Growth in healthcare often begins with a simple question: How do patients find me?
Patient acquisition — the process of attracting new patients to a clinic — has never been more complex or more vital. It has moved far beyond basic advertising or word-of-mouth. Now, you need to pay special attention to your online reputation, actively build trust, and communicate in a way that alleviates patients’ biggest concerns.
Together with patient retention, acquisition forms the foundation of modern clinic growth: one draws patients in, the other ensures you stay their preferred healthcare provider.
This guide examines how patient acquisition is evolving in 2025, the challenges private providers face, and the strategies that set successful clinics apart.
Understanding patient acquisition in 2025
The way patients choose a healthcare provider has changed profoundly. A recommendation from a neighbor or a referral from a primary doctor used to be the most likely path.
Today, most journeys begin with a Google search, looking at online reviews, or with a scroll through social media. In fact, the latest research suggests that 80%+ of patients check online reviews before selecting a provider, and around 60% of them report prioritizing online reviews over personal recommendations.
This new reality is digital-first and omnichannel. Patients no longer distinguish between healthcare and other consumer decisions. The same expectations they bring to booking a flight or reading restaurant reviews now apply to scheduling a medical consultation.
In other words, convenience, transparency, and trust have become non-negotiable.
For private healthcare providers, the pressure is clear:
- Competition is fierce, as clinics battle for attention in saturated channels.
- Trust must be earned, not assumed, with credible information, authentic patient reviews, and personalized communication.
- Transparency around costs, options, and outcomes is non-negotiable.
- Accessibility — from online booking to virtual visits — is shifting from nice-to-have to essential.
Being visible is no longer enough. Providers need to be credible, responsive, and aligned with the expectations of a more informed and empowered patient.
The role of marketing in patient acquisition
Marketing has become healthcare’s front door. Before a patient calls a clinic, they have often already formed an impression — based on search rankings, online reviews, or the tone of a social media post.
These signals matter. A five-star review, a clear and mobile-friendly website, or even a thoughtful response to a patient’s comment can determine whether someone books an appointment or looks elsewhere.
In this sense, marketing is fusing with patient experience, becoming a part of the patient journey. The toolkit to use here is broad:
- Search engine optimization (SEO) ensures clinics appear where patients are looking, for both educational and promotional information.
- Social media builds familiarity and fosters trust through ongoing engagement.
- Email and SMS keep communication direct and personal.
- Paid advertising drives visibility in competitive markets and accelerates decision-making.
- Online reviews and scores influence patient trust and choice by showcasing authentic feedback, managing ratings, and addressing concerns transparently.
In the sections ahead, we’ll explore which strategies are proving most effective in 2025 and how clinics can put them into practice.
Patient acquisition strategies
Behind every new appointment, there’s a journey. Sometimes it starts with a worried late-night search on Google, other times it begins with a quiet scroll through Instagram or a conversation with a friend. However it begins, one truth holds: in 2025, the path to your clinic is almost always digital.
So how do private providers make sure that path leads to them? The following patient acquisition strategies capture how the most forward-thinking clinics are doing it — meeting patients in the right moment, and with the right message.
1. Optimize your online presence
If your clinic doesn’t show up online, it’s a problem. Patients expect to find answers instantly, and they form judgments in seconds. A clean, mobile-friendly website, a well-tended review profile (think Google or TrustPilot), and search visibility are table stakes.
What works in practice:
- Websites that load fast and speak clearly, without jargon.
- Up-to-date and consistent listings across Google Maps, directories, and local platforms.
- Basic search engine optimization (SEO) so patients find you before they find someone else.
- A clinic Google Business Profile with photos, regular updates, and clear calls to action.
Consider the case of Illinois Dermatology Institute (IDI) — a group of 17 clinics scattered across Chicagoland that once suffered from near-zero visibility. Their listings were inconsistent and often buried in search results. Then, they embarked on a local SEO overhaul: they claimed and optimized every Google Business Profile, made their website more SEO-friendly and easier to use, and started publishing patient‑centric content.
The result? A 243% year-over-year spike in Google Business Profile views, 114% more local searches, 82% more organic clicks, and a 78% leap in keyword rankings. They went from being invisible to unmissable.
2. Work on your online reviews & reputation management
For decades, a clinic’s reputation lived in whispers: neighbors, friends, or a trusted GP. Today it lives online, quantified in stars. And patients pay attention. BrightLocal’s 2023 survey found that 87% of consumers read online reviews for local businesses, healthcare very much included.
What can clinics do? Here are some ideas to get the ball rolling:
- Ask every satisfied patient to leave a review — simple, direct, and unforced.
- Respond publicly, especially to negative feedback, with empathy and professionalism.
- Highlight genuine patient stories (always respecting privacy and regulations).
- Monitor feedback regularly and use it to improve operations, not just image.
From the field: InsiderCX’s own work with Pronatal, a fertility clinic, illustrates the payoff. By systematically collecting patient feedback (1100+ comments in 8 months), responding with transparency, and raising their review score from 4.4 to 4.9. the clinic not only boosted acquisition but also deepened loyalty. Read the full case study here.
3. Invest in digital advertising
Advertising still works — it just works differently. Instead of billboards on highways, the battleground is now Google search results, Instagram stories, and the sidebar of a YouTube video. Done right, digital ads create a sense of presence and familiarity that nudges patients from awareness to action.
Where it matters:
- Google Ads: Capture patients actively searching “dermatologist near me” or “IV therapy clinic.”
- Meta (Facebook & Instagram): Hyper-local targeting and storytelling visuals.
- YouTube Ads: Explainer videos and physician introductions in pre-rolls where patients already seek health information.
- Local geotargeted campaigns: Seasonal pushes for flu vaccines or dental checkups.
Take KC Wellness Center, a weight-loss and hormone clinic battling low visibility. JSMM Tech orchestrated a blend of mobile ads and localized Google Ads tied to relevant services. They got 137,461 impressions, 135,000 video views, and — most telling — a 140% surge in patient inquiries via unpaid search channels.
4. Build trust with content marketing
Patients don’t just want to know what you do, they want to understand why it matters and whether they can trust you to do it well. That’s where content marketing comes in: articles, videos, and resources that inform before they sell.
Proven approaches:
- Blog posts that demystify treatments and conditions.
- Short, human-centered videos introducing staff and showing facilities.
- Webinars and Q&A sessions that allow real-time interaction.
- Resource hubs that answer common questions in plain language.
- Dedicated website section featuring written or video customer testimonials.
Clinic spotlight: Mayo Clinic has long been the gold standard here. Its online health library and video explainers have turned it into a global authority. While not every private clinic has Mayo’s resources, the principle is the same: educate first, acquire second. Patients remember who made them feel smarter and safer before they even walked in the door.
5. Use social media strategically (education + community engagement)
There was a time when social media for clinics meant the occasional post about opening hours or a blurry staff photo at a holiday party. That era is gone. In 2025, feeds and stories are often the first real encounter a patient has with a provider.
Take Dr. Tom Crawford-Clarke, a London dentist whose Instagram has become as much a part of his practice as his chair. Instead of sterile stock photos, his feed features pastel interiors, design-magazine aesthetics, and videos where he chats candidly about procedures. The effect is disarming: according to The Times, as many as 95 percent of Crawford-Clarke’s patients first discovered him on Instagram.
Social media, when done right, is not about vanity — it’s about visibility and trust. It’s where education, community, and storytelling converge.
How clinics can apply this:
- Share short educational videos that demystify procedures patients often fear.
- Feature consenting patients telling their own stories — unscripted and human.
- Publish or reshare testimonials in both written and video form, focusing on authenticity over polish.
- Offer behind-the-scenes glimpses — staff introductions, new equipment, or the simple rituals of daily care.
Social media doesn’t need to be everywhere. It just needs to be somewhere real — a place where patients scrolling at the end of the day pause, and think: this feels like someone I can trust.
6. Streamline booking & communication
Picture a hurried parent — juggling school pickups and a business call — trying to book a doctor’s visit only to be lost in menu options, hold loops, and portal confusion. In 2025, that frustration is often the moment when a prospective patient gives up.
If a patient wants to reach you or book an appointment, you need to make that as easy as possible.
What works in practice:
- A seamless online booking interface — clear slots, intuitive flow, minimal clicks.
- Personalized chatbot support to answer basic questions or guide scheduling.
- Automated appointment reminders via text or email to reduce no-shows.
- Offer free online consultations. This can be immensely helpful for closing the deal, especially in the context of medical tourism.
- A digital front door — hospitals and networks using call, text, and email-based access centers have reduced hold times dramatically.
A simple online scheduling system and well-timed appointment reminders will make sure that many of the interested patients do become your clients.
7. Offer telehealth & hybrid care options
Some patients have trouble leaving their home, either due to mobility challenges or time constraints. However, they would still like to get timely care. These days, telehealth and hybrid care isn’t a novelty — it’s a lifeline that expands accessibility and reach.
Tips for bringing it to life:
- Start simple, e.g., with video consultations embedded in your patient portal.
- Combine in‑person and virtual touches — like follow-up chats via telehealth after an exam.
- Train staff to help patients navigate the digital visit, and ensure it’s seamless, not second‑best.
San Francisco–based Carbon Health has woven telemedicine into the fabric of its care model. Their mobile app supports scheduling, messaging, doctor‑patient chat, and virtual visits. From a tech startup back in 2015, they evolved into a network of clinics that insist care can — and should — happen anywhere, anytime.
8. Build a network of referrals
For private clinics, building referral networks means being known — and not just seen — by other providers and institutions.
What meaningful referrals look like:
- Foster relationships with general practitioners, specialists, and allied providers.
- Share clear referral protocols and ensure timely, polished communications.
- Offer feedback loops — when the patient completes care, update referrers.
- Host CME events or educational sessions to elevate visibility.
A great example is L.A. Care’s e‑consult program in Los Angeles County. Over a thousand primary care providers used e-referrals to connect with specialists virtually, cutting face-to-face referrals by 24–48% and speeding specialist access from days to mere hours.
9. Use patient feedback to sharpen your marketing message
Imagine combing through patient comments and realizing the most-discussed phrase isn’t “state-of-the-art facility,” but “the nurse remembered my name.” That’s not an oversight, that’s a message!
Clinics that refine their marketing based on patient insights are simply echoing what matters most to the people they serve.
Here’s how to do it right:
- Automate patient feedback collection so you have a respectable sample to pull from.
- Regularly review feedback for recurring pain points or a-ha! moments that resonate with prospective patients.
- Translate those insights into marketing copy: “We provide the kindness you deserve,” instead of “We offer advanced care.”
- Address common objections upfront — for instance, “Worried about price?” — and then reply with clarity and reassurance.
- Use demographic or segment-specific data to tailor messaging to parents, professionals, older adults, and other demographics — they often have distinct concerns.
The Dermatology Partnership is a UK-based network of clinics. After implementing InsiderCX platform to collect and analyze feedback, they discovered how highly patients value their prompt follow-ups after visits. They highlighted that in their marketing materials and were able to create more effective and targeted campaigns.
10. Improve your core patient experience
Words travel fast, but nothing travels faster than word-of-mouth. When a clinic delivers an experience that feels attentive, empathetic, and seamless, it becomes its own most powerful marketing tool.
Patients don’t just remember the diagnosis — they remember the calm waiting room, the clarity of communication, and the thoughtfulness under pressure.
It takes a while to optimize PX across the whole patient journey, but it is well worth the effort. Here’s where to focus your energy:
- Design each touchpoint — booking, waiting, the visit itself, the follow‑up — for clarity and comfort.
- Train staff to listen deeply, communicate simply, and proactively check in on possible concerns.
- Streamline processes so nothing feels robotic: arrival, check-in, billing, and handoffs — they should all feel designed around the patient, not the system.
- Focus on providing patient-centered care and engaging patients to be more active participants in their care process.
For a comprehensive guide on exactly how to refine these elements — from flow to tone, from post‑visit outreach to empathy in every interaction — see InsiderCX’s in-depth guide on improving patient experience.
Calculating your patient acquisition cost
Every clinic knows what it spends on rent, salaries, or supplies. But ask about the true cost of bringing in a new patient, and the answer is often a guess. That’s where Patient Acquisition Cost (PAC) comes in — a simple metric that shows how much you spend to acquire one new patient.
The calculation is straightforward:
PAC = Total marketing costs ÷ Number of new patients acquired
[e.g., if a clinic spends €20,000 on campaigns in a quarter and gains 400 new patients, the PAC is €50 per patient.]
Sidenote: As with all customer acquisition efforts, attribution is a challenge (knowing which of the multiple touchpoints a customer had with your brand had the strongest impact on conversion). If you are running multiple campaigns across different channels, try to have supporting metrics for each channel to determine its effectiveness. Don’t forget you can ask patients in feedback surveys why they chose your clinic!
While figures vary by specialty and geography, many private clinics aim for a PAC that stays well below the expected lifetime value of a patient. If a typical patient relationship generates €1,000 over time, a €200 PAC is often considered healthy.
How to improve your PAC:
- Invest in channels that consistently drive high-intent patients (SEO, referrals, reviews).
- Automate routine outreach (reminders, follow-ups) to cut costs per acquisition.
- Use patient feedback to sharpen messaging and reduce wasted ad spend.
The most common mistakes that clinics make
Many clinics pour resources into acquiring new patients, but they stumble on predictable pitfalls too often.
The traps to avoid:
- Over-reliance on one channel: Relying solely on Facebook ads or Google search alone is risky since algorithms shift.
- Ignoring reviews: Patients check them first, yet too many clinics let their online reputation drift unmonitored.
- Failing to adapt to feedback: Patient comments contain signals that can improve messaging and care, but only if someone is actually listening.
- Underestimating compliance hurdles: Privacy laws, consent protocols, and ad restrictions can derail campaigns if not planned for.
The good news? Each of these missteps carries its own lesson; learning from them prevents waste and positions your clinic to compete smarter.
This brings us to the final step — putting modern tools to work.
Improve new patient acquisition with InsiderCX
The challenges of patient acquisition — reviews, communication bottlenecks, fragmented feedback — need to be tackled systematically. Clinics need practical systems that keep them credible and competitive.
InsiderCX is designed for that reality. Our platform helps clinics:
- Collect patient feedback at scale and transform it into actionable insights through AI sentiment analysis.
- Generate and manage online reviews, turning satisfied patients into advocates.
- Streamline communication touchpoints like reminders and follow-ups.
- Translate data into smarter marketing decisions, improving ROI.
In the near future, the clinics that stand out will be those that prioritize trust, transparency, and accessibility. InsiderCX offers the scaffolding to make that possible — not as an add-on, but as the engine behind acquisition and growth.
If acquisition is the front door to your clinic, make sure it opens smoothly. Start the journey with the tools that help patients not only find you, but choose you!
Schedule a quick demo with our team to see how other clinics are leveraging InsiderCX data to attract (and retain) more patients.
