Growing a small physical therapy practice in 2025 requires a fundamentally different approach than it did even five years ago. The days of relying solely on physician referrals and Yellow Pages advertisements are long gone. Today’s successful PT practices combine digital-first strategies, data-driven patient engagement, and strategic relationship-building to create consistent patient acquisition pipelines.

The challenge for small practices is that most marketing advice is designed for enterprise-level clinics with dedicated marketing staff and six-figure budgets. This guide focuses specifically on high-ROI, implementable strategies that solo practitioners and small group practices can execute without hiring a marketing agency.

Whether you’re a newly opened cash-based practice seeking your first patients or an established clinic looking to reduce dependence on a few referral sources, these 15 marketing strategies provide actionable paths to sustainable growth.

The Physical Therapy Marketing Landscape in 2025

Before diving into specific tactics, it’s important to understand how patients find physical therapy services today:

  • 72-84% of patients consult online reviews when choosing healthcare providers
  • 60% of healthcare searches occur on mobile devices
  • 91% of consumers read online feedback before making healthcare decisions
  • 75% of patients use online reviews as their first step in finding a physician
  • 37% of patients specifically use Google Reviews as their primary decision-making tool

The implication is clear: your digital presence—particularly your Google Business Profile and online reviews—represents your most powerful marketing asset. Patients are researching you online before they ever call your office.

Strategy 1: Dominate Local SEO

Local search engine optimization is the foundation of modern physical therapy marketing. When potential patients search “physical therapy near me” or “PT clinic in [your city],” your practice needs to appear in the top results.

Why Local SEO Matters

Over 60% of healthcare searches happen on mobile devices, and Google’s mobile-first indexing means your mobile site performance directly impacts search rankings. More importantly, local searches have exceptionally high conversion intent—someone searching “physical therapy [city]” is actively seeking care right now.

Implementation Steps

1. Optimize Your Google Business Profile (Highest Priority)

Your Google Business Profile (formerly Google My Business) is the single most important local SEO asset:

  • Claim and verify your listing at business.google.com
  • Choose “Physical Therapy Clinic” as your primary category
  • Add secondary categories: “Rehabilitation Center,” “Sports Medicine Clinic,” etc.
  • Upload 10+ high-quality photos: exterior, reception, treatment areas, team photos
  • Add all services you provide with descriptions
  • Post weekly updates (new blog posts, health tips, practice updates)
  • Respond to every review within 24-48 hours

Goal: Get 5+ new reviews per month (see Strategy 2)

2. Create Location-Specific Website Pages

If you serve multiple cities or neighborhoods, create dedicated pages for each:

  • “Physical Therapy in [City Name]”
  • Include location-specific content: local landmarks, common conditions in the area, parking information
  • Embed Google Map for that location
  • Include schema markup for local business

3. Optimize for “Near Me” Searches

Include phrases throughout your website:

  • “Physical therapy near me”
  • “PT clinic near [landmark]”
  • “[Condition] treatment in [city]”

4. Build Local Citations

Ensure your practice name, address, and phone number (NAP) are consistent across:

  • Healthgrades
  • Vitals
  • Yelp
  • WebMD directory
  • Psychology Today (if you offer pelvic floor PT)
  • Local chamber of commerce
  • Insurance provider directories

Expected Results: 30-60% of new patient inquiries should come from organic Google searches within 6-12 months of consistent local SEO efforts.

Strategy 2: Master Google Reviews

Google reviews are the most powerful patient acquisition tool available to small practices. The data is striking: practices that implement comprehensive review strategies see a 89-156% improvement in patient acquisition rates and a 234% increase in review-attributed revenue within the first year.

The Review Rating Requirement

  • 83% of patients require a minimum of 4 stars to consider a provider
  • 72% of patients seek 4-5 star providers
  • 60% of patients read 10+ reviews before deciding

Translation: You need both high ratings (4.5+ stars) AND volume (20+ reviews minimum, ideally 50+).

Building Your Review Pipeline

Step 1: Identify Your Review Request Timing

The optimal time to request a review is when the patient has experienced a clear win:

  • After their first pain-free session
  • Upon completion of their treatment plan
  • After they achieve a functional milestone (return to running, pain-free golf swing)

Step 2: Implement Automated Review Requests

Manual review requests don’t scale and are inconsistently applied. Use automated systems that:

  • Send review request via SMS/email at optimal times (immediately after discharge or milestone achievement)
  • Include direct link to your Google review page
  • Make it one-click easy for patients

Modern practice management platforms like Proactive Chart include automated review request workflows that send templated messages at the right moment in the patient journey.

Sample automated message:

Hi [Patient Name], we’re so glad we could help you reach your goals! Would you mind sharing your experience in a quick Google review? It really helps others find the care they need. [Direct Google Review Link] - Dr. [Name] and the [Practice Name] Team

Step 3: Review Gating (Use Carefully)

Review gating—the practice of filtering which patients receive review requests—was technically prohibited by Google in 2018, but the spirit of the concept remains valuable: ask for reviews when patients are most satisfied.

Rather than automated gating, train your front desk team to personally ask highly satisfied patients for reviews:

“I’m so glad you’re feeling better! Would you be willing to share your experience in a Google review? It helps other people who are suffering find our clinic. Here’s a card with the link.”

Step 4: Respond to Every Review

  • Positive reviews: Thank the patient and mention something specific from their review
  • Negative reviews: Respond professionally, acknowledge concerns, take the conversation offline

Responding to reviews shows prospective patients that you value feedback and care about patient experience.

Financial Impact

A one-star increase in ratings can boost revenue by 5-9%. For a practice generating $300,000 annually, that’s $15,000-$27,000 in additional revenue from improving your rating from 4.2 to 4.7 stars.

Action Item: Set a goal of 5 new Google reviews per month. Track monthly review count and average rating.

Strategy 3: Physician Referral Relationship Building

Despite the growth of direct access, physician referrals still represent 30-50% of new patients for many PT practices. The difference between practices that thrive on physician referrals and those that struggle often comes down to systematic relationship-building.

Target the Right Physicians

Rather than blanket outreach, focus on physicians whose patient populations align with your expertise:

  • Primary care physicians: General orthopedic and back pain referrals
  • Orthopedic surgeons: Post-surgical rehab, conservative management of orthopedic conditions
  • Sports medicine doctors: Athletic injuries, performance optimization
  • Pain management specialists: Chronic pain, conservative treatment prior to interventional procedures
  • OB/GYNs: Pelvic floor PT (if you offer it)
  • Rheumatologists: Arthritis management, chronic conditions

Outreach Strategy

Phase 1: Research and Targeting (Week 1)

Create a spreadsheet of 20-30 target physicians:

  • Name and specialty
  • Office location and proximity to your clinic
  • Office manager/staff contact names
  • Current patient volume estimate
  • Specialty alignment with your expertise

Phase 2: Initial Introduction (Weeks 2-4)

Schedule brief visits to introduce yourself:

  • Call to schedule a 10-minute meeting with the physician or office manager
  • Bring professional literature about your practice (one-page overview)
  • Highlight:
    • Your specialties and certifications
    • Average time to appointment availability
    • Your communication practices (progress updates, discharge summaries)
    • Outcome tracking and patient satisfaction rates

Phase 3: Educational Lunch-and-Learns (Monthly)

Host free lunch presentations at physician offices:

  • Topics: “Conservative Management of Rotator Cuff Injuries,” “When to Refer to PT vs. Refer to Surgeon,” “Managing Chronic Low Back Pain”
  • 20-30 minute presentation + Q&A
  • Provide lunch for office staff (budget: $75-$150)

Phase 4: Data-Driven Follow-Up (Quarterly)

The most powerful physician referral strategy is proving your value through data:

  • Track outcomes for patients referred from each physician
  • Create quarterly reports showing:
    • Number of patients treated from that referral source
    • Average pain reduction (0-10 scale at start vs. discharge)
    • Functional outcome improvements
    • Patient satisfaction scores
    • Average number of visits to discharge

Share these reports with referring physicians. This data-driven approach demonstrates that you’re delivering measurable results for their patients.

Reciprocal Referrals

Don’t forget that direct access allows you to be a referral source too. When you identify red flags requiring physician evaluation (fracture risk, neurological involvement, systemic disease), refer back to local physicians. This reciprocity builds powerful relationships.

Expected Results: Physician outreach typically takes 3-6 months to generate consistent referrals. Expect 1-3 new monthly referrals per active physician relationship once established.

Strategy 4: Content Marketing and Blogging

Educational content serves three purposes: establishes expertise, improves SEO, and nurtures potential patients through the decision-making process.

What to Write About

Focus on high-search-volume topics your ideal patients are researching:

  • Condition-specific guides: “How to Treat Plantar Fasciitis at Home,” “Rotator Cuff Injury Recovery Timeline”
  • Prevention content: “5 Exercises to Prevent Running Injuries,” “Preventing Lower Back Pain for Desk Workers”
  • Treatment approach explanations: “What to Expect in Your First PT Session,” “Dry Needling vs. Acupuncture: What’s the Difference?”
  • Local angle: “Best Running Trails in [City] and How to Prevent Running Injuries”

Publishing Cadence

Quality over quantity: Publish 2-4 comprehensive blog posts monthly rather than daily shallow content.

Distribution Channels

Don’t just publish and hope people find it:

  • Share on Facebook and Instagram
  • Send to email list (see Strategy 6)
  • Include in patient education handouts
  • Submit to local news outlets as expert commentary

SEO Tip: Each blog post should target a specific keyword phrase with decent search volume and include that phrase in the title, first paragraph, and naturally throughout.

Expected Results: Blog content is a long-term strategy. Expect minimal results in months 1-3, growing traffic months 4-9, and significant organic search traffic by month 12+.

Strategy 5: Video Marketing

Video content provides an immediate competitive advantage—most physical therapy practices aren’t doing it yet, which means you stand out.

High-Value Video Types

1. Exercise Demonstration Videos (Highest ROI)

  • 2-3 minute videos demonstrating home exercises
  • Include proper form cues and common mistakes to avoid
  • Post to YouTube with SEO-optimized titles: “How to Do [Exercise Name] - Correct Form for [Condition]”
  • Embed in patient education materials

2. Clinic Tour Video

  • 1-2 minute walkthrough of your facility
  • Introduces team members
  • Shows equipment and treatment areas
  • Reduces new patient anxiety about first visit

3. Patient Testimonial Videos

  • 1-2 minute patient success stories
  • Use on website homepage and landing pages
  • Share on social media

4. Educational Content Videos

  • “What to Expect in Physical Therapy”
  • “When Should You See a Physical Therapist?”
  • “PT Myths Debunked”

Production Quality

You don’t need expensive equipment. Modern smartphones produce sufficient quality video. Invest in:

  • Smartphone tripod ($20-$40)
  • Lapel microphone ($25-$60)
  • Good lighting (natural light or ring light: $30-$80)

Distribution

  • Upload all videos to YouTube (second-largest search engine)
  • Embed relevant videos on corresponding website pages
  • Share on Facebook, Instagram, and TikTok
  • Include in email newsletters

Expected Results: Exercise videos become evergreen assets that generate organic traffic for years. One popular exercise video can drive 50-200 website visitors monthly.

Strategy 6: Email Marketing and Newsletter

Email remains one of the highest-ROI marketing channels, with average returns of $36-$42 for every $1 spent.

Building Your Email List

  • New patient intake: Include email opt-in on intake forms
  • Website pop-up: “Get our free guide to [condition]” in exchange for email
  • In-office signage: “Text JOIN to [number] for weekly health tips”
  • Event attendees: Collect emails at workshops or community events

Email Content Strategy

Send a monthly (or bi-weekly) newsletter including:

  • Featured blog post or health tip
  • Exercise of the month (with video link)
  • Patient success story
  • Practice updates or seasonal messages
  • Call-to-action: Schedule an appointment, refer a friend, leave a review

Re-engagement Campaigns

Create automated sequences for:

  • Former patients (sent 6 months post-discharge): “How are you doing? Let us know if pain returns”
  • No-shows or cancellations: “We miss you—here’s a discount to come back”
  • Inactive patients: “It’s been a while—here’s what’s new at our practice”

Email Service Providers

Affordable options for small practices:

  • Mailchimp: Free up to 500 contacts
  • Constant Contact: $12/month for up to 500 contacts
  • Integrated in some EMRs: Check if your practice management software includes email marketing

Expected Results: Expect 1-3 appointment bookings per month from email campaigns once your list reaches 300+ contacts.

Strategy 7: Social Media Presence (Focus on Facebook and Instagram)

Social media serves two primary functions: brand awareness and patient engagement/retention.

Platform Prioritization

For most PT practices:

  1. Facebook (highest priority): Reaches 40-65 year old demographics, great for local community engagement
  2. Instagram: Reaches 25-45 year old demographics, visual exercise content performs well
  3. TikTok (optional): If targeting younger athletes or sports injuries
  4. LinkedIn (optional): For B2B relationships (physician referrals, corporate wellness contracts)

Content Mix (80/20 Rule)

  • 80% educational and entertaining content
  • 20% promotional content

Content Ideas:

  • Exercise tips and demonstrations (video or carousel posts)
  • Patient success stories (with permission)
  • Staff spotlights
  • Health awareness days (World PT Day, Arthritis Awareness Month)
  • Behind-the-scenes clinic life
  • Myth-busting posts (“Myth: Rest is best for back pain. Fact: Movement helps healing”)
  • Community involvement (charity events, local sponsorships)

Posting Frequency

  • Facebook: 3-5 posts per week
  • Instagram: 4-7 posts per week (mix of feed posts and stories)

Engagement Strategy

Social media is a two-way communication channel:

  • Respond to comments within 24 hours
  • Answer DM questions (or redirect to phone call for clinical questions)
  • Engage with local business posts and community pages
  • Use local hashtags (#[YourCity]PT, #[YourCity]Health)

Expected Results: Social media is primarily a brand awareness tool. Expect 1-2 direct patient inquiries per month from social, plus improved brand recognition in your community.

Strategy 8: Google Ads (PPC) for Immediate Patient Acquisition

While organic strategies take time to build momentum, paid search advertising provides immediate patient acquisition—though at a cost.

When Google Ads Make Sense

Consider Google Ads if:

  • You’re a new practice needing immediate patient flow
  • You have open appointment availability to fill
  • Your patient lifetime value justifies $150-$300 cost per acquisition
  • You’ve maximized organic strategies and want to accelerate growth

Target Keywords

Focus on high-intent keywords:

  • “[City] physical therapy”
  • “physical therapist near me”
  • “[Condition] treatment [city]” (e.g., “back pain treatment Denver”)
  • “physical therapy for [condition]”

Avoid high-competition, low-conversion keywords like “physical therapy” alone.

Budget Expectations

  • Minimum effective budget: $500-$1,000/month
  • Cost per click: $3-$12 depending on market competition
  • Conversion rate: 3-8% of clicks become appointment requests
  • Cost per acquisition: $100-$300 per new patient

Landing Page Optimization

Don’t send Google Ads traffic to your homepage. Create dedicated landing pages:

  • Headline matching the ad copy
  • Clear value proposition (what makes you different)
  • Prominent phone number and online scheduling button
  • Patient testimonials
  • Clear call-to-action

Expected Results: Well-optimized campaigns can generate 3-10 new patient inquiries per $1,000 spent.

Strategy 9: Patient Referral Program

Your existing patients represent your best marketing channel. Referred patients have higher show rates, better outcomes, and longer retention than other acquisition channels.

Creating a Patient Referral Incentive

Option 1: Credit-Based System

  • Referring patient receives $25-$50 credit toward future services
  • New patient receives $25 off their first visit

Option 2: Raffle/Drawing System

  • Each referral = entry into quarterly drawing for $100-$200 gift card
  • Less expensive than per-referral rewards

Option 3: Service-Based Rewards

  • Refer 3 friends, receive a free 30-minute wellness visit
  • Refer 5 friends, receive a free sports performance assessment

Promoting Your Referral Program

  • Mention during discharge appointments
  • Include business cards or referral cards in check-out
  • Email existing patients quarterly about the referral program
  • Post about it on social media monthly
  • Include in waiting room signage

Tracking Referrals

Ask every new patient: “How did you hear about us?” and document the referring patient’s name if applicable.

Expected Results: Established practices typically receive 15-25% of new patients from referrals. An active referral program can increase this to 30-40%.

Strategy 10: Community Involvement and Local Partnerships

Being visible in your community builds brand awareness and establishes you as a local healthcare resource.

High-ROI Community Activities

1. Free Injury Screening Events

  • Partner with local running stores, gyms, or yoga studios
  • Offer free 10-minute movement screens
  • Collect contact information for follow-up

2. Lunch-and-Learn Workshops

  • Host free monthly workshops at your clinic or local library
  • Topics: “Managing Arthritis,” “Preventing Running Injuries,” “Desk Ergonomics”
  • Charge nothing; goal is exposure and relationship building

3. Youth Sports Team Partnerships

  • Become the “official PT provider” for local youth sports organizations
  • Offer free parent education sessions on injury prevention
  • Provide discounted services to team members
  • Highly visible sponsorship opportunity

4. Corporate Wellness Contracts

  • Reach out to local businesses with 50-200 employees
  • Offer on-site injury prevention workshops or ergonomic assessments
  • Potential for recurring revenue and patient acquisition

5. Local Event Sponsorships

  • 5K races, charity walks, health fairs
  • Set up booth with free movement screens or posture assessments
  • Collect email addresses for follow-up

Expected Results: Community involvement is brand-building. Each event typically generates 2-5 direct patient inquiries plus improved local brand recognition.

Strategy 11: Retargeting Ads (Facebook and Google)

Most website visitors don’t book appointments on their first visit. Retargeting ads keep your practice top-of-mind as they continue considering their options.

How Retargeting Works

When someone visits your website, a tracking pixel places them in an audience. You can then show ads specifically to these previous visitors as they browse Facebook, Instagram, or other websites in Google’s display network.

Retargeting Strategy

  • Audience size: Wait until you have 100+ website visitors in the last 30 days before launching retargeting
  • Ad content: Patient testimonials, limited-time offers (“New patient special”), or educational content
  • Budget: $200-$500/month
  • Duration: Show ads to people for 30-60 days after their website visit

Creative Approach

Run multiple ad variations showing:

  • Patient success testimonials
  • Team photos and clinic environment
  • Special offers or promotions
  • Educational content (“5 signs you need physical therapy”)

Expected Results: Retargeting typically has 2-4x higher conversion rates than cold advertising, bringing 2-6 additional appointments monthly from website visitors who didn’t initially book.

Strategy 12: Automated Patient Communication and CRM

Modern patient relationship management goes beyond appointment reminders (though those are crucial—see Strategy 2 of the no-show article).

Building Automated Nurture Sequences

New Patient Welcome Sequence:

  • Day 1: Welcome email with what to expect at first appointment
  • Day 2: Meet your therapist video
  • Day 3: Parking and check-in information
  • Day of: Reminder with preparation instructions

Active Treatment Sequence:

  • Weekly check-in texts between appointments: “How are you feeling? Any questions?”
  • Home exercise reminder messages
  • Progress milestone celebrations

Post-Discharge Sequence:

  • Discharge: Request Google review
  • 1 month: “How are you doing?” check-in
  • 6 months: Automated recall message for maintenance visit

CRM Features to Look For

Your practice management software should include:

  • Automated messaging workflows
  • Two-way SMS/email communication
  • Patient segmentation (new patients, discharged patients, high-risk no-shows)
  • Broadcast messaging for announcements or promotions

Platforms like Proactive Chart integrate these communication tools directly with your EMR, eliminating the need for separate CRM software subscriptions.

Expected Results: Automated communication sequences improve patient retention by 15-25% and reduce no-show rates by 40-60%.

Strategy 13: Online Scheduling (Self-Service Booking)

Removing friction from the appointment booking process directly increases patient acquisition and retention.

Why Online Scheduling Matters

  • 40% of patients prefer online booking over phone calls
  • 60% of appointment bookings happen outside business hours (evenings/weekends)
  • Reduces front desk workload
  • Decreases phone tag with potential patients

Implementation Best Practices

1. Make It Prominent

  • Large “Schedule Online” button on website homepage
  • Include scheduling link in email signatures
  • Add to Google Business Profile
  • Include in social media bios

2. Minimize Friction

  • Require minimal information: name, phone, email, reason for visit
  • Show real-time availability
  • Allow patients to choose their preferred provider
  • Send immediate confirmation via SMS and email

3. Mobile Optimization

  • 60% of healthcare searches occur on mobile devices
  • Your scheduling interface must work flawlessly on smartphones

4. New Patient Forms Integration

  • After booking, automatically send link to complete intake forms digitally
  • Forms should be mobile-optimized for completion from couch or waiting room

Expected Results: Practices implementing online scheduling see 25-40% of new appointments booked via self-service, reducing front desk call volume and capturing after-hours booking intent.

Strategy 14: Patient Education Resources and Lead Magnets

Offering free, valuable resources builds trust and captures contact information for follow-up.

High-Value Lead Magnets

Create downloadable resources:

  • Condition-specific guides: “The Complete Guide to Recovering from Rotator Cuff Surgery” (PDF)
  • Exercise libraries: “10 Core Exercises for Low Back Pain” (video series)
  • Self-assessment tools: “Should You See a Physical Therapist? Take This Quiz”
  • Prevention checklists: “Runner’s Injury Prevention Checklist”

Implementation

  1. Create the resource (PDF, video, or both)
  2. Add to website with email capture form
  3. Promote via social media and paid ads
  4. Send automated email sequence to those who download

Example email sequence after downloading “Low Back Pain Guide”:

  • Day 1: Link to download guide + welcome message
  • Day 3: “Which exercises helped most?” + link to schedule evaluation
  • Day 7: Patient testimonial story about back pain recovery
  • Day 14: “Still struggling with back pain?” + call-to-action to schedule

Expected Results: Lead magnets typically convert 2-5% of recipients into appointments over 30-60 days, providing a nurture pathway for people not yet ready to schedule.

Strategy 15: Reputation Management and Review Response

Your online reputation requires active management, not passive hope.

Proactive Reputation Monitoring

Set up alerts for new reviews:

  • Google Alerts for “[Your Practice Name] review”
  • Dedicated practice management software with review monitoring
  • Weekly manual checks of Google, Facebook, Yelp, Healthgrades

Review Response Framework

Responding to Positive Reviews:

Thank you so much, [Patient Name]! We’re thrilled we could help you [specific achievement from review]. It was wonderful working with you, and we wish you continued success with [activity/goal]. Please don’t hesitate to reach out if you ever need us again!

Responding to Negative Reviews:

[Patient Name], thank you for sharing your feedback. I’m sorry to hear about your experience with [specific issue]. We take all feedback seriously and would like to make this right. Please contact me directly at [phone/email] so we can discuss your concerns and find a resolution. - [Your Name], Owner

Never:

  • Argue or get defensive
  • Violate HIPAA by revealing patient information
  • Ignore negative reviews

Addressing False or Malicious Reviews

If you receive a clearly false review:

  1. Flag it with the platform (Google, Facebook) as violating policies
  2. Respond professionally without revealing it’s not a real patient
  3. Encourage real patients to leave reviews to dilute the negative review’s impact

Expected Results: Actively managing your online reputation maintains high ratings (4.5+ stars), which is the foundation for digital patient acquisition. Every 0.1 star improvement can increase patient inquiries by 5-10%.

Building Your Marketing Plan: What to Implement First

These 15 strategies can feel overwhelming. Here’s a prioritized 90-day implementation roadmap:

Month 1: Foundation (Essential Infrastructure)

Week 1-2:

  • Optimize Google Business Profile completely
  • Implement automated appointment reminders to reduce no-shows
  • Enable online self-scheduling

Week 3-4:

  • Launch automated Google review request system
  • Set up review monitoring and response workflow
  • Create or optimize website for mobile devices

Goal: By end of month 1, you should have the digital infrastructure to support patient acquisition and retention.

Month 2: Content and Visibility

Week 1-2:

  • Publish 2 high-quality blog posts targeting local keywords
  • Create and upload 3-5 exercise demonstration videos to YouTube
  • Establish social media posting schedule (3-5x weekly Facebook/Instagram)

Week 3-4:

  • Identify 15-20 target physicians for outreach
  • Schedule 3-5 physician introduction meetings
  • Create email newsletter template and send first edition

Goal: By end of month 2, you should have content creation workflows established and physician relationship building initiated.

Month 3: Amplification and Optimization

Week 1-2:

  • Launch patient referral program
  • Create and promote first lead magnet (downloadable resource)
  • Attend or sponsor first community event

Week 3-4:

  • Review analytics: website traffic, review count, new patient sources
  • Launch Google Ads campaign (if budget allows)
  • Implement retargeting ads for website visitors

Goal: By end of month 3, you should have multiple patient acquisition channels generating inquiries and clear data on what’s working.

Measuring Marketing ROI

Track these metrics monthly to assess marketing effectiveness:

  1. New patient count by source

    • Organic search (Google)
    • Google Ads
    • Physician referrals
    • Patient referrals
    • Social media
    • Other

  2. Website metrics

    • Monthly visitors
    • Online scheduling conversion rate
    • Top traffic sources

  3. Review metrics

    • Current Google rating
    • Number of reviews
    • Monthly new reviews

  4. Cost per acquisition

    • Total marketing spend ÷ new patients acquired
    • Target: $50-$150 for organic channels, $150-$300 for paid

  5. Patient lifetime value

    • Average revenue per patient throughout treatment course
    • Should be 5-10x your cost per acquisition

The Compound Effect of Consistent Marketing

The practices that win in 2025 aren’t necessarily those with the biggest budgets—they’re the ones that consistently execute foundational strategies month after month.

Publishing 2-3 blog posts monthly doesn’t feel impactful in month 1, but by month 12 you have 25-35 pieces of evergreen content driving organic search traffic daily. Requesting Google reviews from 5 patients monthly doesn’t seem significant initially, but in 12 months you’ll have 60+ reviews and a 4.7+ star rating that dramatically influences patient choice.

Marketing isn’t an expense—it’s an investment in predictable, diversified patient acquisition that reduces dependence on any single referral source and builds a sustainable, growing practice.

Start with the foundation strategies (Google Business Profile optimization, automated review requests, online scheduling), then layer in additional tactics as you have capacity. Within 6-12 months, you’ll have built a patient acquisition engine that generates consistent new patient flow while you focus on what you do best: delivering excellent patient care.