A 90-day marketing plan for a sleep clinic

A sleep clinic lives on two very different doors. One is a referral from a primary care doctor or another specialist who suspects apnea or insomnia and sends a patient your way, a channel you mostly can't control. The other is self-referred: someone whose partner elbowed them awake one too many times, or who just feels wrecked every morning, opens a phone and searches for a clinic near them.

Once that search happens, the decision is fast and local. People skim the map pack, check whether their insurance is accepted, and read reviews before they ever call. A clinic with a thin review count or no visible insurance list loses that patient to whichever competitor answers those two questions first.

The purchase itself isn't one visit. It's a chain: an evaluation, then a sleep study, and if the results point to apnea, an ongoing CPAP relationship with masks, cushions, tubing, and filters that need replacing on a schedule. A 90-day plan that only chases the first appointment and ignores that back half is solving half the problem.

Because the information involved is protected health data, every part of this funnel, from the ad account to the analytics dashboard, has to be set up so that no condition or diagnosis ever ends up in a targeting list or a remarketing audience.

Start with HIPAA-aware Google Ads. It's the fastest way to put self-referred, ready-to-book patients in front of the clinic, which matters most for a practice that currently depends on a handful of referring doctors and wants a second, controllable door.

Local SEO and the Google Business Profile come next, because "near me" searches convert on trust signals that build over weeks, not days: reviews, hours, accepted insurance, and photos of the actual office. Ads buy the first patients while this compounds underneath.

Review generation runs alongside SEO rather than after it, since a thin review count is often the single reason a patient picks a competitor instead of calling. AI search visibility, the kind that gets a clinic named when someone asks an assistant where to get a sleep study, is worth building once the basics above are in place, since it draws on the same review and content signals.

Reorder and compliance reminders for existing CPAP patients should start immediately, in parallel with everything else. That list already exists, doesn't need a single new click, and protects revenue the clinic would otherwise quietly lose to patients drifting off therapy.

Weeks 1 to 4: clean up and fully complete the Google Business Profile, list accepted insurance clearly, set up HIPAA-aware conversion tracking that keeps condition data out of ad platforms, launch the first Google Ads campaigns around evaluation and sleep study searches, and start a reorder reminder sequence to the existing CPAP patient list right away.

Weeks 5 to 8: build or rewrite service pages for sleep studies, CPAP therapy, and oral appliances with plain insurance and cost information, begin local SEO content for the neighborhoods that matter, request reviews from recently satisfied patients on a compliant schedule, and connect online booking to the clinic's EHR or patient portal so front-desk staff aren't retyping requests.

Weeks 9 to 12: once reviews and content are established enough to carry it, bring in AI search optimization, expand location or condition pages if the clinic has more than one site, and review the first quarter's data on cost per booked evaluation by source to decide where the next quarter's ad budget should shift.

There's no invented industry average here, only the public price list applied to real scope. A clinic starting from scratch typically needs a one-time website build, priced from $1,500 up past $20,000 depending on how many service and location pages it needs. SEO adds a recurring $50 per page, with ten pages the smallest batch we'll run, and ad management costs a tenth of ad spend, never under $600 a month.

A clinic that already has a decent site can skip the build entirely and start with just those two recurring lines. Nothing here carries a setup charge, nothing locks into a contract longer than a month, and the first 30 days are covered by a guarantee.

Cost per booked evaluation matters more than cost per click or cost per call, since a call that never becomes an appointment hasn't paid for itself. Track it by source so it's obvious whether Google Ads, organic search, or reviews are producing the patients who actually show up.

Watch the mix between self-referred and physician-referred bookings over the quarter. If that ratio shifts toward self-referred, the marketing is doing its job of reducing dependence on a small group of referring doctors.

On the existing patient side, track how many CPAP patients are still active on reminders and reordering supplies versus how many have gone quiet. That number is the clearest signal of whether the recurring half of the business is being protected or slowly leaking.

If a new site is part of the scope, that's the one upfront cost: a package priced from $1,500 up past $20,000, chosen once we understand the practice and how many service and location pages it needs. Everything else recurs. SEO adds $50 for each page, ten pages minimum, so that alone starts near $500 monthly, and ad management runs a tenth of whatever the clinic sends to Google, floored at $600 with nothing marked up on top.

A clinic that already has a workable site can start with just those two recurring lines. Reach out with the clinic's details and a written quote follows within one business day.