Summary: Oshi Health, a virtual GI care provider, partnered with Healthyish to launch its DTC content strategy from the ground up. By targeting high-conversion keywords and producing medically reviewed, expert-driven content with engaging visuals, we quickly outpaced branded searches—leading to triple-digit growth and a sustainable, long-term content strategy that continues to deliver impact.
The Challenge
Helping patients find the care they need
Oshi Health is virtual GI care on a mission to free people from the suffering of GI conditions by redesigning how care is delivered and helping individuals address the root causes of their symptoms. But to get people the care—and the answers—they need, Oshi knew it had to start with meeting patients where they are—searching online.
In an era where as many as 81.5% of adults turn to Google for health and medical information, trust in doctors is at its lowest 😬, and health misinformation is on the rise, health brands face an added challenge: earning trust, staying relevant, and converting when the time is right.
This is especially tough in sensitive categories like GI, where stigma and embarrassment can keep patients from seeking help or talking openly about their symptoms. Patients are left overwhelmed as they attempt to navigate patterns and triggers alone—and that’s where Oshi saw an opportunity to step in and educate and empower people to take control of their health💥.
Lacking the resources to expand reach and uplevel trust
While Oshi recognized content as a powerful tool, they lacked the infrastructure—and the right strategy—to make it work at scale. Their marketing was wrapped up in email and direct outreach through partnerships. Oshi knew they had to diversify, but lacked the resources to build a DTC content strategy that would effectively position them as a trusted authority in GI care that inspires and empowers.
Oshi’s marketing team had a vision, and they needed a partner to help them build it and scale it. Enter Healthyish Content 👋.
The Solution
Laying a strong foundation for growth
Starting in August of 2024, Healthyish Content helped Oshi launch its DTC content strategy from the ground up, creating a hub for approachable, evidence-based content that laid the foundation for Oshi’s fastest-growing marketing channel 🚀.
To get there, we immersed ourselves in Oshi’s audience, brand voice, and business goals. We also assembled a core content team that included an SEO partner, editorial lead, writers, and editorial designers. Paired with Oshi’s marketing team and clinicians, we formed what Oshi’s Director of Content Marketing, Sarah Goldberg, calls “a content dream team.” 🤩
Oshi’s clinicians were especially critical—ensuring medical accuracy, yes, and offering valuable subject-matter expertise that differentiated the content from other brands.
Healthyish Content led with deep keyword research, identified high-impact opportunities, and set a clear strategy for cadence and volume. Goldberg likened the process to dining at a top restaurant: “It’s like having someone research the best spots, making the reservation, and handing you a curated menu. From there, I get to choose the best fit for our audience and brand.”
While Healthyish helped Oshi identify topics to capture mindshare, Oshi brought a content strategy that set them apart. Using Oshi’s three-pillar approach—medical, dietary, and gut-brain—we created a hub that educated and empowered individuals to take control of their gut health.
Meeting GI patients where they are
At the core of our content strategy for Oshi was to meet people where they are. Today, that means searching for answers online—whether they’re looking to address hesitations about seeking care, validate an experience, or explore potential next steps. Publishing evidence-based, SEO-optimized content that’s expert-driven and visually engaging meets patients at the moment of intent 🎯to deliver clarity and value.
This approach is especially powerful in health categories where questions can feel personal or hard to ask. GI is a clear example. When someone searches ”why does my poop burn like acid?”or “what are sulfur burps?” and finds a medically-backed answer, it creates validation and builds trust 🤝… which can be a meaningful step toward care.
Helping Oshi generate the best answers on the Internet
To help patients take action around GI care, we worked with Oshi to create high-quality content their audience—plus search engines and AI—actually wanted. Topics were shaped by real queries with strong search intent 🤔, from “the worst foods for acid reflux” to “what is a GI-registered dietitian?”
Each article followed Healthyish Content's best practices:
✅ Comprehensive, in-depth coverage aligned with search intent
✅ Expert-reviewed, medically accurate content
✅ Optimized layouts for clarity and engagement
✅ Authority-boosting expert quotes
✅ Distinct, on-brand voice and tone
✅ Compelling visuals and custom modules
✅ Smart, trustworthy citations
✅ Detailed, long-tail FAQs
The Results
Driving organic traffic and dominating search
Oshi needed a content strategy that performed and scaled. And Healthyish Content delivered.
"Healthyish Content didn’t just help us ‘do content,’” says Mike Goodman, co-founder and chief growth officer of Oshi Health. “They helped us turn it into our primary growth engine by building the best answers on the internet—pairing deep SEO strategy with real clinical credibility and a voice patients actually trust.”
What started as a net-new content program quickly became the primary driver of organic visibility, traffic, and patient acquisition. Within eight months, their content saw triple-digit growth.* And to date (about 18 months total), Oshi’s content engine transformed from near-zero visibility into one of the most dominant presences in GI search.
At peak (18 months in), Oshi reached 188K+ monthly clicks, with sustained traffic above 180K/month, transforming content into a primary acquisition channel instead of a supporting one. Some stats:
🚀 Organic traffic grew from near-zero to 181K/month
🚀 Organic clicks grew +2,497% (6,971 → 181,037 monthly clicks)
🚀 Total impressions increased +5,361% (478K → 26.1M)
🚀 Nearly 1 million total clicks generated during the partnership
🚀 Total ranking keywords increased +545% (3,714 → 23,972)
🚀 Top 3 keywords increased +29,215% (20 → 5,863)
🚀 Domain rating increased from 42 → 50
🚀 Backlinks grew +296% (992 → 3,924) and referring domains +179% (321 → 896)
Annnd, as of March 2026, Oshi has held the #1 ranking for the following high-conversion keywords (along with 40+ more):
“Being able to provide people with approachable yet comprehensive, science-backed information to help them make connections between their GI symptoms and lifestyle or gut-brain health—and then leading them to Oshi, where our clinicians deliver tailored, evidence-based care—is a big win.” — Sarah Goldberg, director of content marketing, Oshi Health
*Between August 2024 and March 2025
Content—not product pages—drove growth
Here’s what really stands out: Content pages are doing the heavy lifting when it comes to growth, not product pages. In February of 2026, for example, the top 20 content pages alone generated more than 142K clicks in a single month, while the non-content pages accounted for less than 4% of traffic.
That’s not the norm. Most healthcare orgs’ SEO strategies are built across two fronts: educational content that captures early, symptom-based searches, and service or treatment pages designed to convert high-intent traffic into care. In many cases, traffic is distributed across both, with service and treatment pages playing a significant role in capturing bottom-of-funnel demand. At Oshi, that model flipped. Content became the front door, capturing high-intent searches, building trust early, and driving patients into the care journey.
Building on legacy content with updates
While most of the content library was built from scratch, some of the earliest wins came from reworking what was already there.
Instead of starting over, Healthyish Content zeroed in on legacy content with untapped potential, then reshaped it to match the new strategy. That meant tightening search intent, adding depth, layering in expert input, and making the content easier (and more compelling) to read.
Those updates paid off quickly. Case in point: an article on what is a GI registered dietitian went on to rank #1 for “GI dietitian” on Google.
Owning AI search
Today, SEO is only one piece of the puzzle. Showing up in AI-generated answers—often called GEO (Generative Engine Optimization) or AEO (Answer Engine Optimization)—is just as critical.
From the start, Healthyish Content optimized Oshi’s content with that shift in mind. That meant structuring articles to clearly answer real questions, backing everything with credible sources, and building the kind of authority AI systems look for when deciding what to surface.
The result: Oshi is ranking and being cited.
For high-volume queries like “Crohn’s disease symptoms” (86K searches/month), “low FODMAP diet” (76K), and “sulfur burps” (35K searches/month), Oshi shows up again and again as a cited source (along with dozens more).
That kind of visibility compounds. Across GI and digestive health topics, Oshi has effectively become the most dominant cited source in Google’s AI-generated answers, helping shape what people see first.
“Search isn't going anywhere—it's just changing shape and format and tools, making it even more critical to have really strong content that's ranking and showing up on search AI tools or in Google’s AIO,” said Goldberg. “Having a strong partner in Healthyish Content has helped us stay ahead of the trends.”
Making best-in-class content scalable
With results compounding, an eye for the future, and a steady pipeline of high-performing content that audiences and search engines are loving, Oshi’s DTC content strategy is now built to scale and built to last. So much so that we’re increasing our output. 💪
“We’ve reached a place where it’s functioning like a turnkey operation,” says Goldberg, “and I’m excited for what’s next.”
Get more Healthyish
Ready to become the dominant source in your category? Get in touch to learn more about how Healthyish Content can help your health brand build trust, drive growth, and win at AI and search visibility.
May 12, 2026