A Real-World Healthcare Marketing Plan Example

Why This Healthcare Marketing Plan Example Works

Unlike vague strategies or overused templates, this walkthrough is based on real campaigns that consistently drive patients into clinics. It combines budget planning, offer crafting, landing page strategy, keyword research, and CRM integration into one smooth system.

Step 1: Set Your Budget with Realistic Expectations

Before anything else, decide how much you're willing to invest. Your budget influences how many people see your ad, what keywords you can bid on, and how fast you get data to make decisions. For most healthcare-related keywords, a minimum monthly budget of $1,500 is recommended.

Why so much? Because Google Ads is an auction. If you're bidding on competitive terms like “Botox near me” or “orthopedic surgeon Orlando,” low bids will rarely get shown—and when they do, it’s often at odd hours or in less visible placements. A healthy budget allows you to test more keywords and reach more qualified searchers quickly. This is because you will be able to test and refine your keywords much faster and efficiently than a low ad spend.

Step 2: Pick a Patient-Centered Offer

Your offer is what makes people click. It’s the hook. The reason they take action today instead of scrolling past. It is important to make sure that 

Generic offers like “15% off” rarely generate excitement. Instead, aim for offers that are easy to understand and feel valuable. Something like:

• “BOGO: Buy One IV Drip, Get One Free”
  
  
• “Save $75 on Your First Laser Treatment”
  
  
• “Free Consultation + $50 Credit Toward Services”
  
  

These are quick to read, easy to share, and tied to real savings. Also, consider seasonal relevance—January weight loss promos or summer skin treatments—but plan these at least 3 months in advance to allow for setup, ad approval time, and actually to convert these leads fully. Depending on the sie of yor service, meaning a surgery vs botox, the time to purchase can be much longer than many providers think. A liposuction conversion on average takes anywhere from 60-90days after the lead for is filled up to make a purchase. This is beacuse people need time to contemplate and make sure they are ready.

Step 3: Research the Right Keywords

Now it’s time to find out what people are actually searching for in your area. You can use Google’s Keyword Planner (inside Google Ads) to see:

• Search volume (how many people are typing that phrase each month)
  
  
• Cost per click (how expensive it is to advertise for that keyword)
  
  

Start by looking up core services like “chiropractor for back pain” or “lip filler near me.” Then look at related terms or even common symptoms. For example, “neck stiffness treatment” might be a cheaper keyword than “physical therapist Orlando” but bring in just as relevant patients.

Pay attention to intent. Keywords with clear buying intent (e.g. “book a medspa consultation”) are often more expensive—but worth it.

Step 4: Build a Landing Page That Converts

Your landing page is where the ad traffic lands. This is not the place to send them to your main website’s homepage. That’s a fast way to lose interest. Instead, build a standalone landing page—ideally on a subdomain like book.yourclinic.com or a clean separate domain. If yo want to buy a new domain yo can use services like GoDaddy and if you want to create a subdomain, you need to do that through your domains DNS settings. If you are not sure how to do this, ask your website person or find where you domain in hosted and contact support for assistance. If you want a custom built landing page done for you, check out our digital marketing services.

Tools like Framer or Webflow are ideal for this if you want modern, fast-loading designs without needing a developer.

Here’s what a good landing page should do:

• Match the ad offer exactly
  
  
• Load in under 1 second
  
  
• Include a form with name, phone, email, and a short message field
  
  
• Use clear headlines and subheadlines that focus on what the patient gets
  
  
• Feature relevant images that match your brand and service
  
  
• Handle objections (explain safety, results, or common questions)
  
  
• End with a strong call to action like “Book Now” or “Claim Your Offer”
  
  

Your landing page is arguably the most important part of your campaign. If it doesn’t speak to your audience clearly, you’ll waste ad dollars on people who click but never fill out the form. Google is also very critical of your landing page. Invest in software that has very fast load speeds and is SEO optimized for healthcare marketing using proper heading structure and basic SEO practices.

Step 5: Set Up a CRM and Follow-Up Automation

This step is what separates a successful campaign from a wasted one. When someone fills out your form, there should be an automatic system in place that does three things:

1. Notifies you immediately
   
   
2. Sends a confirmation message to the lead (email and/or SMS)
   
   
3. Initiates a follow-up sequence (ideally within 3 minutes)
   
   

You can use tools like GoHighLevel, HubSpot, or even Zapier to connect your form to your CRM and automate follow-ups. The faster you respond, the better the chance that the patient books. You need to have a system that will send them an SMS and email within three minutes. You want to reach out to them and start the conversation when they are at their peak interest and are actively searching for your services.
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Like mentioned earlier, depending on your service, you may need to set up these follow ups for a very long time. This could include 2-3 SMS/Emails per week for 2+ months to get them fully comfortable with you. Make sure all of your emails and SMS keep the same tone and branding. This will reinforce the brand trust much faster and decrease the amount of time it takes to convert that lead.

Even if you don’t have a complex CRM yet, you need at least basic automation to avoid losing hot leads while they’re still thinking about you.

If you are looking for custom built healthcare marketing automations, reach out to our team!

Step 6: Create Your Google Ads Campaign in Ads Manager

Now that the structure is in place, it’s time to go into Google Ads Manager and build the actual campaign.

When you set it up, here’s what to focus on:

• Campaign type: Start with a basic Search Campaign
  
  
• Target location: Zip codes, city radius, or your exact service area
  
  
• Daily budget: Based on your overall monthly budget
  
  
• Keywords: Use the ones you researched in Step 3
  
  
• Ad copy: Use headlines that mirror your offer, like “BOGO Lip Fillers - Book Today”
  
  
• Landing page: Connect directly to the page you created
  
  
• Ad extensions: Add call buttons, sitelinks, or service details for bonus clicks
  
  

This guide isn’t meant to walk through every screen in Ads Manager—but don’t overthink it. Keep your copy clean, relevant, and aligned with what the user is searching for. A good way to see if you are on the right track is to look at what other practices around you are doing. What title are they putting? What does their Meta description look like? This will put you on the right track for getting the perfect set-up.

Step 7: Review, Refine, and Optimize

A few days after launch, you’ll begin to see results. This is where the real work begins.

Look at:

• Lead quality: Are the people reaching out a good fit?
  
  
• Cost per lead: Are you paying $20 or $200 per submission?
  
  
• Keyword performance: Which ones are getting clicks? Which convert?
  
  

You may find that some keywords eat up budget but produce nothing. Pause them. Others might be getting leads at a low cost—double down on those. Adjust your bidding, update your landing page, and tweak your ad headlines to test new angles. Optimizing your keywords is to get the most amount of revenue in the business as possible through a specific budget. So optimizing is adding a few words, removing a few words, maybe increasing budget on a specific word etc finding the perfect balance of spend for your goals.

This part takes patience, and every clinic’s data will look different. The goal is to gradually increase volume while lowering your cost per lead.

Final Thoughts

This healthcare marketing plan example is built on the idea that no single part works on its own. Your budget affects your speed. Your offer affects your click rate. Your landing page affects conversion. Your CRM affects follow-up and revenue.

When each part is planned intentionally, even small practices can compete with larger providers.

If you need help crafting your landing page, building automations, or managing your campaigns—our team at Nexamed has done this dozens of times. But even if you go it alone, this guide will help you set the right foundation.

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