Author
Founder, Practice Growth Co
After more than a decade in healthcare marketing, Mike has worked with thousands of practices across the country, helping providers improve patient acquisition, consultation quality, and long-term growth.
95+
Providers
10+
Years
Multi-country
Reach
From the founder
Most healthcare marketing problems are not actually marketing problems.
They're trust problems.
They're positioning problems.
They're operational problems.
They're patient experience problems.
After spending more than a decade in healthcare marketing, Mike learned that the practices that grow consistently are usually not the ones chasing the newest trend, they're the ones getting the fundamentals right, over and over again.
Mike has worked across thousands of healthcare campaigns throughout his career, helping practices ranging from local clinics to highly competitive surgical groups in markets like Los Angeles and New York. He has managed millions in advertising spend, helped generate millions in patient revenue, and worked alongside providers across multiple specialties and countries.
But the experience that shaped his perspective most did not happen inside ad platforms.
It happened inside practices.
Sitting at front desks.
Listening to intake calls.
Talking to patients.
Watching schedules break under poor systems.
Seeing providers frustrated by low-quality consultations.
Watching practices spend hard-earned money on agencies that never truly understood healthcare.
Over time, one thing became impossible to ignore: too much healthcare marketing had become disconnected from what actually matters to a medical practice.
Agencies celebrated clicks.
Providers dealt with poor-fit patients.
Campaign reports looked great while front desks quietly struggled with no-shows, weak consultations, and inconsistent scheduling.
That disconnect is what eventually led Mike to start Practice Growth Co.
The goal was simple: build a healthcare marketing company grounded in real practice growth, not vanity metrics.
Perspective
Great healthcare marketing is usually not about gimmicks, hacks, or complicated growth tactics.
It's about understanding patients, understanding the practice, following proven best practices consistently, and building systems that help the right patients choose the right provider confidently.
Too many practices are told that growth requires complicated technology or endless advertising spend, when in reality, the biggest breakthroughs often come from getting the fundamentals right:
Healthcare practices do not need more noise.
They need clarity, trust, and marketing that reflects the quality of care they actually provide.
Where it comes from
Most of what gets written here started somewhere real, in a practice, at an intake desk, or in an account that was costing a provider real money.
Real campaign data
Live Google Ads, Meta, and SEO accounts running actual specialty spend.
Intake and CRM audits
Reviewing how inquiries are routed, scored, and converted inside the booking system.
Time at the front desk
Listening to how patient calls are actually handled, qualified, and booked.
Reviewing real consultations
Looking at which leads converted, which didn't, and why, at the consultation level.
Tracking that holds up
Wiring attribution that ties spend to booked, attended consultations, not just form fills.
Working alongside providers
Building acquisition around provider capacity, procedure mix, and real consult economics.
Landing page testing
Iterating on procedure-page details for cash-pay and high-consideration patient flows.
Working on show rate
Cutting no-shows through reminder cadence, intake quality, and pre-consult communication.
How Mike helps
Helping practices attract patients who are actually a good fit.
Improving the percentage of inquiries that become booked patients.
See related service
Helping practices become more visible in both traditional and AI-driven search.
See related service
Building pages that help patients feel confident enough to take the next step.
See related service
Making sure practices understand where growth is actually coming from.
See related service
Helping providers differentiate themselves in competitive markets.
Currently watching
A few of the questions and patterns showing up across the practices and accounts Mike is working with right now.
Notes from inside healthcare marketing
Honest writing about what's actually working, what's not, and what most practices get wrong.
Most med spas market their products and prices instead of their practice. Here is what separates med spas that build lasting patient bases from ones that run discount treadmills.
Orthopedic patients act when the pain becomes stronger than the fear of surgery. Understanding that trigger — and building marketing around two completely different patient pipelines — is what separates orthopedic practices that grow from ones that stagnate.
Ro, Hims, and Calibrate spend more on GLP-1 advertising in a week than most independent practices spend in a year. Here is how independent practices compete on what DTC cannot offer: clinical depth, niche positioning, and a patient relationship that outlasts the prescription.
Dental implant and All-on-4 marketing requires empathy-first positioning, a patient coordinator who can run a complex sales cycle, and visual assets that earn trust before the first call.
Mental health marketing requires HIPAA-compliant targeting, individual provider branding that beats BetterHelp on trust, and an ABA strategy built around utilization, not just lead volume.
Most healthcare Meta Ads campaigns generate leads that never book. Here is why the platform works differently than Google and what it takes to actually drive patient acquisition from Meta.
Most healthcare SEO strategies underdeliver because they treat SEO as a content problem. Here is what actually drives organic patient acquisition for medical practices.
AI search is reshaping how patients find healthcare practices. Here is what is actually changing, what is not, and what Practice Growth Co does to help specialty practices show up and get cited.
Most healthcare practices are measuring Google Ads performance wrong. Here's how to read CPL honestly, structure campaigns correctly, and calculate your true patient acquisition cost.
Plastic surgery patients take 12 to 18 months to decide. Meta Ads for plastic surgeons only work when the offer matches where the patient actually is in that process.
Plastic surgery SEO is a two-layer system: reviews get you found in local search, before/after photo galleries convert the patient who found you. Both layers are required.
Most med spa Google Ads accounts target broad practice terms with low conversion intent. Here is how service-specific campaign structure and targeting produce consultations, not just clicks.
Meta is the primary patient acquisition channel for most med spas, but most practices run it wrong. The problem starts with an offer that advertises the product instead of the practice.
Med spa patients decide faster than surgical patients and lean heavily on recent reviews. One bad legitimate review can lose significant revenue. Here is how med spa SEO actually works.
Orthopedic Google Ads that target only procedure terms miss the highest-converting traffic: patients in active pain who are at the threshold moment. Here is how to build campaigns for both.
Meta Ads have a real but limited role in orthopedic patient acquisition. Here is where they work, where they do not, and how to use them without wasting budget on the wrong pipeline.
Orthopedic patients research their surgeon even when they receive a referral. SEO for orthopedics serves two jobs: direct patient discovery and referral validation. Both require the same infrastructure.
GLP-1 Google Ads require LegitScript certification before a single ad runs. Here is the compliance-first structure that produces qualified weight loss leads.
Meta restricts weight loss advertising more aggressively than Google. Here is how GLP-1 practices run compliant campaigns that attract program-committed patients.
GLP-1 patient intent starts informational. Practices that own 'Ozempic vs. Wegovy' and 'does insurance cover GLP-1' build trust before the patient is ready to book — and win when they are.
Dental Google Ads require complete campaign separation between implants and general dentistry. Here is the structure, CPL benchmarks, and filtering strategy for All-on-4 grant traffic.
Meta Ads can work for dental implants, but the creative, offer, and follow-up system must match a longer sales cycle than most practices expect.
Dental SEO is won or lost on three assets: a dominant Google Business Profile, procedure-specific service pages, and a before/after gallery that serves both search and patient trust.
Mental health Google Ads require symptom-forward keywords, compliant pixel configuration, and LegitScript certification for any practice prescribing psychiatric medications.
No one scrolls Instagram thinking about starting therapy. Meta Ads for mental health meet patients in the emotional moment with low-commitment content that opens the door.
Mental health SEO is won on individual therapist visibility, not just practice-level rankings. Here is how to build the provider trust that beats BetterHelp in organic search.
Most practices measure CPL from Google Ads and call it patient acquisition cost. They are missing two numbers that actually tell them whether the campaign is working.
Branded campaigns look great on CPL because they capture people already coming to you. Whether you need one at all depends on whether competitors are bidding on your name.
Performance Max campaigns in healthcare can work — but only with strict negative keyword controls and the understanding that you are buying awareness, not qualified leads.
No-show rate is a funnel metric, not just an operations problem. The practices that fix it understand that a friendly human voice is still the highest-leverage intervention available.
Reviews are doing the vast majority of the work in medical practice local search. Posts and photos matter, but they are not the primary lever. Here is what the ranking data shows.
An experienced surgeon with no visible credentials online is invisible to Google and AI. E-E-A-T is not about whether you are qualified — it is about whether the evidence of your qualification is findable.
Healthcare SEO and Google Ads are not competitors — they are sequential. The practices with the biggest advantage use Google Ads first to fund the SEO investment that reduces their dependency on it.
Most agencies give vague answers about SEO timelines. Here is an honest month-by-month breakdown of what actually happens — and what can accelerate or stall results.
Healthcare Meta Ads compliance covers HIPAA pixel configuration, condition-specific targeting restrictions, BAA requirements, and ad copy limits. Most practices are running something non-compliant right now.
Most healthcare retargeting setups create HIPAA exposure without the practice realizing it. Here is what compliant retargeting looks like and how to build audiences that actually work.
The 'Google for intent, Meta for awareness' rule breaks down in healthcare. Here's how to choose the right channel based on what your practice actually offers.
Facebook Lead Ads for medical practices can work well or produce mostly spam, the difference is almost entirely in how the form is configured before the campaign launches.
The Meta ads funnel for healthcare has four stages. Most practices run three of them. The fourth, post-consultation nurture, is where high-consideration procedures are won or lost.
Google AI Overview for medical practices looks like a major SEO win, until you check whether those citations are sending patients. Here's what the data actually shows.
AI search vs Google Ads for healthcare is not a competition. A practice owner who cut Google Ads because 'everyone uses ChatGPT now' lost 60% of leads in 30 days. Here's why both matter.
A practice watching its informational traffic drop 22% assumed the business was failing. Consultation volume was up 11%. AI search is not eliminating Google from the patient journey. It is moving where in the funnel Google captures the patient.
A spine surgeon with 15 years of experience, two journal publications, and a fellowship at a top program asked ChatGPT who the best spine surgeons in his city were. He was not in the results. A less experienced competing surgeon with thorough credential documentation on their site was cited twice.
Two orthopedic practices in the same market. Practice A had 400 outcomes and real data, never documented properly. Practice B had 150 outcomes, a case study library, and explicit claims backed by reviews. Ask ChatGPT who the best orthopedic surgeons in that city are, Practice B is cited. Practice A is invisible.
Two chiropractic practices in the same market. Both running Google Ads. One ran 'experienced chiropractor in [city], accepting new patients.' The other ran 'back pain keeping you off the golf course? We treat golfers.' The golf course practice had 40% lower CPL and 2x the package conversion rate.
A PT group in the mid-Atlantic built 80% of their new patient volume on physician referrals. When two major referring physicians retired in the same year, volume dropped 35% in four months. Recovery took 14 months. Referrals are not a patient acquisition strategy. They are a dependency.
Healthcare Meta Ads generate cheap leads that don't book consultations when the offer is wrong. Here are the CPL benchmarks and offer frameworks that produce booked appointments, not form fills.
Before-and-after restrictions, HIPAA compliance, and low-intent audiences make Meta Ads creative the hardest part of healthcare advertising. Here is what actually stops the scroll and converts patients.
Local SEO for medical practices comes down to three things: reviews, directory accuracy, and local keyword targeting. Most practices get all three wrong. Here is how to fix them.
Most healthcare practices invest in blog content before their service pages are optimized and their physician pages exist. Here is the right order of operations for content that actually drives patient acquisition.
Most healthcare practices have no idea whether they appear in ChatGPT, Perplexity, or Google AI results. Here is how to find out, and what to do about it.
Generative Engine Optimization for healthcare practices is not a new tactic, it is the same credibility work that drives good SEO, applied more deliberately. Here is what actually moves the needle.
Google Ads CPL benchmarks by medical specialty for 2026, plus why a low CPL is often the first sign something is wrong with your account.
Most healthcare Google Ads accounts are structured in ways that make optimization impossible. Here is how to build a campaign structure that scales, and when to simplify instead.
87% of healthcare searches now trigger AI-generated responses. Here's what that means for specialty practices, and what to do about it.
Cost per click is a metric for advertisers. Cost per booked consultation is a metric for practice owners. The difference between the two, and how to wire your tracking to make the second one visible, usually explains why two practices with the same ad spend get wildly different outcomes.
A general homepage tells your practice's story. A landing page converts one type of patient into one specific action. For any practice running paid advertising, this distinction has a direct, measurable impact on cost per consult.
We've audited hundreds of specialty practices. The number-one bottleneck is rarely the ad, it's what happens in the 90 seconds after the inquiry lands. Speed-to-lead, qualification scripts, and booking architecture explain more of the variance than channel choice.
GA4, GTM, call tracking, and CRM event mapping, wired correctly, turn a black-box ad account into a decision-making instrument. Wired incorrectly, you optimize off noise. We'll walk through the architecture we actually deploy.
Specialty practices that win in organic search don't blog harder, they build entity-level authority around the procedures they actually perform. The structural decisions are different from what general SEO content advises.
Common topics
The areas that come up most often when working with healthcare practices.
Specialty experience
Experience across high-consideration healthcare markets where trust, patient experience, and consultation quality matter deeply.
Talk to Practice Growth Co
Practice Growth Co reviews the campaigns, tracking, and landing pages behind specialty healthcare practices that are spending real money on growth, and walks providers through what's working, what's wasted, and what would actually move consultation volume.