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.
- HandoffThe step between marketing and sales where inquiries are lost because no one owns the next call or email.
- 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 Amplification and above, meetings verified against the meeting quality standard, reviewed on day 90 against actuals.