HRT Marketing That Actually Brings In Patients
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Five months ago, I got on a call with Lauren, a nurse practitioner who'd just opened her hormone replacement therapy clinic in Central Florida. She'd invested thousands of dollars into her practice - equipment, inventory, office setup, the works. Her website cost her $4,200 from a "healthcare marketing expert."
She'd been open for five months and was averaging maybe 6-7 new patients per month. Not nearly enough to cover her overhead.
"I thought if I built a nice practice and had a good website, patients would just come," she told me. "But nobody knows we exist."
Her website looked professional. Clean design, nice photos, all the right buzzwords about "personalized hormone optimization" and "comprehensive wellness." But when I searched "HRT clinic near me" or "hormone replacement therapy Lecanto," she wasn't anywhere to be found. Not on page one, not on page two. Her Google Business Profile hadn't been claimed. She wasn't running any ads. She had no real marketing strategy at all.
Six months later, she's consistently getting 30-35 new patients per month. Her schedule is full three weeks out. She's already looking at hiring another provider.
Same clinic, same treatments, same expertise. The difference? People can actually find her now.
If you're running an HRT practice - whether you focus on bioidentical hormones, testosterone for men, hormone pellets, or menopause management - and you're struggling to get patients in the door, this is why. You're invisible online, and being invisible means you don't exist to the thousands of people searching for hormone help every single month.
Why Most HRT Clinics Struggle With Marketing
Here's what I see constantly: talented providers who spent years learning about hormones, got their certifications, invested everything into opening a practice, and then realized they have no idea how to get patients.
You might get some referrals from current patients. Maybe a few walk-ins if you have good visibility from the road. But that steady flow of new patients? It's not happening.
The problem isn't your clinical skills. It's not your treatment protocols. It's that when someone in your area searches for hormone help, they're finding your competitors instead of you.
Most HRT clinics make the same mistake - they think having a website is enough. That's like opening a store in a building with no address and wondering why nobody shows up. Your website is important, but if people can't find it, it might as well not exist.
Effective HRT marketing isn't one thing. It's a system. You need SEO so people can find you organically. You need ads to get immediate visibility. You need a website that actually converts visitors into patients. And you need systems to follow up with leads and keep patients engaged.
SEO for Hormone Replacement Therapy Clinics
SEO is how you show up when people search for hormone help in your area. It's not quick, but it's the foundation of everything else.
Your Google Business Profile needs to be fully optimized. I'm talking correct categories (Hormone Replacement Therapy Service, Women's Health Clinic, Men's Health Clinic), complete service descriptions, regular posts, and consistent reviews. One clinic I work with posts twice per week about hormone therapy topics and patient success stories. Takes 15-20 minutes but keeps them in the local map pack.
The map pack is those three businesses that show up with the map when you search locally. If you're not in there, you're missing most of your potential patients.
Content is huge. Your website needs pages targeting what people actually search for. Not generic stuff like "comprehensive hormone solutions." Real searches like:
Bioidentical hormone replacement therapy near me
How much does HRT cost
Menopause symptoms treatment
Facebook and Instagram Ads for HRT Practices
Here's the thing about Meta ads for hormone replacement - they're tricky because of Facebook's strict medical advertising policies. You can't target by health conditions. You can't use certain medical terms in your ad copy. You can't show before/after photos in certain ways.
But when done right, Meta ads work incredibly well for HRT clinics because you can target the exact demographics most likely to need hormone help. Women 45-65 for menopause and perimenopause. Men 40-60 for testosterone issues. You can target by income, interests, behaviors, location - all the stuff that identifies your ideal patients.
From Generic Terms to Targeted Results
I run Meta ads for several hormone clinics. One practice in Marion County was spending $2,800/month on Facebook ads with an agency that knew nothing about healthcare. They were getting maybe 8-10 leads per month, and half of them weren't even qualified.
We rebuilt their campaigns with proper targeting, compliant ad copy, and better landing pages. Same budget, now getting 30-35 qualified leads per month. Their cost per patient acquisition dropped from about $350 to under $120.
The key with Facebook ads for HRT is the offer. You can't just say "call us for hormone therapy." You need a low-barrier entry offer. A $99 comprehensive hormone panel. A free 15-minute consultation. A hormone optimization guide. Something that gets people to raise their hand without committing to full treatment yet.
Your landing page matters just as much as your ad. I see HRT clinics running good ads but sending traffic to their generic homepage. That doesn't work. You need a dedicated landing page that matches the ad, explains the offer, addresses common objections, and makes it stupid easy to book.
Budget-wise, most HRT clinics should start with $1,500-2,500/month on Meta ads. That's enough to gather data and generate consistent leads without breaking the bank. You can scale up from there once you know what's working.
Google Ads for Hormone Replacement Clinics
Google Ads is different from Facebook. With Google, you're targeting people actively searching for hormone help right now. They have intent. They're ready to take action.
The advantage of Google Ads is immediate visibility. You can start running ads today and have calls tomorrow. The disadvantage is cost - clicks for HRT-related keywords can run $8-25 depending on your market, and competition is getting fiercer.
Interests to Target
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"HRT clinic near me"
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"Bioidentical hormone doctor [city]"
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"Testosterone replacement therapy [city]"
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"Hormone pellet therapy [area]"
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"Menopause treatment [city]"
You're not trying to rank nationally for "hormone replacement therapy" - that's way too expensive and broad. You're targeting people in your service area who are ready to find a provider.
Website Design for HRT Clinics
Your website is your digital storefront. If it looks dated, loads slowly, or is confusing to navigate, people bounce and call your competitor instead.
I see a lot of HRT clinic websites that look professional but don't convert. Beautiful design, nice photos, lots of information about hormone optimization and wellness. But no clear path to booking an appointment. No obvious phone number. Vague service descriptions. Contact forms buried three clicks deep.
Your website needs to do a few things really well:
Make it obvious how to book an appointment. Your phone number should be in the header on every page. Clickable on mobile. You should have a prominent "Book Appointment" button above the fold. And an online booking system if possible - a lot of patients prefer scheduling online, especially women in their 40s-60s who are your core demographic.
Clearly explain your services. Don't just say "hormone replacement therapy." Break it down. Bioidentical hormones. Testosterone therapy for men. Estrogen therapy. Progesterone. Pellet therapy. Injections. Creams. Whatever you offer, be specific. People want to know exactly what you do before they call.
Best Website Structure for Healthcare
Address common questions upfront. Cost is huge - if you don't talk about pricing, people assume you're too expensive. Insurance - do you take it or not? First visit - what happens and how long does it take? Results - what should patients realistically expect and when? Answer these questions on your website and you'll get more qualified calls.
The site needs to be fast. I mean like 2-3 second load time. Google cares about page speed, and so do visitors. A slow website kills your SEO and your conversion rate. Compress your images, use good hosting, minimize code bloat.
Mobile is critical. More than half of healthcare searches happen on phones. If your site looks broken on mobile or is hard to use, you're losing patients. Test it yourself - pull up your site on your phone and try to book an appointment. Is it easy? Or frustrating?
Design-wise, healthcare websites should look professional but not sterile. You're dealing with intimate health issues - hormones, sexual health, aging, energy, weight. Your site should feel warm and trustworthy, not like a hospital.
CRM and Automation with GoHighLevel and Zapier
Here's where most HRT clinics drop the ball - lead follow-up and patient communication.
You spend money on ads and SEO to get leads. Someone fills out a form on your website asking about hormone therapy. Then... nothing happens for two days because your front desk is busy. By the time you reach out, they've already booked with someone else.
Or a patient comes in for their initial consult, you start them on treatment, and then you never systematically follow up with them. No check-ins at 2 weeks, 4 weeks, 8 weeks. No reminders to schedule their follow-up bloodwork. They fall through the cracks.
This is where CRM systems and automation save you.
GoHighLevel is a CRM platform built for healthcare practices and service businesses. It handles lead management, appointment scheduling, automated follow-ups, email and SMS campaigns, and more. Everything in one place instead of juggling five different tools.
Here's how I set it up for HRT clinics:
When someone fills out a lead form on your website or Facebook ad, they automatically get added to GoHighLevel. Within 60 seconds they get a text message: "Thanks for your interest in [Clinic Name]. We'd love to help you with your hormone concerns. When's a good time for a quick call?" Then an email with more details about your services and a link to book a consultation.
If they don't respond, they get a follow-up text in 24 hours. Then a follow-up email. You can automate this entire sequence so leads don't go cold.
For existing patients, you can set up automated workflows based on where they are in treatment. Someone starts HRT? They get educational emails about what to expect in the first few weeks. At week 3, automatic text asking how they're feeling. At week 6, reminder to schedule follow-up bloodwork. At 3 months, check-in about results and whether they need dosage adjustments.
The Ad Problem Most Agencies Won't Tell You About
Running ads for medical spas is hard. Like, genuinely difficult. Google has strict rules about what you can and can't say in medical and aesthetic ads. Facebook's even worse. They'll reject your ads for reasons that make no sense, then approve the exact same ad three days later.
Most agencies don't want to deal with it. They'll take your money and run basic awareness campaigns that get impressions but no bookings. Or they'll run ads that violate Google's policies and get your account suspended.
Citrus Ridge Marketing Difference
We specialize in this niche, and we know exactly what you can say and what you can't. We know how to write compliant ads that still convince people to click. We understand the difference between promoting a treatment and making an illegal cosmetic claim.
Ads Compliance for Med Spa & Aesthetics
Medical spas operate in a weird gray area between medical practices and day spas. The rules about what you can advertise are complicated, and they change. Things you can't do:
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Using before/after photos without disclaimers
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Making claims about "permanent" results
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Implying you can look like someone else
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Saying treatments are "FDA-approved" if they're off-label
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Making specific cosmetic claims without evidence
Don't risk it: Cease-and-desist letters from state medical boards because of non-compliant marketing can shut you down. Your marketing person should know what you can and can't say.
Common HRT Marketing Mistakes
Hiring cheap generalist marketers
Healthcare marketing is specialized. Facebook ad rules for medical practices are different. SEO for hormone therapy has specific compliance issues. A generalist who does marketing for restaurants and roofers isn't going to understand your industry.
Doing nothing and hoping referrals will carry you
Referrals are great but they're not reliable enough to build a practice on. You need proactive patient acquisition
Trying to do everything yourself
You're a provider, not a marketer. Your time is worth $200-400/hour seeing patients. Spending 10 hours per week trying to figure out SEO and Facebook ads yourself is a waste of your most valuable resource.
What Results Actually Look Like
Let me set realistic expectations. You're not going to go from 5 patients per month to 100 overnight. That's not how any of this works.
What you should expect with a comprehensive marketing system:
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5-15 new patients per month from SEO by month 2-3
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8-12 new patients per month from Google Ads (depending on budget)
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10-15 new patients per month from Facebook Ads (depending on budget)
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20-30+ total new patients per month by month 4-6
That's enough to fill most HRT practices completely. If you're already at capacity, marketing becomes about raising prices or expanding.
f you're running an HRT practice and struggling to get patients, it's not because there isn't demand. People are searching for hormone help every single day. They're just finding your competitors instead of you.
You can be the most knowledgeable hormone expert in your area, offer the best treatments, and have amazing patient outcomes. But if you're invisible online, none of that matters. You can't help people who can't find you.
The good news is most HRT clinics aren't doing marketing well. The competition is weaker than you think. With proper SEO, strategic ads, a converting website, and solid follow-up systems, you can dominate your local market.
You don't have to do all of this yourself. In fact, you shouldn't - your time is better spent treating patients. But you do need to either implement a real marketing strategy or hire someone who specializes in healthcare marketing and actually knows what they're doing.
Because every month you're invisible is another month of potential patients going somewhere else. And in a market where patients are actively searching for hormone help, being invisible isn't an option anymore.
