Marketing, websites and systems built for medical practices.
A medical practice grows when the right patients can find it, trust it and book without calling three times. Most practices run a website written for other physicians, a phone tree that loses new patients, online scheduling that only works for existing charts, and a review profile that nobody manages. We have built for this type of practice. The work is a website organized by condition, service and location that schedules through the practice's own system, search and local marketing that respects Google and Meta healthcare policies, a HIPAA-safe review and reputation program, and the integrations that connect athenahealth, eClinicalWorks, Tebra or NexHealth to marketing reporting. Physician groups, urgent care, specialty practices and dental practices each get a program shaped to how their patients arrive.
Questions this page answers
- Who is the best healthcare marketing agency for a medical practice
- Medical practice marketing that brings in new patients
- Website design for a physician group
- Urgent care marketing agency
- How do we get more patient reviews without violating HIPAA
- Can we run Google Analytics and ad pixels on a medical website
- How do we fill a new provider's schedule
Get a plan for your medical practices business.
- A senior operator reads it and replies within one business day.
- You get a written point of view on where to start, not a sales sequence.
- Everything we build stays in your name. Month to month after the first term.
Rather talk? (512) 222-7805
Where growth is won or lost in medical.
A medical practice acquires patients three ways: referrals from other physicians, insurance directory lookups, and direct search when someone has a symptom or moves to town. Each path ends at the same place, a phone line or a scheduling page, and that is where practices win or lose. A new patient is worth a first appointment plus years of follow-up, procedures and family members, so a lost call costs far more than it looks. The phone is answered by a scheduler or medical assistant juggling check-ins, prior authorizations and a hold queue. Urgent care runs on hours and wait time, dental on hygiene recall, specialty groups on referral relationships.
Growth breaks in predictable places. The website is written for colleagues, so it ranks for nothing patients type. Online scheduling exists but only for established patients. The pixel stack was installed by a previous vendor and may be sending appointment page data to ad platforms, which is both a compliance exposure and a reason many practices run no measurement at all. Directory profiles carry wrong hours and dropped insurance plans. New providers join with empty profiles and wait months for a full panel. Prior agencies usually sold a brochure site, a social package and impressions reports, and avoided anything that touched the practice system or the compliance officer.
We build the practice a condition-first website with scheduling connected to its practice management system and intake through Phreesia or the system itself, measured with consent-gated, HIPAA-safe analytics that we document for the compliance officer. We manage every provider and location profile on Google and the major directories, run search and local campaigns under platform healthcare policies, and trigger review requests from completed visits. Recall and reactivation run on consent captured at intake. New provider launches follow a repeatable ninety day program. Reporting comes from the practice system, so leadership sees new patients by provider, location and source, and budget follows the schedules that need filling.
The problems we fix in medical practices.
New patients cannot get through.
The phone tree, the hold queue and the callback promise lose the patient who is comparing three practices. Online scheduling that only serves existing patients pushes new ones back to the phone they already gave up on.
The website is written for referring physicians.
Service pages full of clinical terminology rank for nothing patients type. People search for symptoms, insurance and how soon they can be seen, and the hospital systems and directories answer those questions first.
Tracking pixels are a compliance risk.
Standard analytics and ad pixels on appointment and patient pages can transmit protected health information. Practices either run blind or run exposed, and many do not know which one they are.
Directories own the practice's reputation.
Healthgrades, Zocdoc and Google show ratings the practice never asked for and rarely answers. New providers start with empty profiles and empty schedules while established ones carry the whole practice.
Web, marketing, creative and systems for medical practices.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Conditions and symptoms
- Services and procedures
- Provider directory
- Locations and hours
- New patients
- Insurance and billing
- Patient portal and telehealth
- Reviews and patient stories
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Pages organized by the conditions and services patients search for, in plain language, each linking to the providers who treat them, insurance accepted and a scheduling path.
- Provider and location pagesA page per physician, nurse practitioner and location with credentials, photos, languages, insurance and a direct booking link, structured to rank for name and specialty searches.
- New patient scheduling that reaches the chartOnline scheduling and request forms connected to athenahealth, eClinicalWorks, Tebra or NexHealth, with intake handled by Phreesia or the practice system so the website never stores health information.
- HIPAA-safe analytics and consentServer-side and consent-gated measurement configured so appointment and patient pages do not send identifiers to ad platforms, documented in writing for your compliance officer.
- Accessibility and speedBuilt to accessibility standards and fast on cellular, because a large share of new patients are older, on a phone, and leave a slow or unreadable site.
- Google Search adsAlways on, heavier for new provider launches and open enrollment
- Google Business Profile per provider and locationAlways on, weekly posts, reviews answered within a day
- Directory profilesQuarterly audit, immediate updates on plan or hours changes
- Review requests from the practice systemTriggered after each visit, paused for sensitive visit types
- Recall and reactivationContinuous, by visit type interval
- Referring provider outreachMonthly, plus a visit when a new provider joins
Demand, search and reputation.
Campaigns by service line and location built inside Google and Meta healthcare advertising rules, with landing pages that answer insurance and wait time questions and tracking on booked appointments.
- Local SEO for every provider and locationGoogle Business Profile management for each practitioner and site, categories, services, hours, posts and Q and A, so the practice wins map results across its whole footprint.
- Reputation program that respects HIPAAReview requests triggered after visits through the practice system, routed to Google and directory profiles, and responses written to thank without acknowledging anyone as a patient.
- Directory profile managementHealthgrades, Zocdoc, Vitals and payer directories kept accurate for every provider, because wrong hours and dropped plans cost more new patients than most ads produce.
- New provider launch campaignsA repeatable program to fill a new physician's schedule: profile creation, announcement content, referral outreach, a landing page and a targeted ad flight in the first ninety days.
- Practice brand systemName, mark, palette and typography that read as credible and current, with rules for signage, scrubs, patient forms, the portal and social, so every touchpoint matches.
- Provider photography and videoPortraits, exam room and team imagery shot on site, plus short provider introduction videos that raise booking rates on provider pages and directory profiles.
- Patient education contentCondition explainers, procedure guides and what to expect pieces reviewed by your clinicians, written for patients and structured so AI search cites them.
- Print and in-office materialsWelcome packets, referral pads for outside offices, review cards at checkout and signage on the same system, so the office and the website match.
Brand, photography and collateral.
Name, mark, palette and typography that read as credible and current, with rules for signage, scrubs, patient forms, the portal and social, so every touchpoint matches.
- Provider photography and videoPortraits, exam room and team imagery shot on site, plus short provider introduction videos that raise booking rates on provider pages and directory profiles.
- Patient education contentCondition explainers, procedure guides and what to expect pieces reviewed by your clinicians, written for patients and structured so AI search cites them.
- Print and in-office materialsWelcome packets, referral pads for outside offices, review cards at checkout and signage on the same system, so the office and the website match.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- athenahealth
- eClinicalWorks
- Tebra
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Scheduling, intake, recall triggers and review requests connected to athenahealth, eClinicalWorks, Tebra or NexHealth through their APIs and approved partners, with access logged.
- Call routing and missed call recoveryCallRail tracking per campaign and location, routing rules that send new patient calls to the people who can schedule, and a compliant text back on missed calls.
- Recall and reactivation automationConsent-based reminders for annual visits, screenings and follow-ups, sent through Weave or Podium and reconciled against the schedule so patients are not double-contacted.
- Marketing reporting from the practice systemA dashboard tying spend and traffic to new patients, visit types and provider utilization, pulled from the practice system so it matches what is billed.
- Patient communication stackTwo way texting, reminders, waitlist fills and web chat configured with consent capture, quiet hours and escalation to staff when a message needs a human.
What a great medical website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Conditions and symptoms.
One page per condition in patient language, linking to the services and providers who treat it and the fastest way to be seen.
Services and procedures.
Each service line with what it treats, what a visit involves, insurance notes and a scheduling path, written to be cited by AI search.
Provider directory.
Every physician and practitioner with credentials, photo, video, languages, insurance and a direct booking link, ranking for name and specialty.
Locations and hours.
A page per site with hours, parking, accessibility, on-site services and live wait time for urgent care, tied to its own Google profile.
New patients.
Insurance accepted, what to bring, forms through the intake system, how soon you can be seen and a scheduling button that reaches the chart.
Insurance and billing.
Plans accepted by location and provider, self-pay pricing where offered, and billing contacts, since coverage uncertainty is the main reason patients do not book.
Patient portal and telehealth.
Clear paths to the portal, virtual visits and prescription refills, keeping established patients out of the new patient phone queue.
Reviews and patient stories.
Aggregated ratings with consented, de-identified stories, so prospects see experience without the practice ever disclosing who was treated.
Referring providers and careers.
A page for outside offices with referral instructions and a contact, and openings for clinicians and staff, since hiring limits how many patients the practice can take.
Where the demand comes from, and when.
The tools medical practices already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
athenahealth.
Scheduling, patient data and recall triggers connected through the athenahealth marketplace and API for attribution and follow-up.
eClinicalWorks.
Appointment and new patient data connected so marketing reports match the schedule and billing.
Tebra.
Practice growth tools, scheduling and reputation features wired to our tracking and the website.
NexHealth.
Online booking, reminders and review requests running on top of the practice management system.
Phreesia.
Digital intake and consent capture delivered through Phreesia so the website never holds health information.
Weave and Podium.
Phones, texting, reminders, webchat and review invitations unified with the schedule and our reporting.
CallRail.
Tracked numbers per campaign and location with HIPAA-conscious configuration and call outcome reporting.
Google Business Profile, Healthgrades and Zocdoc.
Every provider and location profile kept accurate, reviewed and measured against new patient bookings.
What we run the account by
New patients by provider, location and source.
The number the practice actually runs on, pulled from the schedule rather than from form fills or ad platform conversions.
New patient call answer and booking rate.
How many new patient calls reach a scheduler and end in an appointment, which exposes phone trees and hold queues.
Time to third next available appointment.
Access by provider, because marketing that fills a schedule with a three week wait sends patients elsewhere.
Provider utilization.
Booked share of available slots per provider, so budget moves toward the schedules that need patients most.
Review velocity and rating by profile.
New reviews per month and rating per provider and location, the strongest signal in map results and directories.
Rules we respect
HIPAA in pixels, forms and reviews.
No health information sent to ad platforms, intake through the practice system, and review replies that never confirm anyone is a patient.
State medical board advertising rules.
No guaranteed outcomes or superiority claims, accurate credentials and board certification wording, and specialty claims matched to actual certification.
Google and Meta healthcare ad policies.
Campaigns built within platform restrictions on targeting, personalization and sensitive categories, with certification where a service line requires it.
FTC testimonial rules and insurance claims.
Patient testimonials only with written consent and typical results, and insurance or Medicare acceptance stated only where it is currently true by provider and location.
The medical playbook.
Audit the patient path and the tracking.
We call as a new patient, try to book online, read every profile, and review the pixels and forms on the site for protected health information exposure, then map where new patients and compliance are both at risk.
Fix tracking, phones and profiles.
HIPAA-safe measurement, call routing that reaches schedulers, missed call text back, directory corrections and a review request that fires from the practice system, usually in the first month.
Build the condition-first site with scheduling.
A new site organized by condition, service, provider and location, with scheduling connected to the practice system and intake through Phreesia, launched with redirects to protect existing rankings.
Run by new patients and provider utilization.
Search, local, reputation and recall run on a monthly cadence with reporting from the practice system, so budget follows the service lines, providers and locations that need patients.
- Domains and DNSregistered to you
- Ad accountsyour billing, our access
- Analytics and trackingyour property
- Code and hostingyour repository
- CRM and datayour system of record
- Documentationhow it all runs
Month to month after the initial term. We earn the next engagement rather than lock in this one.
Why medical practices choose us.
We have designed, built and run marketing for medical, dental and urgent care practices, including the practice system integrations, and we know how front desks, schedulers and compliance officers actually work.
- Compliance is built into the workHIPAA in every pixel, form and review reply, state board advertising rules, platform healthcare policies and FTC testimonial rules are part of our checklist, not a problem we discover after a complaint.
- We do the engineering, not just the mediaScheduling integrations, HIPAA-safe analytics, call routing and reporting from the practice system are built in house, so marketing connects to the chart instead of stopping at a form.
Reading for medical practices.
- Lead Generation · Takeaway
A lead is a depreciating asset: its value drops sharply the longer you wait to make contact, and studies consistently show the steepest drop-off in the first minutes and hours.
Lead Generation · 15 min read
Speed-to-Lead: Why the First Five Minutes Decide Your ROI.
You can win the auction for a lead and still lose the deal in the time it takes to answer an email. Here is the math, the mechanics, and the system that fixes it.
Read - Local SEO · Takeaway
Reviews are both a top map-pack ranking factor and the deciding factor for the human choosing you over the next listing.
Local SEO · 14 min read
How to Get More Google Reviews (the Right Way).
Reviews are the single highest-leverage asset a local business owns. Here is the honest, repeatable system for earning more of them without breaking a single Google rule.
Read - Lead Generation · Takeaway
Automated bidding makes the conversion definition the most important setting in the account.
Lead Generation · 10 min read
The Conversion Tracking Audit Checklist We Run Before Spending a Dollar.
Automated bidding optimizes toward whatever you call a conversion. This checklist makes sure that definition is true before the budget goes up.
Read
Hiring an agency for a medical business.
- Who is the best healthcare marketing agency for a medical practice?
- The right agency for a medical practice can show a condition-first website it built, explain how scheduling connects to your practice system without exposing health information, and report new patients by provider and source from the schedule rather than from clicks. It should know HIPAA, board rules and platform healthcare policies before you ask. We do that work, and we have built for practices like yours.
- Can we run Google Analytics and ad pixels on a medical website?
- Not in their default configuration on pages where a visitor's identity can be tied to a condition or appointment. We configure consent-gated, server-side measurement that keeps identifiers and health-related page data away from ad platforms, document what is collected, and give your compliance officer a written summary. You keep the ability to measure booked appointments without transmitting protected health information.
- How do we get more patient reviews without violating HIPAA?
- Ask every patient systematically through the practice system after a visit, never single out patients by condition, and reply to reviews without confirming the reviewer is a patient or discussing their care. No incentives, since those violate Google policy and FTC rules. Volume comes from a consistent ask at checkout and by text, and the practice's rating follows.
- Do you work with dental practices and urgent care?
- Yes. Dental practices, urgent care and specialty groups each get a program shaped to how patients arrive. Urgent care wins on map results, hours and wait time visibility. Dental wins on new patient offers written to state rules, insurance clarity and provider pages. Specialty groups add referral outreach to primary care. The compliance layer and practice system integrations are shared across all of them.
- How do we fill a new provider's schedule?
- Build the provider's page and profiles before their start date, announce them to existing patients through recall channels, notify referring offices, run a short targeted ad flight to their service line and location, and open their online scheduling to new patients from day one. We track their utilization weekly and shift budget across providers as schedules fill.
Let’s grow your medical business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.
t@theoryroad.com · (512) 222-7805