If you’re a doctor, clinic owner or healthcare business in the UK, chances are you’ve heard the term healthcare marketing thrown around a lot. But what is healthcare marketing —and why does it matter more than ever?
Let’s break it down.
Healthcare marketing: a simple definition
Put simply, healthcare marketing is how you connect your services with the people who need them. It’s about building trust, raising awareness and making it easy for patients to choose you—whether you’re a private GP, therapist, wellness clinic or specialist consultant.
It includes everything from your website and Google profile to patient leaflets, referral relationships, paid ads, social media and even how your receptionist answers the phone.
In the UK, healthcare marketing has some unique considerations. Unlike in the US, where healthcare is almost entirely privatised and marketing is more aggressive, we need a more ethical, person-centred approach. Patients want evidence, transparency and a genuine sense of care.
The goal? Helping patients make informed decisions—without the hard sell.
Why healthcare marketing matters
Even if you’re the best in your field, you can’t help people if they don’t know you exist.
In today’s digital-first world, the average patient in the UK searches online before picking up the phone. A 2022 report by the Office for National Statistics states that 91% of adults in the UK use the internet regularly. Health information is one of the most searched topics (ONS, 2022).
That means your digital presence matters. A lot.
Healthcare marketing helps you:
• Stand out in a crowded market
• Build long-term patient trust
• Encourage referrals and re-bookings
• Support your reputation (both online and off)
• Grow sustainably without relying on word of mouth alone
Is it ethical to market healthcare?
This is one of the biggest concerns I hear—and it’s completely valid. No one wants to feel like they’re “selling” healthcare.
But ethical healthcare marketing isn’t about pushing people into treatments. It’s about clear communication. Think of it as helping patients understand:
• What you do
• Who you help
• How they can access your support
• What makes your approach different
The General Medical Council (GMC) and Advertising Standards Authority (ASA) both provide guidance to make sure marketing is clear, honest and non-misleading.
As long as you’re being transparent and prioritising the needs of the patient, marketing is not only ethical—it’s necessary.
What is healthcare marketing, what does it involve?
In the UK, healthcare marketing involves:
• A well-designed, SEO-friendly website
• Patient education through blogs, videos or downloads
• Google Ads or paid search to appear when someone needs your service
• Optimised Google Business profiles (especially for local searches)
• Email newsletters and booking reminders
• Social media campaigns that build trust and visibility
• Referral relationships with other practitioners or clinics
• Thought leadership content (great for specialists)
Each element should work together to tell your story, highlight your expertise, and make it easy for the right patients to find you.
Final thoughts
What is Healthcare marketing, well it isn’t about gimmicks or fear marketing. It’s about clarity, connection and trust. And in a competitive market—especially for private providers—it’s no longer a ‘nice to have’. It’s essential.
If you’re feeling stuck, start with the basics: your messaging, your website and your visibility on Google.