Late-night health searching is real—especially when your brain starts spiraling and you need clarity fast. In this post, I share what I discovered about how Google search works in healthcare, why medical topics are treated as “Your Money or Your Life” (YMYL), and why clinics and hospital systems often outrank individual physicians for broad searches like “multiple sclerosis treatment.” You’ll learn how patients and caregivers research symptoms late at night, what they actually look for during the “credibility check,” and how specialist branding—clear messaging, authority signals, and a cohesive online presence—helps the right patients feel safe enough to take the next step and book an appointment.

I’m an introvert—and for a long time, visibility felt more intimidating than the work itself. I love the deep, quiet parts of branding: creative thinking, strategy, clarity, design. But on calls, my nerves sometimes showed up as over-explaining, thinking out loud, and filling silence—energy that can accidentally feel “transactional” on the other side. In this post, I share the feedback that stung, what it helped me see, and the simple shift I’m practicing now: slowing down, breathing, softening where I brace, and leading from calm presence—choosing love over fear, one pause at a time.

Your brand is an extension of you. What’s your story? People love stories and when you bring that forward, you will show as your authentic self.

What everyone needs to know first before you rebrand

My first children’s book illustration project with author Stacey Gates

Did someone say cake?