Putting content on the internet is now much easier and cheaper than before. The social media space is littered with numerous content creators and digital marketers all fighting to be seen, with the hope of converting such attention to a useful transaction. Then there are short-attention-span netizens who are being pulled from different angles, going through various emotions and distraction as they navigate the busy online streets. To both parties, something immediately becomes obvious- what's real or useful within this noise? As humans we turn to our primitive instinct to identify safety and flee from danger. Looking out for factors such as familiarity, public reviews, referrals, authority, tribal relevance and confidence are now the more important leverages that will eliminate the friction associated with acquiring a client, a patient or partnership. Healthcare organizations that pay more attention to these highlighted factor more than bland volume of internet contents will see more new or returning patients. Put in the work, connect with real people and see your healthcare business thrive.