results. Newer brands can’t rely on domain authority alone to rank.

Our strategic approach focused on what AI can’t replicate: interactive calculators, visual resources, and locally specific tools that genuinely serve user needs while driving clicks to Nest Health’s website.

The results demonstrate the advantage of thinking beyond traditional blog content—especially for newer brands competing in an AI-dominated search environment.

More Results

See how other digital health clients leveraged Fire&Spark’s SEO expertise for measurable success:

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