Patient lead generation is a different beast

First, patient lead generation is a different beast compared to traditional consumer marketing.

In healthcare – especially for services like bariatric surgery, fertility treatments, eye surgery, or cosmetic procedures – every purchase decision starts with trust. Before patients even consider treatment options, they’re on a journey that’s part emotional and part informational.

So you need to understand the patient journey. You need to know where the potential is – but also the why behind patient decisions. From the first moment of awareness to the first consultation, to making a purchase, different stages call for different strategies.

👆 At the top of the funnel, mass media and social platforms are key to raising awareness. Patients aren’t always searching for a solution – they might just be starting to recognize a problem.

👉 In the middle of the funnel, it’s about nurturing the interest. Educational content, testimonials, and simple user journeys can make all the difference in guiding someone from “maybe” to “let me look into this.”

👇 And at the bottom? It comes down to the people – clinic staff, communication style, the clarity of information, and how approachable the process feels. This is where trust is won or lost.

*** HERE IS THE PROBLEM: Many clinics struggle especially at the bottom of the funnel. The clinical team are experts in treatment, but not always in storytelling, empathy, or lead nurturing.

Understanding your funnel – and to tailor the tactics to where the patient is on their journey – isn’t just good marketing. It’s good care.