Insights by topic

Decision frameworks

Most clinic marketing mistakes aren't execution mistakes. They're decision mistakes made before a single dollar is spent. These articles give you the frameworks I use with clinic owners every week: what to spend, which channel fits, when to pause and when to hold.

Decision Frameworks

7 min read

How to set your clinic marketing budget without guessing

Most clinic owners set a marketing budget by feel. The number that actually works starts with your patient lifetime value and changes depending on whether you're growing or consolidating. Here's the calculation that changes how you think about every dollar you spend on marketing.

Pete Flynn · 10 May 2026

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Google Ads

8 min read

Google Ads and Meta Ads are not the same patient

Google finds the patients who are already looking for you. Meta finds the patients who don't know they should be looking yet. Running both without understanding the difference is the fastest way to waste money across both platforms at once.

Pete Flynn · 10 May 2026

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Lead Generation

7 min read

You're speaking to everyone, tracking nothing, and following up too late

The ad is running. The form fills are coming in. And somehow the diary is still not moving. Three specific things cause the gap between enquiry and booked patient, and almost every clinic I've worked with is getting all three wrong at once.

Pete Flynn · 10 May 2026

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Decision Frameworks

6 min read

The ad that talks to everyone talks to no one

Every clinic owner wants more reach. A bigger net. Broader targeting. But the ad that tries to talk to everyone gets read by no one. Going inch wide and mile deep is the only approach that moves the right patient to act.

Pete Flynn · 10 May 2026

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Decision Frameworks

6 min read

Your patient doesn't know their diagnosis. Your marketing shouldn't assume they do.

You can identify the root cause of a patient's problem before they finish describing their symptoms. That clinical expertise is exactly what makes writing your own marketing so difficult. Your patient has no idea what their diagnosis is. They only know what they feel. Your marketing needs to start there.

Pete Flynn · 10 May 2026

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Google Ads

5 min read

Your Google Ads will only be as good as the website behind them

You can run a technically perfect Google Ads campaign and still lose most of the traffic the moment it hits your website. The ads are not the variable. The website is. Five things to check and fix before you spend a dollar on paid search.

Pete Flynn · 10 May 2026

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Compliance

8 min read

The AHPRA advertising rules every physio, podiatrist, and chiropractor needs to know

Most physio, podiatry, and chiropractic clinics assume AHPRA's advertising rules are mainly a psychology problem. They're not. Section 133 applies to every registered health profession. Here's where the line is, and the copy that crosses it without anyone realising.

Pete Flynn · 10 May 2026

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Lead Generation

7 min read

Your Google Business Profile is probably your most underrated marketing asset

On mobile, the Google map pack appears before paid ads, before organic results, and before everything else. Most clinic owners are spending hundreds a month on Google Ads and ignoring the free channel that sits above them. Here's what an optimised Google Business Profile looks like.

Pete Flynn · 10 May 2026

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Lead Generation

8 min read

Your intake system is where the enquiries go to die

Most clinic owners measure their marketing by the number of enquiries they generate. The number that actually matters is how many of those enquiries become booked patients. The gap between the two is the intake system. Most clinics don't have one.

Pete Flynn · 10 May 2026

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Decision Frameworks

8 min read

The highest ROI campaign your clinic probably isn't running

Most clinic owners are spending hundreds a month on paid ads to find new patients while ignoring a database of past patients who already trust them. Patient reactivation campaigns typically cost $0 to $2 per contact and convert at 3 to 8 times the rate of cold acquisition. Here's the system.

Pete Flynn · 10 May 2026

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Google Ads

7 min read

Paid marketing is a microphone: what it can't fix

If you turn paid ads on top of a confusing website, a vague offer, slow follow up, or broken conversion tracking, you don't get growth. You get expensive failure. Here are the four foundations to fix first, and the maths on what weak foundations cost you each month.

Pete Flynn · 8 May 2026

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Google Ads

8 min read

Conversion vs conversion action in clinic Google Ads

Almost every clinic Google Ads account I audit is counting things that aren't real bookings. The cost per conversion looks great. The phone tells a different story. Here's how to draw the line, and what real CPA actually is once you do.

Pete Flynn · 8 May 2026

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Google Ads

7 min read

What you can afford to spend on a new patient

Most clinic owners I work with cap themselves at $80 to $100 per new patient because the number sounds high. Their actual lifetime value is between $4,000 and $30,000. The maths reframes the conversation. Here's the calculator and the empty chair logic that changes the answer.

Pete Flynn · 8 May 2026

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Agency relationships

7 min read

The tap that doesn't quite turn off

Almost every clinic owner I sit down with has been told the same thing by an agency: it's like turning on a tap. Three months in, the tap doesn't quite work. Here's why that pitch keeps landing, and the four boxes a real monthly report should tick.

Pete Flynn · 4 May 2026

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Agency relationships

6 min read

Doing your own marketing isn't free

Most clinic owners I talk to assume that doing their own marketing is free, because they're not paying anyone. The math says otherwise. Here's what an hour of your time actually costs, and the framework I use to decide what to outsource.

Pete Flynn · 4 May 2026

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