Insights by topic

Meta Ads

Meta Ads reach the person scrolling at 9pm who hasn't searched for help yet, which makes them a completely different job to Google Ads. These articles cover when Meta is the right channel for a clinic, what the creative has to do, and the mistakes I watch clinic owners repeat.

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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Agency relationships

6 min read

Stop turning your marketing off when you get busy

I was guilty of it too. Get busy, turn off the marketing, quieten down, panic, turn it back on. It felt like resource management. The data said otherwise. Here's what that cycle actually costs a clinic, and what I'd do differently.

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

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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