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Hey again — it's Steve with Healthcare Marketing Vitals!

You need to be different, not just better.

Better gets outcomes. Different gets income.

This isn't just a catchy phrase – it can be the difference between surviving and thriving in a competitive market.

Many practices–understandably–focus entirely on clinical excellence (the "better" part), but struggle to communicate what makes them truly unique (the "different" part).

In This Week’s Email:

• [2-3 min] David & Goliath: Competing with telehealth giants like Teledoc & BetterHelp

• [1-2 min] By the Numbers: PPC performance benchmarks for healthcare practices

• [30 sec] In the Know: Three healthcare marketing stories worth your time

• [30 sec] Paradigm Shift: Reverse your marketing funnel analysis

SPOTLIGHT

David & Goliath: Learning From & Leveraging Telehealth Behemoths

2-3 min. read

The healthcare landscape has shifted beneath our feet.

Your practice isn't just competing with the provider down the street anymore – you're up against venture-backed telehealth giants with nine-figure marketing budgets and armies of UX designers.

Practice owners can be tempted to agonize over this reality. Some feel defeated before they even begin. Others double down on what they've always done, hoping patients will recognize quality over convenience.

Both approaches miss a crucial insight: The telehealth revolution actually created remarkable opportunities for savvy local practices.

The Counterintuitive Advantage

Platforms like BetterHelp, Talkspace, and Teladoc have spent millions establishing a new healthcare paradigm – training millions of patients to expect certain experiences and solving major adoption challenges.

Rather than starting from scratch, you can leverage their expensive market education.

Let me explain what I mean.

When Teladoc launched, they had to convince skeptical patients that virtual care could work at all.

Now that battle is won.

Patients understand telemedicine – they just need to know why your telehealth option outshines the corporate alternative.

The Psychology Behind Platform Success

These platforms have mastered the art of reducing friction in the patient journey.

They've identified the psychological barriers that prevent people from seeking care:

• The dreaded phone call to schedule an appointment

• The anxiety of not knowing costs upfront

• The uncertainty about provider fit

• The hassle of complicated intake processes

By eliminating these barriers, telehealth giants have created a blueprint for what modern patients expect.

This is valuable intelligence you can apply in your own practice.

Strategic Integration, Not Imitation

The key is to selectively adopt what works while emphasizing what makes your practice different. Here's how to thread this needle:

1. Humanize the Digital Experience

Big platforms can feel impersonal. Even their attempts at personalization are algorithmically driven.

This creates an opportunity.

Introduce your providers through authentic 90-second videos that showcase genuine personality traits and caring – not just credentials.

2. Create a Hybrid Advantage

One of the most overlooked opportunities is the ability to seamlessly blend virtual and in-person care.

Most big platforms are virtual-only, creating a significant gap you can fill.

You can offer initial consultations via telehealth, and highlight that you also offer in-person care for treatments that benefit from physical presence.

This gives patients the convenience they want without sacrificing clinical quality.

3. Emphasize Continuity and Relationships

Large telehealth platforms can struggle with provider consistency.

Patients might end up seeing different providers on subsequent visits based on availability.

You can leverage this by positioning your practice around the concept of relationship-based care. Patients aren't just getting access to a provider – they're building a relationship with a specific professional who knows their history.

In your marketing, highlight the longitudinal benefits of consistent care.

This isn't just a feel-good message – it's backed by research showing better clinical outcomes with provider continuity.

4. Specialize Strategically

Big platforms aim for volume through broad appeal.

Your practice can thrive by going deep instead of wide.

Develop and market specialized expertise in specific conditions that matter to your community.

This doesn't mean turning away other patients – it means being the go-to resource for particular needs.

Real-World Language That Works

The telehealth giants have A/B tested thousands of messaging variations.

You don’t have to pay for that.

You can study their most effective language and adapt it to your practice.

Instead of: "We offer flexible scheduling options." → Try: "Book online in 60 seconds – including evening and weekend appointments."

Instead of: "We accept most insurance plans." → Try: "Check your exact coverage and out-of-pocket costs instantly."

Instead of: "Our providers are highly trained." → Try: "Work with Dr. Evans, who specializes in treatment-resistant depression using an integrated approach combining CBT and somatic techniques."

The Competitive Reality

The numbers are sobering but important to understand:

• BetterHelp has over 35,000 therapists in their network

• Teladoc works with more than 55,000 providers across specialties

• These platforms spend upwards of $100 million annually on marketing

You'll never outspend them.

But you don't have to.

Their very size creates vulnerabilities you can exploit with a more nimble, personalized approach.

The Bottom Line

The telehealth revolution isn't a threat – it's market research at unprecedented scale that you get for free.

The giants have already identified what patients want and how they want it delivered.

Your job is to take those insights, combine them with your unique local advantages, and create a compelling alternative that's both better AND different.

That's how David beats Goliath in the world of telehealth.

BY THE NUMBERS

Pay-Per-Click Ad Performance Benchmarks for Healthcare Practices

1-2 min. read

If you're running Google Ads for your practice, it's crucial to know how your performance compares to industry standards. Let's break down the numbers across different healthcare specialties:

Cost Per Lead Variations by Specialty

The cost to acquire a qualified lead varies dramatically across healthcare categories:

• Massage Therapy: $15.80 (lowest)

• Opticians/Eyewear: $22.65

• Hospitals & Clinics: $33.45

• General Dentistry: $43.38

• Chiropractic Care: $57.97

• Diet & Weight Loss: $75.19 (highest)

What This Means: Specialties with higher lifetime patient value typically have higher acquisition costs. Your budget should align with your patient economics.

Click-Through Rate (CTR) Winners

Which healthcare ads get clicked most often?

• Massage Therapy: 8.49% CTR

• Assisted Living/Elder Care: 6.36%

• Addiction Recovery: 6.34%

• Opticians/Eyewear: 6.06%

• Hospitals & Clinics: 5.68%

• Chiropractic Care: 4.09%

What This Means: Specialties addressing immediate needs or pain points tend to see higher engagement. Craft your ad copy around urgent patient problems for better performance.

Cost Per Click

The average cost when someone clicks your ad:

• Massage Therapy: $1.73 (lowest)

• Personal Fitness: $3.16

• Hospitals & Clinics: $3.63

• Opticians/Eyewear: $4.01

• Chiropractic Care: $5.42

• Addiction Recovery: $7.77 (highest)

Budget Benchmarks

Monthly PPC spend averages across specialties:

• Massage Therapy: $500

• Personal Fitness: $1,000

• Chiropractic Care: $1,025

• Opticians/Eyewear: $1,200

• Hospitals & Clinics: $1,500

• Diet & Weight Loss: $2,000

Is your practice's PPC performance in line with these benchmarks?

If you're significantly above these costs or below these engagement rates, it may be time to reevaluate your campaign strategy.

Data compiled from localiq.