If you’re a physician or practice owner, here’s a challenge: open a browser and Google yourself. Now ask a trusted friend or family member—ideally someone who fits your ideal patient profile—to do the same. What do they see?
Do you show up in the top three listings?
Are there recent reviews with 4+ stars?
Does your website look current—or like it hasn’t been touched since 2012?
For most patients, that quick glance is all they’ll use to decide whether to call your office… or move on.
In many practices I work with, the gap is obvious: the care is cutting edge, compassionate, and patient-focused. But the website looks outdated, the Google Business Profile is half-filled in, and reviews are inconsistent or years old.
It’s not that physicians don’t care about their digital presence—they do. But marketing isn’t their expertise. Most know it needs attention; they just don’t know where to start. Add in a packed schedule and a small staff, and it becomes one more thing sitting on the to-do list.
Why it matters more than ever
There’s more competition than ever—private practices, medspas, health systems, and retail clinics all fighting for attention. Health systems have entire marketing departments and big budgets. You might not—but that doesn’t mean you can’t look the part.
Patients are smart and comparison-shopping. In a matter of seconds, they’re forming opinions based on:
- How easily they can find you
- Whether your brand looks polished and trustworthy
- What other patients say about their experience—not your credentials
If what they find doesn’t match the quality of care you actually provide, you could be losing patients before they ever call.
Where to start (even if you’re overwhelmed)
Here’s what I recommend to every provider who says “I know I need to fix this, but I don’t know where to begin.”
Step 1: Google yourself
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And don’t stop there—ask a few trusted people to Google your practice and describe their first impressions. What stands out? What’s missing? What would stop them from booking?
Step 2: Create or build out your Google Business Profile
This is one of the highest-impact things you can do. Add well-lit photos of your exterior and waiting area—the feel should be welcoming and warm. List your hours, services, and a clear description. Make sure your name, address, and phone match your website exactly.
Step 3: Prioritize reviews
Patient reviews are often the first thing people look at. One recent study found that 74 percent of patients consider online reviews very or extremely important when choosing a provider.
The fix is simple: just ask. Create a small card or send a follow-up email with your review link. Make it easy for happy patients to help you grow.
You don’t have to do it all yourself.
The biggest misconception I see is this: practices assume they have to post every day, know SEO, write blog posts, and update their website constantly. That’s overwhelming—and unrealistic for small teams.
Instead, prioritize. Do the most important things at 100 percent instead of trying to do everything at 20 percent.
I meet with practices, walk through a checklist to understand their goals, and then help them make a plan:
- What needs to be done first
- What the team can manage
- What can be outsourced or supported by a trusted marketing partner
Even one hour of focus with the right guidance can remove a lot of the confusion and help practices start showing up the way they deserve to.
One final thought
You’ve spent years building your skills, caring for patients, and running a practice. But in the digital world, patients don’t know that yet.
What they see online is what they believe.
As a marketer—and as a patient—I believe that every person deserves to find a provider they trust. And every provider deserves the time and space to be that trusted guide.
Helping you build a brand that reflects who you are isn’t just about growth—it’s about creating connection. It’s about giving patients the confidence to choose you and giving you the time to deliver the kind of care you set out to provide in the first place.
So instead of wondering if your online presence is costing you patients, take 10 minutes and check. It might just be the easiest fix you make all year.
Sara Meyer is a healthcare marketing strategist.
