Medical Marketing

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Medical Marketing

A cartoon image of an isometric health computer with first aid kit

Medical Marketing requires a different approach from other industries. Doctors have a sacred relationship with their patients which they must always respect and protect. Thus, they cannot market their practice the same way you’d market a restaurant or sports apparel store.

Our Services

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Medical Marketing

Work with a full-service agency to handle your strategy, planning, design, content development, and implementation.

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Digital Marketing

Rely on our experts in website design & development, search engine optimization, online paid advertising, social media, reputation management, email marketing to dominate your market online.

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Budgeting & Planning

Optimize your budget with strategic plans based on real-world results. Know what you need to do to build and maintain a thriving practice.

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Anchor your name to the services you offer within your community to become the premier provider in your market.

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Omni-Channel Marketing

Manage the patient experience at every touch point to ensure a high-quality experience each and every time.

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Tracking & Analytics

It is important to know what’s working, and what isn’t. Track everything from your patient count to which marketing channels are producing a return on investment.

Omni-Channel Marketing

Medical marketing isn’t just about putting your name in a magazine or sending a physician/community liaison out to referring offices. It’s about positioning yourself as the premier provider in your market and making sure that no matter where patients find you, you’re in control of the experience with your brand.

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Consider these questions about your digital marketing:

  • Is your website up to date and easy to use?
  • Can patients easily find information?
  • Can they easily find clinic forms?
  • Can they find your office location and contact information on each page?  
  • Do you have up-to-date photos and video?
  • What kind of imagery are you using on your website?
  • Do you have enough content on your website, and does it say the right things about your practice?
  • How does your website perform on mobile devices?
  • How does your website perform on different web browsers?

Consider these questions regarding your marketing:

  • Are your materials consistently branded with your practice?
  • Do you promote any other brands on your marketing materials?
  • Does your marketing speak to patients conversationally?
  • Do you have marketing materials for medical professionals separately than what you give to patients?
  • Are your marketing materials up to date with current information?

Consider these questions regarding your office:

  • How are they treated on the phone?
  • What is it like when they walk into your office?
  • Is your waiting area clean?
  • What kind of marketing is happening in your office, and who are you promoting?
  • Do you have music? Is it the right volume, and what about the selection?
  • If you have a TV, are you airing live television with commercials?
  • How does your office smell?
  • Are your bathrooms clean?
  • Does your team wear clean uniforms with name tags?
  • What do your exam rooms look like?
  • What is the experience like for your patients when they check out?
  • What type of materials might your patients take home with them?
  • Do you send out any follow-up materials either physical or digital?

These questions will give you a good idea of well you are, or are not, managing your marketing. Remember that your patients will see your marketing long before you will ever see them in person. It’s your job to manage all channels of marketing and control the experience.

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Medical Copywriting

Content development is the singular biggest struggle for medical practices when looking for help from a marketing agency.

When you can’t find good content writers, you tend to try and write the content yourself. While some doctors, and their team, write content very well, very few write well for marketing purposes. The trick is to strike a balance between properly writing about your area of medicine while keeping it focused on the layman, not your colleagues.

The online landscape is getting more and more competitive, and you can’t just get by with content. You must have exceptional content that provides your patients with exceptional user experience. 

Want help writing high-quality medical content? Our team of copywriters has the first-hand experience in healthcare organizations, and they know how to write content the properly represents your practice while effectively marketing to your patients.

Medical Digital Marketing

Managing your online presence can be very complicated, but you must know how to manage your digital marketing as well as any other department within your practice. Your patients expect to find you online, and they will find you one way or another.

Consider these areas:

  • Web Design & Development
  • Medical Copywriting
  • Search Engine Optimization (SEO)
  • Online Reputation Management
  • Social Media Management
  • Pay-Per-Click Advertising (PPC)
  • Email Marketing
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Internal Marketing

Your office provides valuable real estate, and you should carefully manage how that space is utilized. Ideally, you should not promote any third party in your practice. Although it may be tempting to use ‘free’ marketing materials, you only risk losing the trust of your patients who may perceive that you’re being paid by an outside entity.

You can create your own marketing materials within a reasonable budget, By doing so, you will position yourself as the expert on all topics related to your practice. This builds trust, and it also makes you look more professional. 

Consider these areas within your practice:

  • Waiting Room
  • Exam Rooms
  • Front Desk
  • Hallways
  • Exam Rooms
  • Bathrooms

Anywhere a patient may go within your practice should be properly managed to educate your patients as to how you can help them.

Keep in mind: Patients will come to see you for one reason or another, but they often want to know other ways in which you may help them. This presents a great opportunity for you to educate them about their health while promoting yourself as an expert.


Design work in medical marketing tends to get neglected. It is important to understand your brand and how you want patients to see you.

Consider these questions when analyzing your marketing materials:

  • What types of people are you using in your designs?
  • What type of font is being used?
  • Are your colors consistent?
  • What types of people are you using in your designs?
  • Is your content consistent in style and voice?

Marketing Asset Management

Your marketing assets are extremely valuable, yet most practice owners do not have access to most of their marketing materials.

If you’re wondering whether or not you truly own your own marketing materials, consider these questions:

  • Do you have the design files for your designs or just copies?
  • Do you own all of your digital marketing accounts, or are they set up in someone else’s name?
  • If you want to fire your marketing agency, can you shut them out entirely without their help?
  • Do you own the copyright to your own photography or videos?
  • Do you have to pay someone for further edits or access to your own video files?
  • What happens if you fire your current marketing team? Do they release all work created for you, or do they keep all source files?

Take our quiz: Who owns your marketing?

Do you want to help organizing and claiming your marketing materials? Our team will help you claim all of your assets and organize them in a way that will ensure you will never have to search for them again. Contact us for a free consultation!

ROI Tracking

Tracking results is complicated, but it must be done. The question is how do you track results?

The reality is that you will never be able to track your return-on-investment (ROI) down the penny. But you can track various things within your practice and draw rational conclusions.

First, make sure that you are tracking everything possible online. You should have everything from Google Analytics to all of your social media accounts set up in your own name. 

Most agencies do not set accounts up in your name. Not sure if you own your own accounts?

Take our quiz: Who Owns Your Marketing?

Once you’re certain you own all of your own marketing assets, you need to learn how to understand the data. This can be challenging if you don’t know where to begin, but there are some resources available to you to learn what you need to know. Check out our blog, 7 Focus Areas for Your Medical SEO to better understand how to manage your digital marketing.

Along with measuring your online performance, you need to track the activity within your practice. We recommend creating a custom Key Performance Indicator (KPI) tracking system to really hone in on what matters most in your practice. 

For example, beyond your P&L, you want to understand certain things, such as:

  • How many new patients are you seeing?
  • How many follow-up patients are you seeing?
  • What is happening when the patients are in your offices?
  • Are you getting the patients you want?
  • What is your average revenue per patient?
  • How well are you managing your schedules?
  • How do your providers stack up against one another?

How do your providers stack up against one another?

Look at your phone records, and record calls if possible. For one, you want to understand the volume that’s coming in your practice, but you also want to know what’s happening with the calls you get. 

Consider these questions about your phones:

  • Do you see an increase in call volume to go with your marketing efforts?
  • How quickly are calls answered?
  • How long do the calls last?
  • What is your drop off rate?
  • How well are voicemails being handled?

In the end, you cannot measure your ROI down to the penny. But you can draw rational conclusions of how your marketing is performing by measuring several areas within your practice. It is not easy, but there is an effective way to get it done.

Do you want to see a full case study on how we’ve helped medical practices grow? Contact us to schedule a time to walk you through the entire blueprint on how you can transform your practice and improve the overall quality of life for you and your patients.

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