Marketing

Patient acquisition, brand, digital marketing, SEO, paid media, and reputation. New here? Start with the healthcare marketing strategies overview.

Healthcare marketing guide

Marketing coverage on this site is organized around the decisions healthcare marketers make each budget cycle: what a new patient costs, how people find you in search and AI answers, how each location shows up locally, and when brand or naming changes are worth the effort. Start with the question closest to yours. Each pick is an HGS summary of a published source, with the source linked and dated. Newer posts follow below.

What a new patient costs to acquire

Compare cost per acquired patient with published benchmarks, then check conversion before cutting spend. Count calls, direction requests and map clicks, not only form fills.

Search and AI answers

In the 100-site dataset covered below, ChatGPT sent under 1% of the traffic Google organic did, yet AI answers still shape which brands get named. Track referral traffic and citation visibility as separate measures.

Local visibility and reviews

For multi-site groups, visibility is won or lost location by location: listings, reviews and the location pages that search and AI tools read.

Brand and naming decisions

A rebrand touches every sign, listing and referral relationship. Look at how consumers rate trust and how systems that renamed hospitals handled it before committing.

Tool: Patient Touchpoint Growth Calculator to see where new-patient demand leaks, and the Healthcare Marketing Strategies guide for the full framework.

Picks reviewed October 2026.

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