Commercial strategist Alyssa Luber outlines four core marketing objectives—awareness, consideration, conversion, and retention—and explains why securing internal alignment on goals before investing in tactics consistently improves ROI. Patient-centric…
Will Ross of Origins Spine & Joint outlines the strategy his practice used to become the default referral destination for referring providers in their market. The approach combines…
Kandy Garrett of Social Optician advises small and independent practices to compete not on budget but on community embeddedness. She recommends hyper-local events, community partnerships, and personalised outreach…
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…
Lauren Leone and Rich Briddock examine why search-only strategies are no longer sufficient for patient acquisition in 2026. They outline the shift toward full-funnel media buying, creative testing…
Lisa Fisher and Lauren Leone argue that healthcare organisations relying on campaign-by-campaign advertising are structurally disadvantaged. An always-on programmatic infrastructure enables full-funnel storytelling, more efficient patient acquisition, and…
