The 5 Biggest Marketing Mistakes Healthcare Practices Make

Many healthcare practices invest time and money into marketing, but don't see the results they expect. After working with both large healthcare systems and independent providers, I’ve seen the same patterns lead to frustration, wasted resources, and missed growth opportunities. The reality is, a few common marketing missteps can make the difference between steady patient growth and feeling stuck. By learning to identify and fix these five mistakes, your practice can shift from reactive marketing to a more strategic, effective approach. Let’s walk through each mistake, why it happens, and how to fix it with simple, actionable steps.

Mistake #1: The "Spaghetti on the Wall" Approach

One of the most common marketing mistakes is doing a little bit of everything without a clear plan. Maybe you’ve launched a Facebook page, tried Google Ads, posted a few blogs, or signed up for a patient referral app only to see minimal return. This often happens when providers feel pressure to ‘do marketing,’ but don’t have strategic support. The result is scattered messaging, wasted budget, and marketing that feels like a time drain.

Instead, focus on building a marketing strategy tied to your patient journey and practice goals. Before committing to a new marketing effort, ask: 'How does this help my ideal patient take the next step?'

Mistake #2: Ignoring the Patient Journey

Marketing that focuses more on services than on patients misses the mark. A common example is a website organized by treatment types, with little context around how a patient knows which one they need. Because providers are experts, it’s natural to lead with clinical detail, but that’s not how patients think.

Instead, map out the patient journey from symptom to solution. Think about what they search for, what concerns they have, and what builds trust. To get started, try looking at your website or content from a patient’s perspective and ask: 'If I didn’t know anything about this condition, would this help me feel supported?'

Mistake #3: Inconsistent Brand Presence

Another major issue is inconsistency across platforms. Maybe your website is modern, but your in-office materials are outdated. Or your social media tone doesn’t match the experience patients get in your practice. This disjointed brand presence can lead to confusion or mistrust.

The fix is simple: create basic brand guidelines. Use the same voice, colors, and messaging everywhere you show up. A quick brand audit checking your online and offline materials for consistency can make a big difference.

Mistake #4: Following Competitors Instead of Patients

It’s easy to look at what competitors are doing and feel like you need to keep up. But what works for them may not work for your audience, especially if you have different specialties, markets, or patient needs.

A smarter approach is to start with your unique value. What makes your practice stand out? What do your patients appreciate most? Then build your marketing from that place, not someone else’s strategy. Use competitor insights for awareness, but not direction.

Mistake #5: Underutilizing Existing Patient Relationships

Many practices focus heavily on attracting new patients but forget to engage their current ones. Reviews, referrals, and reactivating past patients are some of the easiest ways to grow but they often go overlooked.

Start small by setting up a process to ask for feedback, requesting reviews, or sending periodic updates to past patients. Consistently connecting with your existing patients builds loyalty and amplifies word-of-mouth marketing.

Conclusion

These five marketing mistakes are incredibly common but they’re also fixable. When you approach your marketing with clarity and intention, you can build a system that actually supports your growth. Practices that avoid these missteps are better positioned to connect with the right patients, build trust, and grow sustainably.

If you’re unsure which of these mistakes might be holding your practice back, Marae Marketing offers a complimentary strategy assessment call to help you find out. Let’s identify the gaps and build a stronger, smarter path forward.