9 ways to refine your medical practice marketing strategy in 2025

Running a successful medical practice in 2025 requires more than just quality patient care — it also demands strategic marketing. Most practices have at least basic marketing efforts in place. But evolving patient expectations mean you need to refine a medical practice marketing strategy that addresses those expectations and helps you stand out.

This guide will explore 9 proven ways to elevate your medical practice marketing, helping you attract your ideal patients and maintain a full calendar. Whether you want to learn what matters to your patients, implement better tracking, or optimize your marketing spend, these actionable strategies will help your practice thrive.

A medical practice marketing strategy is a comprehensive plan that guides how healthcare practices promote their services, attract new patients, and build patient relationships that last.

An effective medical practice marketing plan includes several key components. A plan sets clear, measurable marketing goals, aligned with growth targets. It outlines detailed patient personas and target audience segments, and the specific tactics it will use to reach them. It covers implementation timelines and resource allocation, including budget and the needed target return on investment (ROI). Finally, it includes patient engagement and retention initiatives. 

The objective of a marketing strategy extends beyond just acquiring new patients. It should drive sustainable practice growth by optimizing patient acquisition costs, increasing referrals, and creating predictable revenue streams while maintaining high patient satisfaction.

Marketing has evolved beyond a basic medical practice website and a few local print ads. Today’s patients are digital in their healthcare decisions, with Tebra’s 4th annual Patient Perspectives report finding that 3 in 4 people head online to find medical care.

While traditional tactics still have a place, increased competition and rising patient expectations mean that providers need sophisticated strategies to acquire new patients and build a reputation. This is especially true with the growing consumerization of healthcare.

Practices that continually refine a medical practice marketing strategy will be better able to meet patients where they are in their healthcare journey, stand out from the competition, and optimize their ROI.

When aiming to refine a medical practice marketing strategy, it’s important to focus on the areas that will drive the biggest impact for your practice. While every practice’s approach to marketing will be a little unique, successful strategies typically share 3 components:

Below, we’ll explore these core areas and share some actionable ways to level up your marketing strategy for 2025. Each component builds on the others to create a comprehensive approach that drives practice growth.

Most practices already collect valuable data through patient acquisition metrics and marketing campaign results.

When properly analyzed, this information becomes the foundation for data-driven marketing decisions that accelerate practice growth.

Your existing marketing and practice growth data contains rich insights about your current and potential patients. By analyzing the right metrics, you can develop a deeper understanding of patient preferences and behavior patterns. 

For example, website analytics can show you which services and features potential patients review before booking. Email engagement metrics can reveal which educational content resonates with your audience. Online scheduling data can show you patient convenience preferences. And past campaign performance metrics can indicate which messages lead to the strongest positive response.

Insights from these and other data sets can help you refine a medical practice marketing strategy to align with patient priorities. For instance, if your analytics show high engagement with online appointment scheduling information, highlighting your digital appointment booking capabilities in marketing materials could impact patient acquisition.

Effective benchmarking gives your practice a clear sense of current performance. This foundation enables you to set realistic patient acquisition and growth goals. 

While booked appointments are crucial, a comprehensive benchmarking strategy should track multiple performance indicators. Your metrics should span the entire patient journey, from website engagement to conversion rates, lead generation, and patient acquisition costs.

Understanding your lead conversion funnel is particularly valuable. By tracking how effectively leads convert to patients, you can set targeted goals for lead generation. These lead targets should align naturally with your overall growth objectives.

Historical data is also important in goal-setting. A deep understanding of your marketing channel mix so helps you establish achievable targets for each channel. You can quickly identify underperforming areas and optimize how you allocate the budget based on proven ROI. This data-driven approach ensures your marketing investments directly support practice growth. 

Data matters when it comes to marketing success. However, the real value comes from having the right analytics readily accessible.

Modern practices need automated dashboards that seamlessly integrate data from patient portals and marketing platforms. Easy access to these insights helps you to quickly identify growth opportunities. It also enables fast course-correction when initiatives don’t meet their targets.

Automated reporting eliminates the administrative burden of manual data collection. This gives your team more time to focus on what matters most: delivering an exceptional patient experience.

Remember: always ensure your analytics setup complies with HIPAA and other healthcare regulations about patient data use in marketing. Your dashboards should maintain patient privacy while providing actionable marketing insights.

Traditional marketing channels like TV and billboards are still valuable, but often require significant investment and lead time. Digital advertising offers a more agile approach to reaching potential patients. With the average American now spending 7 hours and 3 minutes on the internet each day according to DataReportal, strategic digital advertising is essential for practice growth.

Search ads and targeted digital campaigns provide valuable opportunities to connect with people actively seeking healthcare services in your area. Refine a medical practice marketing strategy to help your practice achieve growth goals efficiently and measure results in real time.

While brand awareness matters, your marketing budget should prioritize initiatives that directly drive patient acquisition. Smart practices balance recognition-building with targeted campaigns that generate appointments and revenue.

To optimize your ads for patient booking:

The key is maintaining consistent messaging that guides potential patients from initial interest to scheduling their first appointment.

Remarketing lets your practice reconnect with people who have already shown interest — whether they visited your website, engaged with your content, or haven’t scheduled care in some time. This targeted approach typically delivers better results at a lower cost than broad-reach advertising.

The cost advantage is significant. For example, standard search ads might cost $4–$5 per click, remarking ads might cost under $1 per click. Rates may vary by several factors, including the competitiveness of the targeted keywords. But remarketing consistently offers better value for your marketing budget. 

However, success is about more than cost savings. Good remarketing requires you to define the target audience in advance, tailor messaging to their specific needs and concerns, and strategize timing to reach potential patients when they’re likely to actually schedule. Like other practice marketing efforts, it also requires compliance with healthcare regulations.

Patient experience continues to be a decisive factor when patients choose healthcare providers. This means that your marketing should highlight the specific conveniences and benefits your practice offers.

To identify which features matter most to potential patients, focus on two key sources.

First, leverage your practice data. Review your top-performing ads and patient feedback to understand what draws patients to your practice.

Second, explore industry research. For example, Tebra discovered that 67.3% of patients want text messaging options, while 37% want a patient portal with online scheduling. Use these insights to emphasize the features patients value most in your marketing materials.

When your ads highlight conveniences like digital communication and easy scheduling, they are more likely to resonate.

While digital ads can drive quick results, sustainable practice growth requires a balanced marketing approach. Some of your most valuable marketing investments may take time to show returns.

To refine a medical practice marketing strategy, blend immediately impactful tactics with those that build value over time. Practices often abandon marketing strategies that don’t create quick ROI, but many marketing tactics are actually long-term investments. The key is to set realistic expectations for different marketing channels and to measure your success accordingly.

Here are some effective long-term channels and strategies to complement your quick win initiatives above.

Google remains the primary platform where patients research providers and read reviews. While search engine optimization (SEO) takes patience, strong local search visibility is crucial for sustained practice growth.

Currently, SEO success depends on creating genuine value for patients. Your content should answer real questions that your potential patients are asking online. This means going beyond basic service descriptions to provide truly helpful information.

Strategic SEO means reviewing all your digital content. Build detailed service pages that highlight your specific capabilities. Focus on developing educational resources that showcase your expertise. And — perhaps most importantly — make sure your practice information is consistent across all platforms.

Remember that content needs you to share it. Send your insights through email newsletters. Engage on social media, using standalone posts as well as links back to your practice website. Contribute to respected publications that can drive backlinks and improve the authority of the practice’s website. Finally, regularly update your content strategy to help ensure your practice stays visible to potential patients.

Social media has evolved beyond personal connections. Patients use these platforms to research health topics, read provider reviews, and find new healthcare providers. Yet many medical practices aren't taking advantage of this opportunity.

The potential for growth is significant. While only 18% of patients currently follow their provider on social media, 45% would do so if their provider posted regularly, according to Tebra’s Patient Perspectives report.

Your social media strategy can take multiple approaches. For instance, position your practitioners as trusted experts by sharing educational content and health insights. Or showcase your practice culture and services to help potential patients envision their experience. Share practical office hour updates, promote new services, and offer seasonal health reminders.

The key is maintaining consistent, professional engagement that adds value for current and potential patients. Focus on creating content that educates, informs, or solves common patient concerns.

Practices often forget to leverage one of their biggest marketing assets: existing patients. Their first-hand experiences provide authentic social proof for your practice that resonates with potential new patients.

To start, make it easy for satisfied patients to share their experience and build a library of positive feedback. According to Tebra’s research, 46% of patients choose healthcare organizations or providers based on online reviews. Fortunately, nearly half (48%) of patients have posted provider reviews online.

Build a consistent flow of patient feedback by automating review requests in your follow-up communications. Simple prompts in post-appointment emails and SMS text messages can encourage patients to share their experiences.

Patient referral programs are another valuable growth channel. People trust recommendations from friends and family (and influencers); 69% of respondents are likely to trust a friend, family member, or influencer recommendation over direct marketing, according to Matter Communications. A well-structured referral program turns satisfied patients into practice ambassadors.

Every practice needs a unique marketing approach based on their goals, specialties, and patient community. The key is identifying and investing in strategies that align with your practice vision.

By implementing the above proven tactics, you can attract your ideal patients, optimize your marketing spend, and build sustainable practice growth.

Need more strategies for growing your medical practice? Read Tebra’s guide to attracting new patients to your medical practice.

Editor's note: This article was updated in November 2024 to reflect the most recent data.