Medical practice marketing, run like a P&L.

The core system: local search visibility (maps and "near me" queries), a website that converts visits into booked appointments, service-line pages for each treatment, reputation and review management, and measurement tied to appointment requests. For most practices, local search plus reputation drives the majority of new-patient demand.

Common benchmarks for established practices run roughly 3–8% of revenue, with growth-mode or new-location practices often spending more. Advisory-level marketing leadership typically runs $3,000–$10,000 per month at market rates. These are market ranges, not a Firefly quote — pricing is scoped per engagement after a free audit.

Patient privacy law shapes everything: PHIPA in Ontario and HIPAA in the U.S. restrict how patient information can be used in marketing — no testimonials or targeting built on health data without proper consent, careful handling of forms and tracking pixels on medical sites. Regulated-professional advertising rules also apply. A marketing program is built inside those constraints from day one, with the practice's compliance advisors holding final say.

Yes — health queries are among the highest-intent searches there are, and practices that own their local and condition-specific terms own that demand. The same mechanics Firefly verified in an adjacent professional-services engagement — 4.3× organic growth over three years, measured in Google Search Console — apply directly: niche terms, authority content, consistent local presence.

A consultant sells direction: which service lines to grow, which terms to own, how to measure appointment flow. An agency sells execution volume. Independent and multi-site practices usually get further with senior direction over a lean execution setup than with a large bundled retainer — especially when the group spans several brands or locations.

Yes — Firefly's principal has directed marketing for a multi-site medical group spanning urgent care, occupational medicine, medical weight loss, and concierge wellness, alongside verified engagements in professional services and hospitality. Healthcare is one of Firefly's core verticals, with the privacy and advertising constraints treated as design inputs, not afterthoughts.