7 Mid-Year Marketing Moves Every Clinic Should Make

Welcome back to the Clinic Marketing Podcast. I'm your host, Darcy Sullivan from Propel Marketing and Design, and we are officially almost at the middle of the year, which makes this a great time to ask yourself a simple question. If you keep doing exactly what you're doing right now, will you hit your goals for marketing by the end of the year? For many clinic owners, the answer is probably no, and that's okay The good news is that summer is often the perfect time to make some adjustments.

Patient volume might be slightly different, schedules may be a little bit more flexible, and you probably have the opportunity to work on your business instead of consistently working in it. So today, I wanna walk you through seven marketing moves that every clinic should consider making before fall arrives. Let's start with number one, and that is to review what's actually working. Before you start creating new marketing campaigns, it's time to take a look at your existing data.

Ask yourself, "Where are our new patients coming from? What services are generating the most inquiries? Which pages of our website are getting the most traffic? Which blog posts are attracting the most visitors?

And what Google Business Profile activities are driving the most engagement?" Many clinic owners spend time finding the wrong things because they never look at what is already working. So before adding anything new, you want to identify your top-performing assets. You may discover that doubling down on a few successful strategies will produce better results than starting from scratch.

Number two, it's time to refresh your Google Business Profile listing. Now, we love talking about your Google Business Profile listing on this show, and if you haven't updated your Google Business Profile in a few months, now is the time to do so. You want to review your business description, your categories, your services, your hours, your photos, your appointment links, and all those details that truly matter. Google continues to rely heavily on your Business Profile information to help rank your company appropriately, as does AI-powered searches.

So a profile that hasn't been updated in a year or even in a few months can send a very different signal than one that's actively maintained. Number three, audit your website's most important pages. You don't necessarily need a new website. If you do, we would love to chat with you.

Feel free to book a discovery call. But in most cases, clinics just need better pages. So you want to review your homepage, your about page, your service page, your specific services pages, your condition page, and your specific conditions pages, and if you have multi locations, then your location pages. And ask yourself, "Would a first-time visitor immediately understand who we help, what we do, where we're located, what makes us different, and how to book an appointment or how to take the next action?"

Many clinic websites have plenty of information, but they lack clarity. So this is a good time to go in and simplify your messaging and strengthen those calls to actions. Number four: fill content gaps before your competitors do. One of the easiest ways to improve SEO is by identifying topics your patients are already searching for.

Look at frequently asked questions, common conditions, common services or modalities or treatment options, however you would like to word that, and patient concerns. Then ask yourself, "Do we have content for these topics?" Many clinics have good service pages, but they're s- missing the supporting content that goes into detail or answers patient-specific questions. Those gaps create opportunities for your competitors to move ahead of you or for you to take some action and jump ahead.

This content will help attract traffic that could be yours. Number five, update old blog posts. This is one of the most overlooked SEO strategies. You don't always need new content.

Sometimes updating existing content produces better results. So take a look at some of your old, older blog posts and ask yourself, do these need to be revised? Could some of these old blog posts be combined and made into a better blog post? Are they missing internal links?

Do they need service references? Do they include outdated information? Google often rewards content that stays current and relevant. So a refreshed article can sometimes outperform a brand-new one.

Number six, build more local authority. AI search and traditional search both rely on heavy trust signals, so now is a great opportunity to look at increasing your local authority. So consider how you can get involved in the community through community events, local sponsorships, creating guest speaking opportunities or guest blog opportunities, podcast interviews, and partnerships with complementary businesses. The goal is to create more places online where your clinic is mentioned, referenced, and associated with experience.

In an ideal world, these would also provide links back to your website, what we call backlinks. Authority is becoming increasingly important as AI systems evaluate which businesses deserve more visibility Number seven, time to plan your fall marketing now. One of the biggest mistakes clinic owners make is waiting until they need patients before they start marketing. The best time for planning your fall content is during the summer.

So think about blog post topics, patient education campaigns, seasonal services, workshops, community events, and your email marketing campaign. This way, when fall arrives, you'll already have a plan in place instead of scrambling for ideas. Listen, the second half of the year goes by fast, and if we're being honest, I feel like the first part of the year has already flown by. Before you know it, summer turns into fall, which turns into holidays, and then another year is over.

The clinic that finishes the year strong usually are not the one doing dramatically different marketing. They're the one cons- the ones consistently improving throughout the year. So start with one or two items from today's list. Maybe update your Google Business Profile or repl- these important services pages, maybe publish or update a blog post, review your website traffic.

These small actions taken now can create meaningful momentum for the rest of the year. And if you would like help identifying the highest impact opportunities for your clinic's website, SEO, Google Business Profile, or AI visibility, please visit our website or the link in the show notes to book a discovery call. We'd be happy to help you create a plan for the second half of the year.