You’ve built a respected practice, your brand is solid, and patients know your name. Everything was running smoothly…until suddenly, it wasn’t. Now, there’s a noticeable dip in new patient acquisition. Sound familiar?
It’s frustrating, right? You’ve done everything right, and yet, here we are. But before you start panic-Googling “how to fix a sinking practice,” let’s take a look at what’s really going on.
One of the first things I ask practices when they reach out with this issue is: “Have you checked your backyard lately?” Markets shift, and sometimes you don’t even hear it. Maybe a shiny new practice opened around the corner offering same-day appointments, or a hospital system started aggressively targeting your core demographic. It happens. Patients have options, and if you’re not staying top-of-mind, you’re handing them over to the competition.
When was the last time you gave your online presence a deep dive? And no, I don’t mean a quick scroll through your website to read your own bio while waiting in line for coffee. I mean a real audit i.e. local SEO, Google Business profile, patient reviews, social media, and what pops up when someone searches for “best [specialty] practice near me.” If you’re not showing up, or your competitor is cozying up in those top Google spots, guess what? Your patients aren’t going to find you. Also, I can’t stress this enough, if you’re not out there knocking on doors, shaking hands and kissing babies, someone else is. Relationships still matter in order to keep that referral pipeline going.
Complacency is the enemy, and I’ve seen it more times than I can count. Established practices often assume their reputation will carry them indefinitely. “Oh, we’ve always had great SEO, they all refer to us, we’re fine.” Yeah, until you’re not. Google’s algorithm changes faster than I can switch between my coffee and kombucha, and if you’re not keeping up, your once-dominant local presence can vanish overnight. Meanwhile, your competitor has a shiny new doctor out there hustling and marketing, while you haven’t left the building in 10 years. I’m all about the long game strategy, and SEO and building and maintaining relationships is a huge part of that. It’s not about gaming the system, it’s about staying visible as the landscape changes.
There’s this pressure to “throw more money at ads” when patient numbers dip. I can tell you right now, spending more on bad ads doesn’t fix the problem. While digital marketing is critical, don’t write off traditional media. TV and radio still have a place, especially in smaller markets. The trick is pairing those with hyper-targeted digital campaigns. Cookie-cutter marketing won’t cut it.
Your patients, especially younger ones, are influenced by digital touchpoints. For older patients, it’s a mix of digital, traditional, and personal interactions, different demographics respond to different approaches, so you’ve got to hit multiple channels and understand your demographic to stay relevant. If you’re not active on Google, Instagram, or even sending out a good old-fashioned postcard, you’re missing out.
You might be thinking, “But my market hasn’t changed, and our SEO is great. We have the best digital marketing company ever.” Ok, fair. I’ll be the first to say that digital marketers are unsung heroes and deserve a medal. You have no idea what goes into optimizing campaigns, it’s not for the faint of heart. But let’s also look inside your practice. Is your patient scheduling optimized? Are you prioritizing follow-ups over new patient slots? Is your staff trained to handle new patient inquiries? There’s nothing worse than spending a fortune on marketing only to have someone answer the phone with, “Umm, I’m not sure we do that here.” Even the best marketing can’t overcome operational inefficiencies.
I’ve seen practices attract plenty of new patients but fail to convert them into booked appointments because of internal bottlenecks. Your scheduling system, patient communication process, and staff training—are they on point? If there’s friction anywhere, you’re losing patients before they even get in the door. It’s common. You’re not alone.
If I had a dollar for every time I’ve said, “This isn’t just a marketing problem” during a board meeting, I’d be on a superyacht in the Mediterranean by now instead of writing blogs. Sometimes it’s operational, sometimes market-driven, and other times, it’s just a practice resting on past success. Throwing money at ads or “quick fixes” won’t solve the root issue.
If this feels all too familiar, it’s time for an honest conversation. I’ve helped practices like yours diagnose why patient acquisition is dropping and turn things around. Whether it’s refining your market position, adjusting your digital strategy, or optimizing internal processes, we’ll figure it out together. I’ve seen it all. And trust me, if you’re game, I can help.
At the end of the day, it’s not just about getting more patients, it’s about getting the right ones and keeping them coming back. That my friends is where the marketing magic really happens.