AI marketing software for medical practices — built to fill your schedule, not Zocdoc's.
Iriscale is the AI marketing software medical practices use day to day — a stack of AI agents that learns your specialties, service areas, and patient demographics, then attracts and converts the right patients across Google, AI search, and social.
Works alongside the tools your practice already uses
Knowledge Base
Content Architecture
AI Search Ranking
You're losing patients to health systems, Zocdoc, and AI — before they call.
The old playbook — a website, a Healthgrades listing, some Google reviews — no longer fills your schedule. Patients search symptoms in AI assistants and find specialists through aggregators before they see your listing.
Health systems dominate search.
Hospital networks spend millions on SEO and ads. Independent practices get buried unless they build deep specialty content that earns authority Google and AI engines can cite.
AI is fielding your patients' health questions.
60%+ of health searches now start with "what is..." or "is this serious?" in ChatGPT or Perplexity. If your practice isn't cited, you're not in the conversation.
Zocdoc takes the margin.
Directory fees eat your patient acquisition budget. Building an owned marketing channel gives you patients you don't pay a platform to access.
32%
of people who use AI for health have searched for a specific provider or clinic.
A full marketing operation for your practice — built around how patients actually search.
From first symptom search to scheduled appointment — on autopilot.
Every feature, mapped to your industry.
| Section on page | Iriscale feature | How it shows up |
|---|---|---|
| Know your practice | Knowledge Base | Encodes specialties, accepted insurance, service areas, physician bios, and patient-safe brand voice. |
| Win AI search | AI Search Ranking Intelligence | Tracks citations across ChatGPT, Claude, Gemini, Perplexity for "[specialty] doctor in [city]" queries. |
| Research keywords | Keyword Repository | P1/P2/P3 priority for patient-facing terms ("cardiologist near me", "symptoms of [condition]", "pediatric dentist [city]"). |
| Know competitors | Competitor Analysis | Battle cards for competing practices and health systems: specialties, review themes, web authority. |
| Build a smart site | Content Architecture | Pillar pages per specialty with patient education cluster articles and condition-based FAQ content. |
| Plan full-funnel | Topic Strategy | Symptom (what causes chest pain), Evaluation (when to see a cardiologist), Decision (best cardiologist in [city]). |
| Answer AI search | AI Optimization (Q+A) | Optimizes answers to "what is a normal resting heart rate?" so your practice gets cited. |
| Ship content weekly | Articles + Social Posts | On-brand patient education content for your blog, Facebook, and Instagram — on a consistent schedule. |
| Find conversations | Opportunity Agent | Monitors community groups for "looking for a good doctor in [area]" posts and flags them for response. |
| One agent runs it | Chief Marketing Agent | Ask "build a content plan for our new cardiology wing" and it executes across every channel. |
What changes when your practice runs on Iriscale
Most practices we talk to have the same story — great care, weak and expensive marketing. Iriscale flips that.
Without Iriscale
- Zocdoc and directory fees $500–$3K/month with no owned patient relationship.
- Generic "Dr. Smith is board-certified..." website copy that ranks for nothing.
- No presence in AI health search — invisible when patients ask AI for providers.
- Health system competitors outranking you on every specialty + city keyword.
- Social media sporadic, no consistent patient education content.
- No competitive intelligence on other practices attracting your patients.
With Iriscale
- One flat subscription — own your patient acquisition, no per-booking fees.
- Weekly patient education content planned around symptom and specialty search journeys.
- Tracked citations in ChatGPT, Perplexity, Gemini for your specialty + service area.
- Organic pipeline that reduces Zocdoc and referral dependency over time.
- Consistent on-brand content across your blog and social channels.
- Live competitive intelligence on practices competing for your patients.
–38%
cost per new patient
+12 hrs
reclaimed per week by practice staff
7×
more AI-search citations in 90 days
Built for the people actually running the business.
Independent physician
“Health systems spend millions on ads. I can't compete dollar for dollar.”
Builds deep specialty content that earns citations where health systems can't — specific conditions, local context, and patient education that aggregators don't produce.
Dr. Priya Nair
Internist · solo · suburban market
Multi-specialty group
“We have six doctors with six different areas of focus. We produce almost no content.”
Separate content tracks per specialty, shared brand guidelines, pillar pages for each physician's focus area — all from one Knowledge Base without a content team.
James
Practice administrator · 6-physician group · two specialties
Specialty practice
“Patients Google 'best cardiologist in [city]' and find the hospital system, not me.”
AI-search optimization targets the queries that bring high-intent patients. Competitor Analysis maps exactly what the health system ranks for — and where the gap is.
Dr. Okonkwo
Cardiologist · urban practice · competitive market
Every feature feeds the next. That's the Iriscale difference.
Teach Iriscale about your business once — the Knowledge Base becomes the foundation. From there, every other capability draws from the same brain. No retyping, no re-briefing, no context loss.
From the Founder
“Patients choose a doctor before their insurance changes — and they use AI search to do it. Iriscale builds the practice content and local visibility that makes your office the recommended provider when they search.”
Dean Gannon
Founder · Iriscale
Common questions
Iriscale generates marketing content — it does not process or store PHI. The Knowledge Base is built from publicly available practice information (your website, specialty listings). No patient data enters the platform.
Medical accuracy is your responsibility — and Iriscale is designed for that. Every piece requires your review before publishing. The AI generates drafts based on your approved Knowledge Base; your clinical team reviews before anything goes live.
Those are referral directories that charge per booking or per lead. Iriscale builds your practice's owned content engine — so patients find and book directly, without a platform taking a cut.
Yes. Each specialty gets its own pillar page architecture, keyword tracks, and topic strategy. One Knowledge Base, multiple content streams.
Most practices see AI-search citation movement in 3–5 weeks. Full organic patient inquiry impact typically shows in 60–90 days.
Yes. Iriscale runs beside systems like athenahealth, NextGen, or SimplePractice — it generates marketing content only and never touches patient records, so no PHI enters the platform.
It publishes condition, service, and "new patient" content structured so ChatGPT, Perplexity, and Gemini can quote it directly, so your practice is named when patients research care in your area.
No long-term lock-in, and most practices replace their agency retainer. Iriscale runs strategy, writing, and scheduling, with your team reviewing every draft before it goes live.
See what Iriscale would do for your practice.
In a 20-minute walkthrough we'll load your practice, show you your current AI-search visibility, and map out the first 90 days.