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You’ve Grown—Now Your Marketing Should Too

August 8, 2025

Expanding a medical practice—whether that means multiple locations, multiple specialties, or a growing provider group—comes with a whole new set of challenges. Patient acquisition strategies that worked when you were a small operation may not scale. If your marketing feels fragmented across locations or providers, you’re not alone.

Let’s walk through proven, scalable healthcare marketing strategies designed for enterprise and specialty practices that are ready to take their brand (and patient volume) to the next level.

Build a Unified Brand Across All Locations

A consistent brand helps multi-location practices appear professional and cohesive, both online and in person. If patients can’t tell that your locations are connected, you’re missing out on brand trust and word-of-mouth referrals.

Start by using the same logo, colors, and tone of voice across all your websites, signage, and social media channels. Develop a brand guide so your team and any external vendors have a clear reference point. When possible, highlight your full range of services on each location’s web page to encourage patients to explore what else your organization can offer.

Make Your Website Do the Heavy Lifting

Think of your website as a digital front desk—welcoming, informative, and efficient. As you grow, your website should evolve, especially if you have multiple specialties or locations. Each location should have its own dedicated online footprint with optimized content and clear contact information while still maintaining brand uniformity.

By offering tools like online appointment scheduling or click-to-call buttons, you make it easier for website viewers to convert from curious visitors to new patients. Over 72% of Millennial and Gen Z patients prefer to schedule their appointments online.

Focus on Reputation Management at Scale

Online reviews are one of the first things potential patients see when researching your practice, especially for specialty care or new locations. According to a recent survey, 84% of patients trust online reviews as much as personal recommendations. However, managing feedback across a growing organization can be overwhelming without the right process in place.

Monitor and respond to reviews promptly, especially those on popular platforms like Google, Healthgrades, or Zocdoc. Automate review requests after appointments to boost volume and showcase standout patient testimonials on your website and social media to build trust and credibility.

Lean Into Specialty Marketing (You’ve Earned It)

As you grow larger or become more specialized, you’re uniquely positioned to promote services that set you apart from general providers. Specialty marketing lets you highlight your expertise while attracting the right patients.

Running educational campaigns, such as blogs, videos, or social media, can help position your team as thought leaders. Create content, FAQs, or blog posts that address common patient questions or conditions. When possible, build relationships with referring providers or community organizations to organically generate new patient pipelines.

Track What’s Working—and What’s Not

At scale, guessing isn’t good enough. Enterprise-level practices need visibility into what’s working across locations, providers, and service lines. Only 29% of healthcare organizations use data to target or acquire patients.

Some important KPIs to track include cost per lead, appointment conversion rates, and top referral sources. You should also monitor which services are growing, which locations are outperforming, and which campaigns are bringing in the most new patients. When you’re tracking the right data, double down on what’s working (and cut what’s not).

Patient Retention Starts with Interaction

Getting new patients is important, but keeping the ones you already have is where sustainable growth really happens. A 5% increase in patient retention can lead to at least a 25% increase in profits. For larger practices especially, patient retention hinges on how accessible your practice feels to your patients across every location and specialty.

That starts with patient-centric communication. Are you checking in between visits with appointment reminders, follow-up messages, or wellness content? Are your digital tools (like payment portals or online scheduling) easy to navigate and responsive to patient needs? Every touchpoint is a chance to build loyalty.

As practices grow large, they can sometimes struggle with feeling “faceless.” Combat that by making patient interactions feel personal. Use the patient’s name in communications, make sure their care history follows them across locations, and offer online scheduling, two-way texting, and access to billing records in one central platform. The more seamless it feels, the more likely they are to stay.

Ready to Scale Your Marketing? Start with Strategy.

There’s no silver bullet when it comes to healthcare marketing. What works for one location or specialty may not work for another. That’s why growing practices need a strategy that blends unified branding, digital tools, and location-specific outreach, plus the infrastructure to support it all behind the scenes.