Medical practice marketing: how to build a ‘continuity of care’ brand online
If you run a private clinic, you already know how to attract patients in the short term: pay-per-click ads, directories, maybe a bit of social media.
But the real power of medical practice marketing isn’t just filling next week’s clinic list. It’s turning one-off appointments into long-term, loyal patients who trust you with their health for years.
Think of it like this: instead of being the “walk-in chemist”, you want to be the “family GP” – the person people come back to, again and again, because you know them.
Online, that’s what a continuity of care brand does.
In this article, we’ll look at how to build that feeling digitally – so patients feel cared for before they book, between appointments, and long after they’ve left your waiting room.
What is a ‘continuity of care’ brand (and why should you care)?
In medicine, continuity of care means patients see the same clinician over time, with joined-up notes and a clear plan. They feel:
- Known
- Remembered
- Looked after, not just processed
Now imagine your online presence did the same.
Instead of a website that simply shouts “We offer X, Y and Z treatments”, your digital footprint:
- Recognises what patients are worried about
- Offers steady, calm guidance at each stage of their journey
- Makes it easy to stay in touch and follow up
That’s continuity of care as a marketing strategy.
And it matters because:
- Retained patients are more valuable – it’s far cheaper to keep a patient than to find a new one
- Trust takes time – especially in healthcare, where decisions are emotional as well as logical
- Reputation grows with relationships – long-term patients are the ones who recommend you to family and friends
Instead of thinking “How do I get more bookings next month?”, ask: “How do I build lifelong relationships with the right patients?”
A different angle on medical practice marketing: think like a long-term health plan
Most marketing behaves like a quick prescription: “Take this ad, expect results in 7–14 days.”
A continuity-of-care brand is more like a long-term health plan:
- Regular, consistent touchpoints
- Small, manageable actions
- Measurable improvement over time
You’re not just treating a symptom (empty slots next week). You’re building a healthier, more stable practice.
Let’s break this into three stages:
- Before the first appointment – building calm, confident trust
- Between appointments – staying present without being pushy
- After treatment – turning good outcomes into long-term relationships
1. Before the first appointment: make patients feel “known” already
For most patients, your website is their first consultation with you – they’re silently asking:
“Does this person understand what I’m going through, and can they help me specifically?”
Your job is to answer that before they ever call.
Speak to conditions and concerns, not just services
Many medical sites read like a menu:
- Knee arthroscopy
- Hernia repair
- Skin lesion removal
Useful, but cold.
A continuity-of-care approach adds context and emotion:
- “Struggling to climb stairs because of knee pain?”
- “Worried a changing mole might be something serious?”
- “Back pain making work a daily battle?”
Use headings and short paragraphs that mirror what patients type into Google and say out loud in your consulting room.
Show your approach, not just your qualifications
Your CV matters, but your bedside manner matters more to anxious patients.
On your website, explain:
- How you listen – e.g. “Your first appointment is 45 minutes so we can properly understand your history and concerns.”
- How you decide on treatment – e.g. “We’ll talk through all appropriate options, including non-surgical approaches where possible.”
- How you communicate – e.g. “You’ll leave every appointment with a written summary and clear next steps.”
This reassures patients that they won’t be rushed, dismissed or confused.
Use simple pre-appointment education
Think of pre-appointment content like the information leaflets in a good waiting room – but better organised and easier to find.
Ideas:
- “What to expect at your first visit” page
- Condition overviews in plain English (no Latin needed)
- Explainer diagrams or short videos for common procedures
This doesn’t have to be fancy. A 2–3 minute video filmed on a decent phone, where you calmly explain a procedure in layman’s terms, can do more for trust than another line of certificates.
Analogy: Your website should feel like a friendly nurse explaining things before the doctor walks in – calming, clear and human.
2. Between appointments: stay present without feeling “salesy”
This is where most medical practice marketing goes quiet. The patient leaves, and… nothing, until they remember to book again.
Continuity of care means you don’t disappear.
Set up simple, ethical email touchpoints
You don’t need a complex funnel. Start with 2–3 basic, patient-friendly emails that feel like part of good clinical practice, not sales.
Examples:
a) Post-consultation summary email
- Thank them for attending
- Recap the key points in plain English
- Link to any relevant resources on your site (e.g. exercise sheets, FAQs)
- Remind them how to get in touch if things change
b) Follow-up reminder email
- Gentle nudge if a review is clinically appropriate
- “It’s been six months since your last check-up for X. If you’ve noticed any change in Y or Z, it may be worth booking a review. You can do that online here.”
c) Care-plan support email
For chronic conditions, send a short sequence across a few weeks:
- Week 1: “Getting started with your exercises/medication”
- Week 2: “Common worries and what’s normal”
- Week 4: “When to contact us sooner rather than later”
This feels like good medicine – because it is. Marketing is simply what makes sure it actually happens.
Use your blog as a “patient handbook”, not a news board
Many practice blogs are either empty or full of clinic news patients don’t really care about.
Instead, treat your blog like a digital patient handbook. Each article should answer a specific, recurring question you hear in clinic.
Examples:
- “Is my joint pain normal for my age?”
- “Should I be worried about this type of headache?”
- “What’s the difference between NHS and private treatment for X?”
Include:
- Clear, reassuring explanations
- Simple red-flag lists: when to seek urgent help
- What patients can do at home
- How you typically investigate and treat the issue
Over time, this builds a library you can link to from appointment letters, emails and even QR codes on printed leaflets.
3. After treatment: turn good outcomes into long-term relationships
Discharge doesn’t have to mean “goodbye forever”. In a continuity-of-care brand, it means:
“You’re better now, but we’re still here for you and your family when you need us.”
Make reviews part of closing the loop
You already know online reviews matter (and we’ve probably covered that in another post). Here, the angle is different: reviews as part of the care journey.
Frame your request like this:
- “Your feedback helps other patients who are feeling just like you were a few months ago to feel less anxious about seeking help.”
You can:
- Include a review link in your discharge email
- Provide a small card with a QR code linking to your review page
This isn’t about chasing stars – it’s about making patients feel their story can help someone else.
Create “aftercare” content for common procedures
Rather than a single sheet of paper that gets lost, build a simple online aftercare hub for each major procedure or treatment.
Include:
- Printable PDF instructions
- Short videos demonstrating exercises or wound care
- A clear “what’s normal vs what’s not” section
- Contact details and emergency guidance
This is gold for continuity-of-care marketing because:
- Patients return to your site again and again
- They’re more likely to share your link with family members helping them recover
- You demonstrate you care what happens after they leave theatre
Invite patients to stay connected (on their terms)
You don’t need to be a TikTok star, but having at least one channel for ongoing, low-level contact helps.
Options:
- Quarterly email newsletter – with seasonal tips, clinic updates, and a few educational pieces
- Professional social media (LinkedIn, Facebook, Instagram) – sharing short, myth-busting posts and behind-the-scenes glimpses of your team (within GMC and ICO guidance, of course)
Make it clear:
- They can unsubscribe at any time
- It’s information, not promotion
- You won’t share their details with anyone else
Practical examples: how this looks for different specialties
To make this concrete, here’s how a continuity-of-care marketing mindset might look in different private practices.
Example 1: Orthopaedic surgeon
- Before: Condition pages written in patient language – “knee pain when running”, “hip stiffness in the morning”
- Between: Email sequence after joint replacement with exercise videos and milestones
- After: One-year check-in email asking how mobility is, with an option to book assessment if issues return
Example 2: Dermatologist
- Before: “Is this mole worrying?” guide with photo examples and clear red flags
- Between: Seasonal emails about sun safety, eczema flare-ups in winter, etc.
- After: Gentle annual reminder for skin checks for high-risk patients
Example 3: Mental health specialist
- Before: Articles on “What to expect from your first therapy session” and “How to talk to your family about starting treatment”
- Between: Weekly resource emails for the first month with coping tools and reassurance
- After: Optional check-in at three and six months after discharge, with links to self-help content
In each case, marketing isn’t a separate activity – it’s simply good care, delivered consistently and visibly online.
Key digital building blocks you’ll need
You don’t have to overhaul everything at once. Focus on getting a few foundations right:
1. A patient-friendly, fast website
Your website should:
- Load quickly on mobile
- Use simple language and clear headings
- Make it easy to book or enquire online
If your site feels clunky or confusing, patients will assume their experience with you might be the same.
2. Clear, joined-up content structure
Think in journeys:
- “I’m worried about a symptom” → educational content
- “I’m thinking about booking” → about pages, fees, what-to-expect pages
- “I’ve booked” → pre-appointment and aftercare content
Organise your navigation and internal links to guide people along these paths.
3. Simple automation (not a monster CRM)
You don’t need to drown in software. Often, a combination of:
- Your booking system
- A basic email marketing tool
- A content management system (CMS) like WordPress
…is enough to:
- Trigger post-appointment emails
- Send occasional newsletters
- Update website content easily
At Los Webos, this is exactly the sort of “light-touch tech” we set up for clinics so it feels manageable, not overwhelming.
Keeping it ethical and compliant
Healthcare marketing comes with extra responsibility. A few guardrails:
- No overpromising – be honest about outcomes and risks
- Respect privacy – get explicit consent for any testimonials or case studies
- Follow GMC and ASA guidance – especially around claims, comparisons and inducements
- Be clear about fees – no nasty surprises
The good news? A continuity-of-care approach naturally leans towards ethical marketing – it’s about clarity, education and support, not pressure.
How Los Webos can help you build a continuity-of-care brand
If your current medical practice marketing feels a bit like firefighting – rushing to fill next month’s clinic list – a continuity-of-care approach can give you breathing space.
At Los Webos, we specialise in helping UK-based private specialists and clinics to:
- Turn their website into a calm, confident first consultation
- Map patient journeys and build content that supports each stage
- Set up simple, compliant email touchpoints that feel like good medicine, not hard sell
- Improve site speed, mobile experience and SEO so the right patients actually find you
If you’d like your online presence to reflect the quality of care you deliver in person – and to create long-term, trusting relationships with the right patients – we can help.
Book a quick, no-obligation chat with Los Webos and let’s explore how to turn your website and digital marketing into a true continuity-of-care experience for your patients.