A 90-day marketing plan for a hormone therapy clinic

Most patients don't start by searching for a clinic. They start by searching for a symptom, fatigue, low libido, brain fog, or hot flashes, often quietly and well before they'd ever type “TRT clinic near me” or “menopause doctor near me.” Meeting that earlier, more private stage of research matters as much as winning the branded local search later.

Because the topic is personal, tone decides trust fast. Discreet, answer-first content works; loud, hype-driven marketing, especially on the men's TRT side, tends to undercut credibility instead of building it. Once a patient does decide to book, they're usually choosing between a local clinic offering a real exam and bloodwork, and a national telehealth brand offering a lower price and a faster script, so the plan has to make the case for the former clearly.

Google Ads goes first, but built from day one as two separate, compliant campaigns, one for TRT, one for BHRT, since testosterone's controlled-substance status means ad copy and landing pages need to follow Google's and Meta's rules before anything launches. Skipping that step risks disapproved creative or a limited account before a single patient sees the ad.

Local SEO and your Google Business Profile develop on a parallel track, aimed at both the branded near-me searches and the earlier symptom-education content that catches a patient before they've settled on a clinic. Reviews run alongside both.

Email is the last channel switched on, but it matters more here than in most niches, since the treatment itself depends on regular labs, dosing checks, and refills. A patient who drifts off schedule is a patient who may not come back, so this channel is really about retention, not just new-patient acquisition.

If your clinic runs both a TRT campaign and a BHRT campaign, plan on needing roughly double the room to test compared with a clinic focused on just one patient path. Whatever that total comes to, our own charge stays put: 10% of your ad spend, a $600-a-month minimum underneath it, with nothing held back from what actually lands with Google.

If you're only just getting started, $600 a month is enough to test whichever patient path your clinic already serves best. Once that's proven out, split the spend across both TRT and BHRT specifically, since folding them into one shared budget usually starves whichever path gets less attention. Push further only once you know, path by path, what a booked consult actually costs you.

In the first four weeks, separate landing pages go up for TRT and for BHRT, each explaining the process in plain, discreet language rather than hype. Compliant ad campaigns launch on both patient paths where relevant, your Google Business Profile gets a proper claim and cleanup if it needs one, call and booking tracking goes live, and a review request goes out to the most recent patient seen.

The next four weeks add symptom-education content, pages built around the private, earlier-stage searches a patient runs before they ever look for a clinic by name, plus local pages for the neighborhoods you serve. Lab-reminder and refill-nudge email sequences go live, since keeping existing patients on schedule matters as much as winning new ones.

The last stretch is where effort concentrates on whatever's converting, adding AI-search content that gives an assistant a concrete answer when asked about hormone therapy nearby, and shifting budget toward whichever patient path, TRT or BHRT, is converting consults most efficiently.

Track cost per booked consult separately for TRT and BHRT, since combining them hides which patient path is actually paying for the ad spend and which one needs a different approach. Watch how many patients stay on schedule for their labs and refills after the first month or two, since that ongoing relationship is where much of the clinic's real value lives.

Watch your review count and rating, and keep an eye on ad disapprovals or account warnings, since a rising number of those is an early sign the compliance setup needs attention before it costs you real reach.

The fee to manage your Google Ads sits at 10% of the ad budget you pick, with a $600-a-month floor and zero markup added to whatever actually reaches Google. SEO for your TRT and BHRT pages runs $50 a page, built at no fewer than 10 pages a month.

A new clinic website, one of eight packages priced $1,500 to $20,000-plus (full detail at /websites), is a one-time charge rather than a recurring one. Setup costs nothing, the whole engagement runs month to month instead of under contract, and a 30-day guarantee protects you if the first month doesn't deliver. Tell us about your clinic and expect a proposal with exact figures inside one business day.