Must-Do Marketing Strategies

Start With the Right Foundation

Many practices make the mistake of jumping straight into paid advertising when growth slows. While ads can be effective, a strong marketing strategy should always begin with solid foundational elements. Without them, paid advertising often amplifies weak systems instead of fixing them.

Enhance the Patient Experience

At the core of my marketing framework is the patient experience. Exceptional marketing starts long before a patient ever clicks an ad and continues well after they leave the office.

The patient experience includes the entire journey, from first impression to post-treatment follow-up:

• Online discovery and first impressions

• Appointment scheduling and confirmation

• In-office comfort and communication

• Post-treatment follow-up and ongoing engagement

If the experience is not exceptional at every stage, marketing efforts will struggle to deliver long-term results.

Ask for Referrals and Reviews

Internal marketing should be a cornerstone of every practice. Consistently asking for referrals and reviews builds trust, credibility, and organic growth.

This often requires setting ego aside and simply asking. Patients who have had a positive experience are usually happy to refer friends and family or leave a review. These actions remain some of the most powerful drivers of new patient growth.

Craft a Stellar Website

Your website is often your first impression. If you do not love your website, potential patients likely will not either.

An effective practice website should include:

• Online presence and brand awareness: Clear, consistent messaging across your website and social platforms

• Appointment procedures: Easy and intuitive appointment requests and confirmations

• In-office experience preview: Photos, amenities, and messaging that communicate comfort and care

• Post-treatment follow-up: Systems for post-op calls and review requests

• Dynamic content: Regularly updated information about procedures, team members, and the office

• User experience: Simple navigation and visually appealing design

• Online booking: Friction-free scheduling for patients who prefer not to call

A great website does not just inform. It reassures, converts, and builds trust.

Optimize Google My Business

Google My Business is one of the most underutilized tools in healthcare marketing. Many practices claim their profile and then leave it inactive.

To optimize your GMB profile:

• Ensure business name, address, and hours are accurate

• Use the description section to highlight key services and include relevant keywords

• Regularly upload high-quality photos and videos

• Respond to reviews to show engagement and credibility

• Use Google Posts to share updates and content

An active, well-maintained GMB profile significantly improves local visibility and trust.

Develop SEO and Social Media Expertise

Search engine optimization is a critical long-term growth strategy. It can be broken into two main areas:

On-Page SEO

• Optimize title tags, H1 tags, and image alt text

• Ensure your website structure supports search visibility

Link Building

• Create valuable content that other websites want to link to

• Build authority through partnerships and relevant mentions

Social media should not be a one-way broadcast. It should be conversational and engaging. Practices should:

• Post consistently with relevant, engaging content

• Respond to comments and messages promptly

• Collaborate with local influencers to expand reach and credibility

Invest in Strategic Paid Advertising Last

Once your foundation is strong, paid advertising can accelerate growth. Paid ads work best when everything else is already dialed in.

When using paid advertising:

• Choose platforms strategically, such as Google, Facebook, Instagram, TikTok, or YouTube

• Create compelling ad content that reflects your brand

• Drive traffic to a well-optimized website or landing page

Paid ads should be the final step in your marketing strategy, not the first. Make sure the experience behind the ad delivers on the promise before you start paying for attention.

Final Thoughts

Effective marketing is not about shortcuts. It is about building trust, delivering exceptional experiences, and creating systems that support long-term growth.

When your foundation is strong, marketing becomes an amplifier instead of a crutch.