Two Medicare clinics. Only one says Medicare.

A senior types medicare doctor near me that takes humana. Two senior primary care chains want that visit: Oak Street Health, with 231 clinic pages, and CenterWell, with 195.

Read the way an AI assistant reads them, Oak Street answers almost every question a patient has. CenterWell never once says the word the patient searched for: Medicare.

Five questions: Oak Street answers five, CenterWell two

We scored the page a patient actually lands on, read before JavaScript runs.

Method: 60 clinic pages sampled at random from each chain, scored on the raw page before JavaScript runs, and checked both as a browser and as Googlebot.

Oak Street hands a machine the address, the hours and the plans

Every Oak Street clinic page we sampled carries a full clinic listing written for machines. It even lists the insurers in code, next to a rating and a FAQ.

"@type": "MedicalClinic",
"streetAddress": "1715 E 95th St", "postalCode": "60617",
"geo": { "latitude": "41.72043", "longitude": "-87.58152" },
"openingHoursSpecification": { "opens": "08:00", "closes": "17:00" },
"paymentAccepted": "… UnitedHealthcare, Aetna, Humana, Wellcare …"

Then ask Oak Street’s finder for a clinic. It shows none.

The clinic list on the locations, state and city pages loads with JavaScript. In the raw page a crawler receives, there is a search box and a “Loading” placeholder, and no clinic.

The best clinic pages in this teardown sit behind a finder that hides them. An assistant browsing from the city page never reaches one.

CenterWell prints the basics and links every center

Each center page says the address, the phone and the week’s hours in plain words, with a directions link. And one plain HTML page links all 195 centers, which Oak Street’s finder never does.

1575 Santa Barbara Blvd, The Villages, FL 32159
Call us 352-674-1740 · View map & directions
Monday to Friday 7:00 AM – 5:00 PM · Saturday, Sunday closed

CenterWell says it in words, but never “Medicare”

Not once, on any of the 60 center pages, in the text a crawler reads. The plan list sits behind a “See accepted plans” button, packed inside 1.3 MB of script. And there is no page data at all: no clinic listing, no address, no coordinates, no hours, no plans.

Every center page also ships without a meta description or link preview tags, so a center pasted into a chat arrives as a bare URL.

The scorecard: eight checks to three, and the ninth goes the other way

Nine checks, the same method, both chains.

Why this matters to a clinic

Oak Street did the hard part: a near-complete clinic page, then hid it behind a finder only JavaScript can open. CenterWell did the easy one: it links every center in plain HTML, then never says what a senior is searching for, Medicare and the plan they carry.

For a web team, each fix is a few days of work. For a single clinic, both fit in an afternoon: say which plans you take in words a crawler can read, and make sure a plain link leads to your page.

• We search for your clinic the way a patient would. Your city and your competitors, on Google and on the AI assistants.
• You get the gaps in plain sentences. One list you can hand to whoever runs your website.
• It takes a day. No commitment, no cost.

Download the slides (PDF, 241 KB)