The Challenge
Competing Against Microsoft and Amazon With Zero Brand Recognition
Onpoint Healthcare Partners developed IRIS — an AI Virtual Clinical Assistant™ designed to eliminate physician documentation burden through ambient scribing technology. The product was genuinely innovative. The problem: they were entering a market already occupied by Nuance (owned by Microsoft), Amazon Healthscribe, and Augmedix — all household names with deep marketing budgets and established relationships with health systems.
Onpoint had zero Google presence, zero brand recognition among physicians and healthcare administrators, and a hard timeline driven by Series C funding requirements. They needed measurable traction — qualified demo requests, inbound calls, and enterprise partnerships — within 90 days.
- Zero organic search presence — completely invisible to physicians searching for AI documentation tools
- Competing directly against a Microsoft subsidiary and Amazon for identical search terms
- Target audience (physicians, CMOs, healthcare administrators) requires high-trust, credibility-first messaging — cold outreach alone doesn't work
- Series C funding timeline created hard pressure — results needed to be measurable, not projected
- Needed qualified demo requests, not just traffic — a physician who clicks and leaves is worthless
- Market dominated by Augmedix (40% share), Nuance/Microsoft, and Amazon — no obvious gap to exploit
The Strategy
Authority First. Traffic Second. Conversions Third.
In a high-trust healthcare market, the traditional approach of running ads and hoping for clicks doesn't work. Physicians don't trust vendors they haven't heard of. The strategy was built around a single insight: establish Onpoint as a credible voice in the AI scribing conversation before asking anyone to book a demo.
Internal Profits deployed a four-phase approach across SEO, PR, media outreach, and paid search — each phase building on the last to create a compounding authority effect that eventually displaced the established competitors in search rankings.
Week 1–2 · Foundation
Deep keyword research + full website SEO optimization
Comprehensive keyword mapping targeting "ambient scribe," "AI medical scribe," "clinical documentation automation," and "physician burnout solutions" — the exact terms physicians and health system decision-makers use when researching this category. Site architecture restructured for both buyer intent and Google crawlability.
Week 3–4 · Visibility
PR press releases + social media launch campaign
Compelling press releases distributed through EIN Presswire targeting healthcare trade publications. Social media campaigns built around the "Healthcare's Silent Epidemic" angle — physician burnout from documentation overload — a proven emotional hook with CMOs and department heads. This created the first wave of brand awareness and backlinks to the IRIS product pages.
Month 2 · Authority
Healthcare media outreach + CEO podcast placements
Targeted outreach to healthcare industry publications and podcasts with audiences of practicing physicians and health system administrators. CEO Jim Boswell placed on multiple podcasts discussing AI's role in reducing physician burnout — building thought leadership and creating high-authority backlinks that accelerated Google's trust in the IRIS domain.
Month 3 · Dominance
First-page Google rankings — displacing Microsoft and Amazon
By month 3, IRIS secured first-page Google rankings for core ambient scribe and AI clinical documentation search terms. Augmedix's auction share dropped from 40% to 11.75%. Nuance (Microsoft) was displaced from top results. Onpoint captured 9% auction share from a standing start of zero — in a market where they had no brand recognition 90 days earlier.
Traffic Results — 90 Days
100
Monthly visits at campaign start (Jun 14, 2023)
1,200+
Monthly visits after 90 days
+1,100% growth
12×
Traffic multiplier in a single quarter
Lead & Pipeline Results
30 Demo Requests. 6 Opportunities. 2 Health System Contracts.
The traffic growth was only meaningful because it converted. Physicians and healthcare administrators who found IRIS through organic search and PR-driven awareness translated directly into qualified pipeline activity — demo requests, inbound consultations, and ultimately signed health system contracts.
30
Demo requests in 90 days — 6 became qualified opportunities
16
Inbound phone consultations from organic and paid traffic
High-intent
2
Health system contracts signed within the 90-day window
Google Ads Auction Share — Before vs. After
The competitive displacement data tells the most powerful part of the story. Onpoint didn't just gain visibility — they took it directly from the most established players in the market.
| Competitor |
Before Campaign |
After 90 Days |
Status |
| Augmedix (market leader) |
|
|
−28.25 pts |
| Nuance (Microsoft) |
|
|
Lost top rankings |
| Amazon Healthscribe |
|
|
Lost top rankings |
| IRIS — Onpoint ★ |
|
|
+9% from zero |
⚡
What 9% auction share means
In a market where Augmedix, Microsoft, and Amazon collectively controlled the top search real estate, capturing 9% of the ad auction in 90 days — starting from zero brand recognition — is the equivalent of a new restaurant opening next to McDonald's and immediately taking 1 in 11 customers. In a high-value SaaS market where each enterprise account can be worth six figures annually, that 9% represents substantial recurring revenue potential.
Post-Campaign Automation Build
Turning Leads Into a Self-Running Pipeline
Beyond the 90-day campaign, Internal Profits built a full CRM and lead nurture infrastructure so Onpoint's pipeline could run autonomously — critical in a market where healthcare sales cycles can span 6–18 months.
- Full CRM build — automated follow-up sequences for demo requestors who didn't immediately convert
- Quarterly newsletter automation — keeping physicians and health system administrators engaged with IRIS updates, clinical research, and product news
- Automated scheduling — web form submissions routed directly to calendar booking, eliminating manual intake
- Lead generation now runs autonomously — reducing cost-per-acquisition while maintaining consistent pipeline engagement
"Working with Internal Profits was a game-changer for us. Their expertise in SEO and PR catapulted our new AI healthcare tool into the spotlight, and the results speak for themselves."
— Jim Boswell, CEO · Onpoint Healthcare Partners
💰
Series C Funded — October 2023
Onpoint Healthcare Partners closed Series C funding in October 2023 — within the same window as the 90-day campaign. Demonstrated traction (30 demo requests, 6 qualified opportunities, 16 calls, 2 health system contracts, 9% auction share) provided the evidence base investors needed to commit. Marketing-generated pipeline directly supported the fundraising outcome.
