Marketing

Healthcare marketing that fills
the schedule.

Middlemarch runs marketing for healthcare organizations that need more than a logo refresh. We work across strategy, campaigns, and the patient-facing experience, with the same attention to compliance, tone, and clinical reality that the rest of our work demands.

Get in touch

Our services

From first search to booked appointment

Growth strategy

A plan built on where your patients actually come from.

We start by understanding where your patients come from today, what your capacity looks like, and which services you want more of. From there we build a plan you can act on: positioning, priorities, and a budget that reflects the outcomes you care about rather than the channels that are easiest to sell.

Campaigns & demand

Run continuously, reported like an operator would want.

Google, Facebook, Instagram, local search, and yes, even the newspaper. We run campaigns wherever your patients actually are, continuously rather than in bursts. We handle the creative, the targeting, and the ongoing optimization, and we report on the numbers that matter: bookings, cost per patient, and the referral sources worth investing in.

Brand & patient experience

Everything a patient touches before and after they book.

The website, the intake forms, the reminders, the reviews. We tighten the whole journey so interest converts and the experience matches the care you deliver.

Compliant targeting

Targeting that performs, without crossing lines

Healthcare marketing has a problem most agencies won't mention: the default tools leak. Tracking pixels quietly send page visits to Facebook and Google, cookie banners get installed wrong or not at all, and suddenly your clinic is sharing information it was never allowed to share.

We build the targeting layer the way it has to be built in healthcare. Consent is collected properly, analytics are configured so nothing sensitive leaves your site, and campaigns are aimed at outcomes rather than patient data. You still get sharp, outcome-based placements. You just get them without the privacy exposure.

What compliant looks like

Cookie consent set up correctly, not just installed
No health information leaking to Facebook or Google through pixels
Analytics and tags reviewed against PHIPA, PIPEDA, and CASL
Targeting built on outcomes instead of patient data
Ad accounts you own, with everything documented

How we work

A program, not a campaign

Healthcare demand doesn't respond to one-off pushes. We run marketing as a continuous program with a monthly rhythm your whole team can see.

Audit & baseline

Before we spend a dollar, we establish where patients come from today, what a booked appointment actually costs you, and where inquiries are leaking, like unanswered phones and abandoned forms.

Plan

We agree on the services you want to grow, the locations that have capacity, and a budget tied to booked patients — not impressions. You see the plan before anything launches.

Launch

Campaigns, creative, landing pages, and tracking go live together, so from the first week every inquiry is attributed to the channel that produced it.

Optimize & report

Every month you get numbers an operator can read: what was spent, what was booked, and what it cost. We move budget toward what's working, and you won't get decks full of impressions.

The machinery

Everything the program needs, built in-house

Marketing performance is mostly plumbing. We own every piece of it, from the website to the reporting. And because we build healthcare software and run clinics of our own, we know exactly what the machinery needs to do.

A website up to the job

If your current site can convert, we work with it. If it can't, we rebuild it completely: design, copy, booking flow, and the technical foundation, handled by the same team that builds healthcare software all day.

A portal with your numbers

You get a live portal with everything in one place: spend, bookings, cost per patient, and the full funnel from first click to booked appointment. No waiting for a monthly PDF to find out what happened.

Integrations with your systems

We connect the program to the systems you already run. Online booking and patient onboarding wired into your EMR or scheduling system, with data flowing back so the numbers in your portal are real.

What we measure

Bookings, not clicks

If it doesn't end in a booked appointment, it isn't a result.

Most healthcare marketing reports are built to look good. Ours are built to be argued with: the same numbers we watch in the clinics we run ourselves, on the same schedule, every month. When something isn't working, you'll see it in the report before you hear it from us.

Booked appointments by service line and location
Cost per booked patient, by channel
Referral sources worth investing in, and the ones that aren't
Front-desk conversion from inquiry to booking
Reviews, ratings, and patient retention over time

Common questions

What clinics usually ask us

Can you market a regulated health profession?

Yes, and it's most of what we do. Campaigns are built to respect your college's advertising standards and Canadian anti-spam legislation from the start, so your compliance conversation is short.

Do we need a new website first?

Not necessarily. If your current site can convert, we'll run with it and improve it as we go. If it genuinely can't, we'll tell you, and our software team can fix it without a second vendor.

How quickly will we see results?

Capturing patients who are already searching for your services typically moves within weeks. Durable growth in referrals, reviews, and retention builds over months. We'll tell you which is which in the plan, not after the fact.

What does an engagement look like?

A monthly program scaled to your locations and goals, with media spend separate and transparent. There are no long lock-ins. The monthly report is what keeps us hired.

Interested in working together?

Tell us what you're trying to grow and what's in the way, and we'll be in touch shortly. We can't wait to hear from you.