From Invisible to In-Demand: Andrew Newland on SEO, Trust & Functional Medicine Marketing
In this episode, I sit down with Andrew Newland — founder and CEO of Functional Medicine Marketing. Andrew is a digital strategist who works exclusively with functional and integrative medicine clinics, helping them grow their visibility, attract new patients, and reclaim precious time through sustainable, SEO-driven marketing systems. He’s also the author of Digital Marketing and SEO for Functional Medicine Practices and a sought-after voice in the space, having appeared on shows like The Functional Medicine Nurse and The Junto.
Andrew brings much-needed clarity to an industry where most practitioners didn’t go to med school to become marketers. From reviews to rankings to regulations, he breaks down what actually works — without the hype, the “30 patients in 30 days” promises, or the tech overwhelm.
We cover:
- Why functional and integrative medicine is a uniquely challenging niche to market
- The trust gap: why patients need more time, proof, and education before saying “yes”
- How to ask for reviews without feeling slimy — and what to say word-for-word
- Why Google reviews matter more than you think (for both humans and SEO)
- The 3 pillars of SEO: technical, content, and local — and how clinics often miss 2 of them
- A simple, free test (PageSpeed Insights) to see what Google really thinks of your site
- How to structure “content silos” so your blogs lift your whole site, not just one post
- Using blogs that nobody reads (on purpose!) to improve rankings across your entire site
- How to combine AI with human stories so Google doesn’t treat your content like generic fluff
- AEO (Answer Engine Optimization) and what tools like ChatGPT mean for local clinics
- Optimizing your Google Business Profile: Q&A, updates, geotagged photos, and responses
- How to market “sensitive” services like peptides, PRP, and holistic cancer care without getting flagged
- The “trifecta” of digital marketing: SEO, Google Ads, and Facebook/Instagram ads working together
- Real case studies: from barely-any-patients to consistently closing high-ticket programs
- Why mindset, desperation, and unrealistic timelines can quietly sabotage your marketing
🎯 Key Takeaways:
- SEO is tortoise, not hare: it “solves next year’s problems,” not this week’s panic.
- Social media alone won’t grow a clinic — organic reach is tiny, and SEO is the true foundation.
- Reviews build trust twice: with Google’s algorithm and with anxious, skeptical patients.
- The best SEO blends technical health, rich content, and strong local signals (your Google listing).
- AI is a tool, not a shortcut — your stories, voice, and experience are what make content stand out.
- Paid ads work best as part of a system: awareness (Meta ads), intent (Google Ads), and trust (SEO).
- Knowing your ideal patient avatar doesn’t exclude others — it sharpens your message and results.
🔗 Connect with Andrew:
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Follow Us:
📸 Instagram: Uncomplicate It!
▶️ YouTube: Uncomplicated Marketing - YouTube
