Problem · Healthcare
We launched a new program and nobody is booking it.
The equipment is paid for, the clinician is trained, the front desk knows the script, and the schedule is empty. The program exists as one paragraph on the services page and one social post from launch week. Patients do not search for programs. They search for symptoms, and the practice that answers the symptom question gets the booking.
How people search thisnew service line not getting patients · how to market a new medical program · service line marketing for practices · launched new treatment no patients booking · service line seo healthcare
Catalyst at $5,000 a month plus ad spend builds the service line hub and the matching Google Ads campaign, with the HIPAA form and call stack add on at $750 so intake is covered before the first ad runs. Pricing is published.
Patients search the symptom, not the program
Nobody types the name of your program. They type the headache that will not go away, the question about whether they need to see someone, the treatment a friend mentioned. A single paragraph on a services page ranks for nothing and answers none of those. The practice down the road with a page for each question is the one that shows up, and the one that shows up gets the appointment.
The hub and spoke that fills a service line
One hub page for the program. Spoke pages for the symptoms, the conditions, the treatment, recovery, what to expect at the first visit, and the referral path for other physicians. Each spoke answers its question in the first 40 words, carries schema, and points to a covered intake form. A Google Ads campaign matched ad group to page, so a search for the symptom lands on the symptom page and not on the homepage. For one concussion program that was a seven page hub with compliant intake from form to inbox, and it turned a service line into an acquisition system.
What the first 90 days look like
Weeks one and two: the BAA covered form and call stack, consent language, and the content calendar. Weeks three to six: the hub and spokes live, the campaign built ad group to page. Weeks seven to twelve: campaign read weekly by a person, negatives maintained, and a stable cost per booked consultation by day 90. Organic growth on the spoke pages compounds after. If the program makes an outcome claim, the medical review gate sits between draft and publish.
Questions on this problem
We scope certification requirements, including LegitScript, before committing to numbers. Some categories take weeks to certify and the content system runs while that happens.
$3,000 a month is the floor for one campaign against commercial intent terms in one market. Multi location groups run $10,000 and up.
Self pay programs are the best fit, because the patient is choosing and searching rather than being assigned. Publish the price and the page converts harder.
George Stoff, Founder and Lead Engineer
Thirty years building software, brands, and demand. On every account.