Why Every Healthcare Organization and Leader Needs a Brand—And How to Build It
Healthcare marketing strategies are no longer optional in the healthcare industry. If you’re a doctor, clinic owner, or executive and you haven’t noticed the shift, your potential patients definitely have.
Branding, content, and consistent marketing efforts aren't just nice to have. They're essential to staying competitive. Whether you're in healthcare organizations, medical practices, or running your own clinic, your ability to attract prospective patients and grow your patient base depends on having a strong online presence and a clear message.
If your patient acquisition strategy is all about ads and flyers, you are mssing an incredible opportunity. In this episode of the All Things LOCS podcast, Steve Crissien—producer of the Ed Mylett podcast and a digital marketing strategist—shared powerful insights about what healthcare and business leaders must start doing if they want to lead with impact in today’s noisy world.
Let’s explore how to build trust, grow visibility, and future-proof your healthcare services.
Branding Isn’t Optional Anymore for Healthcare Leaders
Healthcare marketing isn't just for big brands like Nike or Amazon anymore. Every healthcare practice and provider needs a recognizable and trustworthy identity online. Your Google Business Profile, website, and patient testimonials are your first impression.
Why your online presence is your first impression
Google your clinic. How many online reviews show up? Do your patient reviews inspire confidence or raise red flags? If you’ve been in business for over a decade and still don’t have a strong digital footprint, prospective patients may assume something is wrong—even if your care is exceptional.
“If you've been in business for 15 years and still have two Google reviews, something doesn't add up.” Don't think this is a big deal. Well, online reviews matter to patients. A Stanford study found that most (75%) of patients rely on reviews as the first step in finding a new doctor or healthcare provider.
Common mistakes private practices still make
Too many healthcare organizations rely on outdated websites, have no consistent branding, and aren’t active on social media. These missed opportunities directly impact patient acquisition efforts and trust from both new patients and current patients.
Why Doctors and Clinic Owners Must Be on Social Media
Even providers delivering excellent healthcare services can struggle with growth because they fear social media. The concern of online trolls or saying the wrong thing often holds back excellent voices from being heard.
The fear of trolls and how to overcome it
You don’t need to be an influencer. But staying silent means misinformation continues to dominate online health conversations. Social media is your platform to educate and build trust—on your terms.
Fighting misinformation with trusted voices
Especially post-COVID, public skepticism has grown. A study by GoodRx found that 87% of participants were concerned (19%) or strongly concerned (68%) about the spread of medical misinformation. The same study found that over 70% of people have been exposed to medical or health-related misinformation.
Your voice as a trained healthcare provider is needed more than ever to clarify facts, fight myths, and offer hope. If the only people speaking up are those that have incorrect information or no knowledge, misinformation wins and trust for healthcare will continue to decline.
Storytelling Is the Game-Changer in Healthcare Content
Posting on social media or launching a podcast won’t yield results if your content feels stiff or overly technical. The real growth happens when healthcare professionals learn how to connect through storytelling.
How to simplify complex medical information
Explaining atrial fibrillation? Avoid medical jargon. Break it down in a way your neighbor could understand.
“It’s not about dumbing it down. It’s about making it understandable. I didn’t go to med school—so why would I understand your medical vocabulary?”
Why storytelling builds trust (and audiences)
People remember stories—not textbook definitions. Providers who share real examples, patient journeys (with permission), and simple analogies build deeper relationships and grow loyal audiences. Think about how you talk to patients in the office. Is it very technical or do you explain it in layman's terms?
Consistency Beats Perfection—Every Time
Forget needing a podcast studio or a $2,000 mic. What matters most is that you show up consistently and communicate clearly.
Why repetition is a growth strategy
Repetition helps you improve, refine your voice, and understand what your target audience actually needs. Even A-list entertainers still practice in small venues to sharpen their skills.
“If you can’t deliver for five people, why should you be trusted with 5,000?”
Start small: How to launch content without a studio
Record videos from your phone. Use FAQs from patients as post topics. Publish once a week and stay committed for 90 days. Growth comes from showing up—not showing off.
Great Marketing Can’t Save a Broken Operation
Too often, healthcare practices spend money on ads without fixing their internal systems—and wonder why potential patients don’t stick around.
The problem with overspending on ads
You can’t out-market poor retention. It makes no sense to spend a ton of money on bringing new patients into your healthcare organization only for them to not come back when they need the services you provide. You are wasting your money and time.
If new patients come in but don’t return, no ad campaign will solve that. Focus on creating a great experience first.
Focus on patient retention before acquisition
Before pouring money into lead generation, ask:
Why aren’t patients returning?
Do we follow up after the first visit?
Are we collecting feedback and patient reviews?
Hiring a Marketing Expert? Leave the Ego Behind
Hiring a marketing professional can fast-track your growth, but only if you’re willing to let them do their job. They are the expert, not you. However, just like in medicine, you have some marketing professionals that are great and some that are not. Understanding how to identify the right one can be a gamechanger for your organization.
What to look for when hiring help
Rather than demanding niche-specific experience, look for:
Proven results
Clear communication
Strategic thinking
Transparent expectations
Red flags to avoid when choosing an agency
If an agency doesn’t ask you about your goals, outcomes, or expectations—run. And if you're the one dictating every ad or headline, it might be time to check your ego at the door.
“You’re hiring an expert—let them do what you hired them for.”
Set Realistic Marketing Goals—and Track Them
Too many health systems launch marketing strategies without a clear definition of success. That leads to frustration on both sides.
Define your version of success
Is your goal 100 new patients? 10? More long-term referrals? Set the metric first and then build backwards. If you don't know what you want, how can someone else?
Why most campaigns fail (hint: unclear expectations)
When marketing efforts fail, it’s often because clinic owners and marketers weren’t aligned from the start. Get crystal clear on:
Your budget
Your target audience
What qualifies as a successful campaign
Final Takeaway: Start Simple and Stay Consistent
You don’t need perfection. You need presence. Whether you're a clinic owner, physician, or practice manager, start showing up online, telling stories, and building trust.
“Everybody starts at zero. The difference is, some people keep going.”
Medical marketing, leadership, and storytelling aren’t just trends. They're the new tools for improving patient acquisition and growing your patient base in the long run.
Ready to Build a Clinical Marketing Strategy That Actually Works?
If you're tired of wasting time and money on marketing that doesn't bring in the right patients—or worse, no patients at all—it's time to get serious.
Book a free strategy call with Best Practice Strategies.
We'll help you design a marketing plan rooted in clarity, consistency, and conversion; one that aligns with your operations, strengthens your online presence, and attracts the right kind of patients.
👉 Book Your Strategy Call Now
Let’s turn your clinic into the go-to choice for patients in your area.
