As a healthcare marketer, I always wonder why we have different specialists for treating different diseases and the same marketing strategies for all doctors.
Makes sense?
I thought of it very deeply, and turned it into a unique blog that will help you develop the perfect strategy for your practice.
Some doctors prefer to run their solo clinics, whereas others prefer to set up a super speciality or multi-speciality hospital. When it boils down to marketing, strategies differ for both.
Why it matters: Customization builds trust. When patients see that your approach mirrors your practice’s size, it feels more genuine.
Doctors are united by profession and differentiated by the specialities they cover. Depending on their level of expertise, they tune their revenue model.Â
For example, a physician might be getting a regular flow of patients, but the ticket size is low. Maybe a few hundred for each consultation.Â
Whereas specialists like surgeons might get few patients who undergo surgery, but then the ticket size is big. So they make more money in a single case.
When we do healthcare marketing, we take note of this and accordingly build our strategy.Â
This strategy is purely based on how people search for your services. Here’s the breakdown:
They just Google “physician near me”, and if the reviews seem good, then they opt for that particular doctor.
References from the current patients also play an important role in driving leads to such practices.
You can highlight this by sharing testimonials on your website, making videos or going live on Facebook. If patients connect with you over these channels, then they know you, and the chances of conversion are higher.Â
Why it matters: Matching your approach to your revenue model ensures that you attract the right kind of patients.
Having said that, it does not mean that video will sound boring.Â
You can use your full creativity to convey your message. For example, consider the below video from a gynaecologist explaining what causes pregnancy.
Working with medical professionals for more than a decade, we know how much investment you need to make in infrastructure to make things really work for you. The cost of equipment is indeed very high.Â
If you’ve made significant investments in equipment or facilities, your marketing should reflect that commitment. It’s not just about being visible—it’s about justifying a substantial investment.
You know your equipment and its importance in treating the patients, but patients don’t know it. The patients might not know about the new technology; it is your duty to make them aware, and in turn drive more leads.
Why it matters: When patients understand the value behind your investments, they’re more likely to appreciate the care you provide.
When it comes to getting treated, there are two types of treatments – elective and essential. Depending on your specialisation niche, the marketing approach changes.Â
People generally don’t think much before deciding on essential procedures; if they are sure of their choice of the physician, then they go for it.Â
But when it comes to elective procedures, they wait and look for the testimonials, real results, and want to explore more before opting for it.Â
Here’s how you can do it.Â
Why it matters: Understanding patient intent can help you structure a communication flow that reduces hesitation and builds confidence.
How patients pay for care also guides how they choose providers. Insurance-based practices may benefit from a strategy focused on volume and trust, while cash-based practices might need to build a premium brand image.
Why it matters: When patients feel that the cost is justified by the quality of care, they are more confident in choosing your practice.
We have observed that certain specialties, such as colorectal surgery, psychiatry, or urology, can involve topics that patients feel embarrassed or sensitive about. This influences how they search for and engage with information.
Also, people might not be aware of the medical specialisation regarding their problem. In such cases, they simply Google the symptoms and try to find answers to them.Â
Why it matters: A respectful, understanding approach helps reduce the emotional barriers that can prevent patients from seeking care.
Recent trends in sensitive health searches show that patients are looking for privacy and empathy.
Some treatments, like LASIK, might be a one-time event, whereas conditions such as chronic illnesses or ongoing skin care require continuous engagement.
Why it matters: Tailoring your approach helps ensure that the marketing effort aligns with the expected patient journey and lifetime value.
Not all doctors feel comfortable in front of a camera or on social media. And that’s perfectly fine. Your comfort level should guide your digital presence.
Why it matters: Authenticity resonates. When you communicate in a way that feels natural, patients are more likely to connect with your message.
A bustling metro practice faces different challenges than one in a quieter tier-2 city. Local competition, language, and cultural nuances play a big role.
Why it matters: Knowing your local environment lets you meet patients where they are, both online and offline.
Before diving into any marketing strategy, take a moment to ask: What is the one goal that matters most for your practice? More surgeries? A stronger brand? Better patient retention?
Why it matters: A focused goal keeps your marketing efforts sharp and purposeful.
Understanding goal-oriented marketing (Forbes).
Every doctor and every practice is unique. By understanding your practice size, patient value, infrastructure, procedure type, payment model, sensitivity issues, visit frequency, digital comfort, and local environment, you can shape a marketing approach that truly fits you.
This isn’t about following the latest trend. It’s about building trust with your patients through genuine, tailored communication.
Feel free to take these ideas, adjust them, and make them your own. After all, the best strategy is one that respects your individuality as much as it respects your patients’ needs.
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