Every year, the rules of getting found and booked change under private practice owners. This archive goes back one year at a time and records what actually happened, with the public source linked, and what it means for your practice now.
Most agencies sell you this year's tactic and never look back. We do the opposite. The fastest way to see where patient acquisition is heading is to study what already moved it: algorithm updates, AI search, platform policy, FDA and FTC action, and the economics of cash-pay care.
Each retrospective covers one verifiable shift for aesthetic and boutique private practices. Every number links to its public source. Each one ends with the moves we would make for a practice owner today. The articles carry today's publish date, because they were written today, looking back.
The year AI answers moved to the top of Google, the GLP-1 shortage ended, and regulators got serious about health claims, memberships and reviews.
See all 24 retrospectives from 2025
2025 · Plastic Surgery
2025 · Med Spas
2025 · Maps & AI SearchThe year Google launched AI Overviews and cracked down on low-quality and parasite content, the FTC banned fake reviews, a federal court blocked the noncompete ban, and Business Profile chat went away.
See all 24 retrospectives from 2024
2024 · Dermatology
2024 · Growth Systems
2024 · ChiropracticThe year Google previewed SGE and shipped four core updates, Universal Analytics shut down, the FTC went after health data sharing and unproven health claims, and FDA warned about compounded semaglutide and ketamine.
See all 24 retrospectives from 2023
2023 · IV & Wellness
2023 · Men's Health
2023 · ChiropracticThe year Google launched the helpful content update and added Experience to E-E-A-T, ChatGPT arrived, hospital pixel findings and an HHS bulletin put health tracking under scrutiny, the FTC went after review suppression and location data, and FDA approved Mounjaro as Wegovy ran short.
See all 24 retrospectives from 2022
2022 · IV & Wellness
2022 · Chiropractic
2022 · DermatologyThe year Apple App Tracking Transparency and Mail Privacy Protection cut into ad and email tracking, Google shipped page experience, link spam and local search updates and renamed Google My Business, the FTC warned on endorsements and health apps, and FDA approved Wegovy.
See all 24 retrospectives from 2021
2021 · Growth Systems
2021 · Plastic Surgery
2021 · Growth SystemsWe only take one practice per specialty in each market. Find out if yours is still open.
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