The challenge
Cobalt Health's six business units each ran separate agencies, tooling and editorial standards. Medical and legal review happened over email, took an average of nineteen days, and left no audit trail their regulatory team was comfortable with. Nobody could answer whether the organisation was visible in AI search, and the question was being asked at board level.
What we did
- 01
One workspace per unit, one standard across all
Each business unit received an isolated workspace with its own voice profile and permissions, rolling up into a single dashboard. Shared quality gates meant a page from any unit met the same bar.
- 02
Review moved into the pipeline
Medical reviewer, legal and regulatory sign-off became timestamped stages inside the workflow rather than email threads. Average cycle time fell from nineteen days to eight, and the audit trail satisfied regulatory affairs on first review.
- 03
E-E-A-T signals made systematic
Credentialed author profiles, named reviewers, primary-literature citation and explicit review dates were applied as template requirements rather than editorial preferences.
- 04
Accuracy monitoring across engines
Two hundred and forty therapy-related prompts were tracked daily. Three factual drift incidents were caught and corrected in the first six months, including a dosing description that had propagated across two engines.
The outcome
Fourteen months after rollout, the portfolio was carrying an additional 2.4 million monthly organic sessions. The roll-up dashboard became the standing digital metric in the quarterly board pack, and the medical review gate has since been adopted by two further business units outside the original scope.
“We had eleven thousand indexed URLs and no shared view of any of them. The audit gave us a verdict on every single one, and the roll-up dashboard is the first thing our CMO has ever been able to take to a board meeting.”