Glossary
The terms, defined once.
One definition per page, written so a founder, a scientist, and a practice administrator read the same sentence and mean the same thing.
- Answer engine optimization (AEO)Structuring pages so AI answer engines such as ChatGPT, Perplexity, and Google AI Mode can extract and cite them: one question per page, the answer in the first 40 words, a quotable figure, server rendered HTML, and entity schema.
- Business associate agreement (BAA)A contract required by HIPAA between a covered entity and any vendor that creates, receives, stores, or transmits protected health information on its behalf, making the vendor liable for safeguarding it.
- Claim libraryA maintained list of every clinical, safety, or efficacy statement a company is permitted to make, each paired with its supporting reference and approved once, so new content is written from pre approved language.
- Conditional knockoutA genetically engineered mouse model in which a gene is deleted only in specific tissues or at a chosen time, typically using Cre recombinase and loxP sites, so the effect of the gene can be studied without the lethality of a whole body deletion.
- Connected TV (CTV)Television advertising delivered through streaming services on internet connected TVs, bought programmatically against geography and audience with a frequency cap and a completion rate you can read the next day.
- Cost per meetingTotal program cost divided by the number of qualified held meetings it produced in the period. The number that lets you compare a $6,000 outbound retainer to a $10,000 full pipeline tier.
- Entity pageA single page dedicated to one thing a buyer might search for, a model type, a service, a term, a location, backed by real data and marked up with schema that names the entity.
- Exposed versus controlA measurement plan for TV and media in which a matched geography receives no ads and the difference in branded search, direct traffic, and booked consultations between exposed and control markets is read as the effect.
- LegitScript certificationA third party certification that Google and Meta require before running ads in restricted healthcare categories such as addiction treatment and certain telehealth and pharmacy services.
- MLR reviewMedical, legal, and regulatory review: the process a pharma, biotech, device, or diagnostics company uses to check promotional content for supported claims, fair balance, and regulatory compliance before it reaches a clinician or a patient.
- Programmatic SEOBuilding large sets of entity pages from a structured data source, each server rendered and schema marked, rather than writing pages one at a time by hand.
- Protected health information (PHI)Any individually identifiable health information held or transmitted by a HIPAA covered entity or its business associates, including a name or contact detail combined with a condition, treatment, or appointment request.
- Qualified meetingA held conversation with a person who matches criteria agreed before an outbound program starts, role, company type, and stated need, confirmed in advance and delivered with a brief.
- RunbookA written, step by step operating procedure for one recurring job, content production, a Google Ads weekly review, an outbound sequence, so the job runs the same way whoever runs it.
- Schema markupStructured data added to a page in JSON LD that tells search engines and AI models what the page is about: an organization, a person, a service, a question and its answer, a defined term.
- Server renderingGenerating a page's full HTML on the server before it is sent, so every word, number, and schema block is present in the response without the browser running JavaScript.
- The 90 day rampThe first three months of an engagement, with deliverables stated in the agreement and, at Kinetic and above, a monthly meeting number in writing, reviewed on day 90 against actuals.
- The seamThe handoff between marketing and sales where leads are lost because no one owns it. More than 70 percent of marketing leads are never contacted by sales at all.