The problem in healthcare and wellness marketing

Independent practices compete with hospital systems, franchise clinics and the practice down the street. The problems are familiar, with a privacy layer on top:

  • Invisible on the map. When someone searches for a physical therapist, chiropractor or dentist nearby, the map results get a large share of attention. An incomplete Google Business Profile, with wrong hours, few photos or a missing service list, quietly sends patients elsewhere.
  • Reviews are thin or old. Satisfied patients rarely review unless asked; unhappy ones often do.
  • Ads that track the wrong things. Many practices run Google Ads that report clicks but can't connect them to booked first visits. Others installed tracking pixels years ago without reviewing what data those pixels send.
  • Platform rules are stricter. Google and Meta both have health-specific advertising policies, and some services require certification or face targeting limits. As of 2026, both restrict personalized targeting based on health conditions. Campaigns built without that in mind get disapproved or underperform.
  • Some listings get neglected. Multi-location practices often have one strong listing and several weak ones.

What we build for healthcare and wellness practices

  1. Google Business Profile optimization. Accurate categories, services, hours, photos, booking links and regular updates for each location, plus guidance on provider listings where they apply.
  2. A compliant review request process. Consistent post-visit review requests without incentives or clinical references, and response templates you approve with your advisor.
  3. Google search campaigns by service. Campaigns targeting people searching for the services you offer in your area, such as new-patient exams, sports injury physical therapy or massage therapy, each pointed to a specific page, built within Google's healthcare ad policies.
  4. Local SEO and service pages. Pages for each service and each town you draw patients from, written to explain what to expect and how to book, never making clinical claims or promising outcomes.
  5. Privacy-conscious tracking. Lead source tracking that connects campaigns to booked appointments in your CRM, with your compliance advisor reviewing what tracking runs on patient-facing pages.
  6. Monthly reporting on booked visits. Reports showing new-patient appointments by source, not just impressions or clicks.

How it works

  1. Audit. We review your ad accounts, Google listings, website tracking and reviews to find gaps and risks.
  2. Build campaigns. We set up campaigns around your service area and the services you most want to grow, within platform health policies.
  3. Launch and track. We connect campaigns to your CRM so each inquiry is followed through to a booked visit, using a tracking setup your practice has approved.
  4. Optimize monthly. We report what's producing appointments and adjust budget and campaigns.

We don't promise a set number of new patients or a fixed cost per booking. Results depend on your market, services, competition and budget. RGS doesn't provide legal or compliance advice, and ad copy should never make medical claims.

What to look for (even if you don't hire us)

  • Ask what tracking is on your site. Any agency should be able to list every pixel and tag and what it collects.
  • Check ad policy experience. Ask how they handle Google's and Meta's healthcare policies and any certifications your services need.
  • Review response rules. Make sure anyone responding to reviews for you knows never to confirm a patient relationship.
  • Booked-visit reporting. Clicks and impressions aren't enough. Ask how they'll show appointments by source.
  • Account ownership. Ad accounts and listings belong in your name.
  • Vendor agreements. If an agency will handle patient information, ask your compliance advisor whether a BAA is needed.

Get found by the patients already looking

RGS runs Digital Marketing for local practices with leads tracked through to booked visits. See our full approach for healthcare and wellness practices, and read our Google Business Profile checklist, which applies to practices as much as contractors.