Medical Practice Marketing: Build a ‘Pre‑Visit Relationship’ Before Patients Even Book

Medical practice marketing: build a ‘pre‑visit relationship’ before patients even book

If you run a private clinic, your medical practice marketing shouldn’t just be about filling your diary.

It should be about something much more powerful: building a relationship with patients before they ever step through your door.

Think of it like this: in the NHS, patients are often sent to you. In private practice, they’re effectively choosing you for a second opinion on Google. By the time they land on your website, they’re asking themselves:

• Can I trust this person with my health?
• Will they listen to me?
• Is this worth the money and the effort?

The practices that win are the ones that answer those questions clearly and calmly online, long before the first consultation.

In this guide, we’ll look at a slightly different angle on medical practice marketing: how to create a ‘pre‑visit relationship’ using your digital presence – so patients arrive already reassured, informed, and ready to work with you.

Why ‘pre‑visit relationships’ matter more in private medicine

Patients aren’t just buying an appointment – they’re buying peace of mind

For most people, booking with a private specialist isn’t an everyday decision. It’s more like:

Booking a once‑in‑a‑lifetime holiday when you’re scared of flying.

They’re nervous, they’re Googling symptoms at 2am, and they’re desperately trying to work out who feels safe.

A slick logo won’t fix that. But the right digital experience can.

When you build a relationship before they visit, you:

• Reduce anxiety – patients feel they “know” you already
• Shorten decision time – less dithering, more bookings
• Improve adherence – patients are more likely to follow your advice when they trust you
• Reduce no‑shows – people are less likely to ghost someone they feel connected to

This is where smart medical practice marketing comes in.

The ‘online bedside manner’: how you come across digitally

Most clinicians understand bedside manner in the consulting room. But online bedside manner is often forgotten.

Imagine your digital presence as a series of micro‑introductions:

• A Google search result
• A quick skim of your website on a mobile
• A glance at your photo
• A scan of a FAQ
• A reminder email before their first appointment

Each one is like a short conversation in the corridor. Done well, they all say the same thing:

“You’re safe here. We’ll explain things clearly. You’re not just a number.”

Let’s break down how to create that feeling.

Step 1: Tell your story like a calm narrator, not a CV

Most medical bios read like they were written for a conference programme, not a worried patient.

FRCS, MRCP, 25 publications, honorary this, associate that.

Impressive, yes. Reassuring? Not always.

For a strong pre‑visit relationship, your “About” content needs two layers:

1. Reassurance layer (credentials) – why you’re clinically safe
2. Connection layer (human) – why you’re emotionally safe

How to rewrite your bio for anxious humans

Use this simple structure:

1. Opening in plain English
   One or two sentences that explain who you help and how, without jargon.

   “I’m a Consultant Orthopaedic Surgeon based in London, specialising in knee and hip problems that stop people living the active lives they want.”

2. Why you care
   A short, honest note on why you do this work.

   “Over the years I’ve seen too many people put up with pain because they’re worried about surgery. My job is to help you understand all your options – surgery is just one of them.”

3. Proof you’re safe
   Then bring in the credentials, but translate them.

   “I’ve been a consultant for 12 years at X Hospital and treated over 3,000 patients with knee and hip issues. I also train younger surgeons, which keeps my own skills sharp.”

4. What it’s like to work with you
   Describe your style.

   “Patients often tell me I’m straightforward and honest. I’ll explain everything in plain language and give you time to ask questions – no rushed appointments.”

That mix of competence and warmth is the foundation of your pre‑visit relationship.

Step 2: Turn your website into a ‘first consultation lite’

Your website shouldn’t feel like a glossy brochure.

It should feel like the first 10 minutes of a good consultation.

Not a diagnosis. Not treatment. Just:

• Clarifying what you do
• Explaining what to expect
• Calming fears

The “3‑question rule” for every key page

For each main condition or service page, check you’re clearly answering:

1. “Is this the right place for my problem?”
   Use clear headings, e.g. “We help with” and list common symptoms or situations.

2. “What will actually happen to me?”
   Outline the journey in simple steps.

   • Initial consultation
   • Any tests or scans
   • Follow‑up discussion of options
   • Treatment (if needed)
   • Aftercare

3. “How will I feel during this?”
   Describe the experience, not just the process.

   “Most patients say the scan feels noisy but not painful. You’ll be able to speak to the radiographer throughout.”

When patients can mentally rehearse their visit, they feel less afraid and more in control.

Step 3: Use content as a ‘rehearsal space’, not a lecture theatre

A lot of doctors are told: “You should do content marketing.”

So they publish academic‑style blog posts that read like journal abstracts.

Instead, think of content as a rehearsal space where patients can:

• Practise asking the questions they’re scared to ask in person
• Get used to your way of explaining things
• See how you think and make decisions

Simple content ideas that build a pre‑visit bond

You don’t need to become a YouTuber. Start small with:

1. “What I wish patients knew before they see me” article

A gentle, honest piece answering things you repeat every clinic:

• Common myths (without scaring people)
• What’s not an emergency
• How to prepare so the appointment is most useful

This sets expectations and shows you understand their worries.

2. Short explainer videos (2–3 minutes)

Think of these like friendly mini‑consultations:

• “What happens in your first fertility consultation?”
• “What to bring to your first cardiology appointment”
• “How we decide whether surgery is really necessary”

Record them on a decent smartphone, in a quiet room, looking at the camera as if you’re talking to one person.

Patients don’t need cinematic quality. They need calm, clear explanations.

3. “Questions I’d ask if I were you” FAQ

Flip the usual FAQ format. Instead of dry questions like “Where are you located?”, include:

• “How do I know if private treatment is right for me?”
• “What if I’m embarrassed to talk about my symptoms?”
• “What happens if we disagree about the best treatment?”

This shows you’re comfortable with honest conversations, which builds trust before they book.

Step 4: Design your booking journey like a warm welcome, not a barrier

Even if Los Webos or another agency designs your site, you control the tone and steps.

Your booking journey should feel like being greeted by a calm, organised receptionist, not a ticket machine.

Key elements of a relationship‑friendly booking flow

1. Clear next step on every page
   Don’t make people hunt for how to book. Use gentle, clear prompts like:

   • “Ready to talk about your options? Book a consultation.”
   • “Not sure yet? Send a quick question first.”

2. Offer a low‑pressure first touch
   For some specialties, a brief pre‑consultation enquiry form or short phone triage can reduce anxiety.

   You might include:

   • “Share a brief summary of your concern (optional).”
   • “Would you prefer email or phone response?”

3. Set expectations immediately
   On the booking page, clearly state:

   • Typical wait times
   • Consultation length
   • Fee range (or at least how fees are structured)
   • What happens if they need to cancel

   Clarity here builds trust more than any fancy design.

4. Follow‑up confirmation that feels human
   Your confirmation email is a huge opportunity to deepen the relationship.

   Include:

   • A short personalised‑sounding message: “Thanks for trusting us with your care.”
   • A link to a “What to expect at your first visit” page
   • Simple directions, parking info, and any forms they can fill in ahead of time

Step 5: Use gentle reminders to stay present in their mind

Not everyone books on first visit. Some will:

• Check your site
• Get distracted
• Come back a week later

Good medical practice marketing accepts this and stays present without pestering.

Ethical, patient‑friendly follow‑up ideas

• Email mini‑series after they enquire but before they attend:

  • Day 1: Confirmation & practical info
  • Day 3: Short piece: “How to get the most from your consultation”
  • Day 5: Simple reminder & reassurance: “It’s completely normal to feel nervous – here’s what other patients said after their first visit.”

• Post‑consultation check‑ins (sent by your practice manager or system):

  • “How are you feeling after your appointment?”
  • Link to any relevant resources you mentioned in person

These touches make patients feel looked after, not processed.

Measuring if your ‘pre‑visit relationship’ is working

You don’t need advanced analytics to see if this approach is paying off.

Look for simple signs:

• Shorter phone calls – reception spend less time explaining basics
• Fewer “just checking” emails before first appointments
• Patients arriving with better questions – they’ve read your content
• Feedback like:
  • “I felt like I already knew you before we met.”
  • “Your videos really put me at ease.”

If you want to go a step further, ask new patients one question on your intake form:

“What made you decide to book with this practice?”

You’ll quickly see which parts of your online presence are building the strongest pre‑visit connections.

Common worries specialists have (and why they’re usually unfounded)

“I don’t have time to create content.”

You don’t need to write a book. Start with:

• One good “What to expect at your first visit” page
• One friendly bio in plain English
• One short video answering your most common question

A good web agency can help turn your bullet points into polished content.

“What if I say something patients misinterpret?”

You’re already explaining things daily in clinic. Use the same language you use with patients:

• Avoid detailed treatment protocols
• Focus on process and expectations, not specific medical advice
• Add a simple disclaimer if needed

“I’m not comfortable on camera.”

You don’t have to be perfect – you just have to be you, but slightly tidier.

Patients aren’t grading your performance; they’re looking for:

• Calm voice
• Clear explanations
• A sense that you care

If video really isn’t your thing, focus on clear written content and perhaps audio clips instead.

How Los Webos can help you build that pre‑visit relationship

At Los Webos, we build websites for SMEs – including private medical practices – that don’t just look pretty. They behave like an experienced clinic nurse:

• Calm, clear, and reassuring
• Organised and easy to deal with
• Quietly gathering the right information in the background

We can help you:

• Turn your existing website into a patient‑friendly “first consultation lite”
• Rewrite your bio and key pages in plain, compassionate English
• Structure simple content (articles, FAQs, videos) that answer real patient worries
• Design a booking journey that feels like a warm welcome, not a barrier

If you’d like your website to start building a genuine relationship with patients before they visit, let’s have a chat.

Visit our contact page to tell us a bit about your practice, and we’ll show you how we can turn your site into the calm, confident first impression your patients are searching for.