Clinic marketing questions, answered one at a time
Each page answers one question owners ask, in plain words, for independent physio, chiro, dental, optometry and massage clinics in Canada and the US. Rules vary by province and state, and nothing here is legal advice.
Choosing an agency
- How much do clinic marketing agencies cost? It depends on the model and scope: retainer, project, template plan or per lead, with ad spend paid separately.
- Should a clinic hire an agency or keep marketing in-house? It depends on how much work you have. Keep patient-facing tasks in house and hand technical work to specialists.
- Do clinic marketing agencies require long contracts? Some do. Ask for a fixed first project, then month to month, and read the exit clauses.
- Who owns my clinic website and accounts when an agency builds them? It should be you. Check the domain, site, Google profile and ad accounts yourself.
- What are the red flags when hiring a clinic marketing agency? Guaranteed results, vague scope, unclear ownership, pressure to sign and reports with no patients in them.
- How long does clinic marketing take to work? Booking fixes can show in weeks, ads in weeks, search and map rankings in months. Nobody can give a date.
Google profile and local search
- Why is my clinic not showing up in Google Maps? Check verification, suspension, category, address and distance, in that order.
- Can a clinic have more than one Google Business Profile? One per physical location, not one per service or practitioner at the same address.
- Can I change my clinic name or category on Google? Yes, but use your real signage name and a true category, with no added keywords.
- What are the rules for asking patients for Google reviews? You can ask, but not reward, filter or pressure. Your regulator may add rules.
- Why was my clinic’s Google profile suspended? Usually a guideline problem such as name extras, an ineligible address or duplicates. Read the notice, fix it and appeal.
- Should each practitioner have their own Google listing? Sometimes. It is allowed for qualifying public-facing practitioners, but it adds work and risk.
Websites
- Does my clinic need a new website? Not always. Fixes often beat a rebuild, unless the site can’t be edited or fails on phones.
- WordPress, Squarespace or Wix for a clinic website? All three can work. Choose by who will maintain it and how much control you need.
- What should a clinic homepage include? What you treat, where you are, a Book online button, a phone number, proof and a path to each service.
- Do I need a page for each condition I treat? For the conditions you want patients for, yes, if each page is genuinely useful.
- How fast should a clinic website load? Quick on a phone, with main content visible in a couple of seconds. Test, then fix images and extras.
- Is my clinic website accessible? The basics Check contrast, alt text, headings, keyboard use and forms. Legal duties vary by province and state.
Booking and the front desk
- How do I add online booking to my clinic website? Use your booking software’s link, place a clear button high on every page and test it on a phone.
- How do I link Jane or Cliniko booking to my website? Copy the public link from your booking settings and add it to your site and Google profile.
- Why don’t patients book online at my clinic? Usually the button is hidden or the booking page is confusing. Find the drop-off and fix it.
- How do I stop missing calls at my clinic? Find when calls are missed, add backup coverage and a callback routine, and offer online booking.
- How do I reduce no-shows at my clinic? Send reminders people can act on, make rescheduling easy and state your policy clearly.
- Should a clinic use online intake forms? Often yes, using your clinic software’s own tool and a short form. Privacy law varies.
Not sure where your clinic stands? We’ll look at it the way a new patient does and send a short written report. No pitch.
Ads, email and tracking
- What are the Google Ads rules for health clinics? Google limits health targeting, audience lists and claims. Your regulator’s rules apply too.
- Do Facebook ads work for clinics? For some goals, such as offers and new locations. They reach people who weren’t searching.
- Do I need consent to email patients? CASL and CAN-SPAM In Canada, generally yes before marketing email. In the US, CAN-SPAM requires an honest opt-out.
- How do I measure booked first visits from marketing? Count first visits in your booking software and record the source using patient answers, tagged links and tracked numbers.
- How does call tracking work for a clinic? Separate forwarding numbers show which marketing produces calls, without patient information.
- What should a monthly clinic marketing report show? Booked first visits, calls, bookings, reviews, spend and what changed, in plain words.