Your Patient Acquisition Model Was Built for a Different Healthcare System
Osama Usmani argues that most clinic acquisition models were engineered for a referral-heavy, low-competition environment that no longer exists. Rising paid-search costs, more empowered patients, and AI-mediated discovery require growth teams to shift from reactive campaign buying toward data-driven audience selection and demand intelligence. Identifying likely patients before campaigns launch—rather than broadcasting to broad markets—is the new acquisition baseline.
PE-backed groups and scaling health systems need acquisition models that can operate at margin in a more competitive digital environment. This piece provides a clear diagnosis of where legacy acquisition models are breaking down.
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