BOSTON SCIENTIFIC

Generative Engine Optimization (GEO) | Long-Form Content

The Task:

As lead copywriter on a Generative Engine Optimization (GEO) initiative for Boston Scientific, I wrote strategic web copy designed to earn citation in AI-generated search results (such as Google AI Overviews) for a high-value clinical topic: combined Pulsed Field Ablation (PFA) and Left Atrial Appendage Closure (LAAC) procedures. The goal was to position Boston Scientific's FARAPULSE and WATCHMAN medical devices as authoritative sources in a search landscape dominated by academic journals and clinical trial databases.

The Brand:

Boston Scientific is a global medical device and technology leader specializing in minimally invasive solutions to improve patient health. Treating over 45 million patients annually, the company provides devices for interventional cardiology, endoscopy, neuromodulation, and urology.

FARAPULSE TECHNOLOGY - CONTENT MODULE

Audience: Electrophysiologists (Healthcare Professionals) and Hospital Purchasing Departments

CHALLENGE

Boston Scientific's FARAPULSE PFA cardiac technology had strong clinical credibility, but when electrophysiologists searched for information on performing PFA and LAAC in the same procedure for atrial fibrillation (AFib), AI Overviews consistently surfaced non-branded results from ClinicalTrials.gov, Heart Rhythm Journal summaries, and peer-reviewed feasibility studies. Despite being a leader in cardiac ablation technology, Boston Scientific wasn't part of the conversation.

SOLUTION

I was brought in as lead copywriter to close that gap. Working from a highly technical GEO brief, I wrote a new web module for the FARAPULSE PFA Platform page that explains the technology and procedures in clear clinical terms: what it is, why it matters, and what the trial data shows without promotional framing. The content was written to meet Google's E-E-A-T standards, align with AI Overview language patterns, and strengthen internal linking across the FARAPULSE, FARAWATCH, and WATCHMAN ecosystem.

MY ROLE

As the lead copywriter on the project, I translated a complex GEO strategy brief into clear, credible healthcare professional (HCP) copy, balancing clinical accuracy, brand voice, and citation best practices.

The following client-approved copy is currently pending deployment on the Boston Scientific website.

Overstitch Billing and Insurance Content Modules

Audience: Physicians (HCPs) performing Endoscopic Sleeve Gastroplasty

CHALLENGE

Boston Scientific's existing Endoscopic Sleeve Gastroplasty (ESG) billing content was outdated and lacked information about a new 2026 CPT® code. Despite Boston Scientific being a primary resource for ESG physicians, AI Overviews for billing and coverage queries weren't citing the brand. Third-party clinical and insurance sources dominated results instead.

SOLUTION

Write three new billing and insurance modules for the ESG HCP Endura page—structured around the new CPT® code, payer landscape, and physician resources—in a clear, explainer format optimized for AI overview citation.

MY ROLE

Lead copywriter. Translated a detailed GEO brief and messaging hierarchy into three cohesive copy blocks covering the new code, evolving coverage landscape, and physician CTAs.

The following client-approved copy is currently pending live deployment on the Boston Scientific website.

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