HEALTHCARE MARKETING BY SPECIALTY
Ten specialties. Ten different marketing playbooks.
Patient acquisition for psychiatry shares almost nothing with cosmetic dermatology. A pediatric clinic markets differently than an IVF center. We calibrate per specialty — here are the 10 we currently work in.
Specialty is the design constraint
The same agency tactic across two specialties is two different campaigns.
Search intent, patient consideration window, compliance exposure, referral economics, brand sensitivity — every dimension shifts with specialty. An IVF inquiry takes three to six months from first search to consultation. A dental cleaning booking happens in 48 hours. Marketing those two with the same funnel wastes both budgets. We start every engagement with the specialty playbook, not the template.
Specialty list
What changes per specialty
Four levers we tune for each specialty.
Search intent depth
Some specialties get 90% transactional queries ("dentist near me"). Others get 90% research queries ("IVF success rate by age"). Content strategy reverses accordingly.
Compliance posture
Psychiatric, fertility, oncology, and cosmetic specialties carry the heaviest DMR Act exposure. Comparative dental claims fall under MCI. We map each specialty's red lines before creative.
Referral vs. direct economics
Cardiology and orthopedics often run on referral economies. Cosmetic and dental run direct-to-patient. Funnel design and channel mix change with the economics.
Consideration window
IVF: six months. Knee surgery: three months. Dental cleaning: 48 hours. Nurture flows, retargeting cadence, and email frequency all flex to the window.
What stays the same
Three patterns that compound across every specialty.
- 1
Locality-first SEO
Specialty + locality is how patients actually search. "Dermatologist in Banjara Hills" beats "best dermatologist" every time. The structure works in psychiatry, dental, IVF — every specialty we ship.
- 2
Credential-led trust
Patient decisions in every specialty lean on the practitioner's credentials. We surface them honestly and visibly — degrees, certifications, hospital affiliations — without inflating or comparing.
- 3
Operating-cadence consistency
Weekly reviews, monthly outcomes, quarterly board check-ins — the cadence is specialty-agnostic and is what makes the long-term work compound. Every engagement runs on the same operating rhythm.
Off-list specialties
We’re conservative about what we say we know.
These 10 are specialties we’ve shipped real work in. ENT, ophthalmology, pulmonology, gastroenterology, oncology — we’ve consulted on these but don’t yet have enough engagement depth to publish a playbook. If you’re in an off-list specialty, the discovery call is still worth having — we’ll tell you honestly whether we’re a fit.
Book a discovery callHealthcare is too important to be marketed casually.
Twenty-minute discovery call. No pitch. We listen, ask three questions, and tell you whether we can help.