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Guides

How patients find each specialty.

A pediatric practice, a med spa and a cardiology group do not win patients the same way. Each guide in this family is written for one specialty or practice type, with costs that carry a date.

What every marketing guide covers.

The same checklist, in the same order, for every specialty, so two guides can be read side by side. A guide goes up only when every item on it is done.

  1. Who the patient is and how they search

    The condition or need, whether it is urgent or planned, insurance or self-pay, whether the patient or a referring physician chooses, and the search terms with their monthly volume and the date they were pulled.

  2. The listing and review sites that matter

    The booking, review and directory sites that fit the specialty, from the listing site directory, with how each one charges as recorded there.

  3. What paid search costs

    The cost per click and conversion rate from a dated, sourced benchmark for the specialty where one is published, and the healthcare-wide figures where it is not.

  4. The two or three channels that fit

    Where the money goes for this kind of practice and why, compared in one table: the channel, what it costs, and what to decide.

  5. The rules that bite

    Patient privacy, testimonials and reviews, texts and calls, and the rules particular to the specialty, each one named and cited on the regulator’s own page.

  6. A budget worked through

    A worked example from the patient acquisition calculator with the specialty’s benchmark chosen, and a link that opens the calculator the same way.

  7. Three questions answered

    What practices in the specialty ask most: what to spend, what testimonials and photos are allowed, and whether search ads are worth it.

  8. A verified date and the sources

    The day the guide was last checked, and every page it relies on, listed with the date it was read.

Specialties and practice types.

The family covers every specialty from the domain’s original ad pages and the practice types patients search for most. A name links to its guide once the guide is published.

Medical specialties

Practice types