If you’re still wondering why to focus on local marketing, read this article.

If you’re ready to put together a plan for hyperlocal patient acquisition and need some ideas, this post is for you!

In case you prefer to learn via video or audio, check out our YouTube and podcast episodes on local marketing for new practices!

Choosing your approach

Patient acquisition doesn’t necessarily have to feel hard or take 1000s of hours or dollars. Ask yourself some of the questions below before creating a patient acquisition plan to make sure you’re spending your time as efficiently as possible. The goal is to direct your time, energy, and attention to the highest leverage initiatives. While you can’t know for sure what will and won’t work, you can probably get a decent sense of what’s most likely to land given your ideal patient profile, your personal strengths and preferences, and your practice offering.

1. Understand your customer

1. Where does your ideal patient go during the day?

2. What do they do?

3. What do they buy?

4. Who do they hang out with?

2. Understand your personal strengths and preferences

1. Who do you already know in your area?

2. Where is your community? (e.g., church, parent-teacher association, Facebook)

3. What connections are you willing to use for additional visibility?

4. Does your personality shine more in group environments or 1:1 settings?

5. Would you rather be hosting or hosted?

6. Would you rather spend more time virtually or in-person?

3. Understand your business

1. What kinds of offerings are complementary to your practice?

2. What local organizations might be competitive to your practice?

3. Are there any organizations that could benefit from an association with your practice?

Local marketing methods

Partnerships & events

1. Build partnerships with local businesses

A key part of hyperlocal marketing is forming relationships with other businesses in your area. Consider partnering with gyms, yoga studios, pharmacies, wellness centers, or even coffee shops where potential patients might frequent. Collaborating on events, offering shared promotions, or even displaying flyers or business cards in these spaces can help you connect with their customers and introduce them to your services.

2. Sell your services as an employee benefit

Many businesses are looking for wellness solutions to support their employees’ health and productivity, especially small- to medium-sized companies that may not have comprehensive health plans. By offering discounted memberships, wellness programs, or on-site consultations, you provide employers a valuable perk while gaining access to a steady stream of local patients. This creates a win-win situation: businesses support employee well-being, and you establish long-term relationships with local professionals.

3. Build relationships with local health and wellness providers

Cross-promotion can be highly effective. For instance, a gym might recommend you for weight loss management, or a wellness center could refer clients needing medical oversight for holistic health goals. Building a network of local allies boosts your visibility and credibility within the community.

4. Attend local events

Being present at local events gives you the opportunity to meet potential patients face-to-face. Consider attending local health fairs, farmers' markets, and neighborhood gatherings. Offering free health screenings, consultations, or educational workshops at these events allows you to demonstrate your expertise while giving attendees a chance to interact with you directly.

5. Host small events or workshops

Invite a small group of potential patients to an informal gathering like a wellness workshop or health talk at your practice or a local venue. These types of events give prospective patients a chance to ask questions, learn more about your services, and get to know you in a personal, relaxed setting.

Experiment with purposefully limiting the total number of attendees and having a waitlist for any overflow interest. A smaller group often allows for deeper connections, can create a sense of scarcity for prospects who don’t get a spot, and gives you a reason to host another follow-up event!

6. Get involved in neighborhood associations

Many neighborhoods have active associations, councils, and groups where local business owners and residents meet to discuss community issues, plan events, and collaborate on projects. This might include the Chamber of Commerce, Parent-Teacher Associations or School Boards, City Councils, and the like. Becoming a member or attending meetings allows you to network with community members, stay informed about local events, and make your presence known as a health resource in the community.

7. Participate in local charities or volunteer work

Participating in charitable events or offering volunteer medical services to underserved areas in your community is not only a great way to give back, but it also enhances your visibility as a trusted provider. People are more likely to support a practice that they see as actively contributing to the well-being of their community.

Whether it’s sponsoring a local 5K or volunteering at a community clinic, being involved in local causes builds goodwill and trust, helping to establish a positive reputation for your practice.

8. Partner with local influencers or community leaders

Identify local influencers, bloggers, or community leaders who are trusted within your area and align with your practice's values. Collaborate with them to spread the word about your services, whether it’s through social media shout-outs, blog features, or attending their community events. A recommendation from a well-known figure in your neighborhood can go a long way in building credibility and attracting new patients!

9. Collaborate with local schools or sports teams

Get involved with local schools, sports teams, or youth organizations by offering health talks, free sports physicals, or sponsoring an event or team. Many athletes are willing to invest more than the average individual in their health. Similarly, many families look for healthcare providers who are actively engaged in their community, especially when it comes to their children’s health.

In-person efforts

10. Leave business cards everywhere you go

Getting a haircut? Shopping at the grocery store? Leave 5-10 business cards! People may not always seek care immediately, but having your card readily available keeps your services top-of-mind when the need arises. It also allows local businesses to become informal ambassadors for your practice without any requiring any sort of official arrangement.

11. Put up flyers in public spaces

Posting flyers in high-traffic public spaces like libraries, grocery stores, cafes, and community centers is a great way to reach your local audience. Make sure your flyers are visually appealing and clearly communicate your services, any special offers, and contact information.

12. Try direct mail campaigns

Sending direct mail, such as postcards or brochures, to homes in your local area is a highly targeted way to introduce your practice to potential patients. Unlike digital ads, direct mail feels personal and can stand out in a recipient’s mailbox. You can use USPS’s direct mail tools to create a very cost-effective campaign.

13. Become a regular in local media

Reach out to local news outlets, radio stations, or community publications to pitch your practice as a story or see if you can be featured as an expert contributor on health topics. Be open to writing articles, appearing in interviews, or providing health tips for an audience in order to get your name in front of local readers, watchers, and listeners.

14. Wrap your car

This is a less common approach that we have heard anecdotally can be quite effective. Whether you're parked at a local event or driving around town, your car becomes a constant advertisement for your services! Note that this is one of the more expensive options on the list, so you’ll want to be sure your practice offering is somewhat finalized before making this commitment.

15. Make lawn signs for friends and family

Providing branded lawn signs to friends, family, and even satisfied patients allows your practice to gain visibility in local neighborhoods. Placing signs in front yards in the areas you serve helps build trust and recognition, as seeing your practice recommended by familiar faces makes potential patients more likely to consider your services.

Online efforts

16. Leverage local online platforms

Utilize platforms like Nextdoor, local Facebook groups, or neighborhood-specific social media channels to promote your practice. Many communities have local forums or groups where residents discuss services and recommendations, and being an active participant in these spaces can help you gain visibility. Try to consistently “give” before making any asks. Try offering valuable advice or answering health-related questions to start.

17. Create hyperlocal content for your website and blog

Writing blog posts, creating videos, or producing other content that specifically targets local health concerns can boost your search engine ranking and position you as an expert in your immediate area. For example, if there’s a seasonal allergy issue in your neighborhood, you could write a post on managing allergies in that specific area. Mentioning local landmarks, neighborhoods, or community events in your content can also help attract a geographically relevant audience.

Additionally, featuring local success stories, patient testimonials, or highlighting community events you’ve participated in can make your practice feel more relatable to nearby residents.

18. Optimize for local SEO

Ensure that your website is optimized for local search terms so that when residents in your area search for specific healthcare services, your practice appears at the top of search engine results. Include location-specific keywords, such as your city and neighborhood, throughout your website and blog posts.

Also make sure your Google My Business listing is up to date with accurate contact information, office hours, and services offered. Positive reviews on Google can also help push your listing higher in local search results.

19. Start a community health hotline or chat

Set up a local health advice hotline or a dedicated live chat feature on your website that residents can use to ask questions or get basic health advice. Make sure to review local and federal regulations to understand what kind of health information is in and out of bounds. You’ll also want to create a contingency plan for handling any serious cases that come in from a hotline.

20. Collect and highlight local testimonials

Patient testimonials carry a lot of weight, particularly when they come from people in your own community. Ask your patients to leave reviews on Google, Yelp, and other platforms, and make sure to showcase these testimonials on your website and social media.

To take this a step further, consider asking satisfied patients if they’d be willing to share their experience through video testimonials. Video content feels more personal and can resonate with potential patients looking for care from someone they can relate to.

Referral and discount programs

21. Offer special promotions for local residents

Offering discounts, free consultations, or package deals exclusively for local residents can be a great way to attract new patients. Consider offering one free home visit for new patients or giving a gift card to a local health food store. These hyperlocal promotions make patients feel like they’re getting a special deal for living nearby and makes individuals more likely to share your information with nearby neighbors who would also benefit from the promotion.

22. Create a referral program for local patients

Encourage your existing patients to refer friends and family from the local area by creating a patient referral program. Consider offering incentives for successful referrals. Make sure to check local and federal healthcare regulations when working on a referral program design to avoid any legal concerns.