Family Medical Clinic
A mid-sized family medical clinic in Kansas City with 3 physicians, 2 nurse practitioners, and a staff of 15. They’ve been serving the community for 20+ years. Their patient base is loyal, but they noticed a slowdown in new patient appointments over the last 18 months.
Problem
Declining New Patient Flow
Word-of-mouth referrals used to be enough, but now competition has increased (urgent care centers, telemedicine options, new clinics in the area).
They haven’t run a consistent ad campaign in over 2 years.
DIY Marketing Fatigue
A staff member in admin was running their Facebook page “on the side,” but posts were inconsistent and mostly just holiday greetings.
They tried Google Ads briefly but turned them off because the calls weren’t converting (keywords weren’t dialed in).
Email: Untapped Potential
They have a list of 3,000+ patient emails from their EHR system.
Currently only used for automated appointment reminders — no newsletters, no retention campaigns, no wellness education, no reactivation efforts.
Patients who haven’t visited in 18–24 months have just gone silent.
No Referral System
Patients often say “I told my neighbor about you” — but there’s no structured referral program. Lost opportunity to formalize and multiply referrals.
Competition Winning Online
A competing clinic down the road is running consistent Google Ads and appears first in search for “family doctor near me.”
Another competitor runs Facebook ads for flu shots and annual physicals — this clinic hasn’t promoted either.
Owner Frustration
The lead physician has been burned by a marketing agency before — they spent $2,500/month on an agency that only sent generic social posts and didn’t show ROI.
They’re skeptical but also know they need to modernize if they want to grow.
Solution
Consistent & Seasonal Ad Campaigns
I would do at least 2-3 different digital ad campaigns on Google, Facebook, and Instagram.
The budget for these would depend on how aggressive the clinic wanted to be. My recommendations are:
Minimum: $500–$1,000/month
Healthy: $1,500–$3,000/month
Aggressive: $3,000–$5,000/month
One would be a general promotion (that should almost always be running) targeted towards the audience of parents.
The message would change over time to not have stale ads and keep things fresh and top of mind
The other would be targeted to those who have elderly parents.
The message would change over time to not have stale ads and keep things fresh and top of mind
Lastly there would be a promotional ad to general public 25+ which would cover the latest clinic promotion to get patients
Consistent Email Content
Great email list already procured of solid patients (past, present or interested) that can be nurtured
Regular emails of topics like…
Preventative care education
Chronic condition awareness/support
Seasonal illnesses & check ups
Community connection & events
Clinic updates
Promotional emails for gaining appointments
All emails will have a CTA of scheduling an appointment or interacting with the clinic in some way
Monthly Meeting
In depth reporting with deep dive on solutions & improvements
SEO
This isn’t my expertise area, but I can make recommendations to improve SEO, including…
Blogs on clinic website
Using more of the most common keywords on your website
Making sure your website DNS settings are all correct
Drive more traffic to your website
Referral System
This also isn’t something I would set up directly, but I would encourage it and use digital ads, sms and email to promote the referral system.
