DPC Marketing or Direct Primary Care Marketing is the strategic approach to attracting, educating, and retaining patients in a Direct Primary Care (DPC) practice through a combination of digital presence, patient engagement, and community outreach.
In this blog post, we’ll delve into the key elements of DPC marketing and what truly drives practice growth. We’ll also take you behind the scenes of our agency, sharing insights from the work we do with our clients to help them build thriving practices.
What is DPC Marketing, and What Does It Involve?
DPC marketing is about crafting a brand that resonates with your patients and creating a seamless experience from first impression to long-term retention.
Consider these examples:
- Your Website’s First Impression – The moment a patient lands on your website, they form an opinion about your practice. Is it welcoming, clear, and easy to navigate?
- Google My Business Profile & Local SEO – When potential patients search for a DPC near them, does your practice appear? Do you have strong reviews and a complete profile?
- Social Media Presence – Are you sharing content that educates, engages, and builds trust with your audience?
- Email & Nurturing Workflows – Are you nurturing prospective patients with the right messages at the right time?
- Referral & Word-of-Mouth Strategies – Do your current patients feel excited to recommend your practice to others?
Healthcare Marketing is about aligning all these elements to attract, convert, and retain the right patients for your practice.
DPC Marketing for Results: What’s Behind Practice Growth?
A successful DPC practice needs a balance between acquiring new patients and retaining existing ones. To illustrate these concepts, we've developed a Patient Acquisition vs. Patient Retention Matrix that clearly outlines the different growth scenarios.
Survival Risk (Low Acquisition + Low Retention)
This is the most dangerous quadrant. If you’re neither attracting nor keeping patients, urgent strategic changes are needed.
The Locked Vault (Low Acquisition + High Retention)
You have loyal patients, but without new signups, growth stalls.
The Leaky Bucket (High Acquisition + Low Retention)
You attract many patients, but they don’t stay. This could be due to unclear pricing, lack of onboarding support, or poor communication.
Practice Growth (High Acquisition + High Retention)
This is the ideal state where a steady stream of new patients joins your practice, and your retention strategies keep them engaged long-term!
Why Should DPC Marketing Be Connected to the Patient Journey?
DPC marketing should be connected to the patient journey because every interaction a patient has with your practice influences their decision to join, stay, and refer others.
A well-structured marketing strategy ensures that potential patients discover your practice, understand its value, feel welcomed, and remain engaged long-term.
By mapping marketing efforts to the different stages of the patient journey, you create a seamless experience that builds trust, enhances patient satisfaction, and drives sustainable growth.
The Patient Journey
At 4 Healthcare Marketing, we structure this journey into six main phases:
DPC Marketing Step 1: Visibility
Patient Voice: "Searching for a family doc in my city!"
Your practice needs to be seen. A robust online presence ensures that when potential patients are looking for care, they can easily find your practice.
DPC Marketing Step 2: Education
Patient Voice: "Loving the videos! This practice has great reviews."
Patients need to understand the benefits of your model of care. Informative content builds trust and helps patients feel confident about the care they will receive.
DPC Marketing Step 3: Meet & Greet
Patient Voice: "Let's chat!"
Build trust with personalized interactions—whether it’s through a free consultation, open house, or an introductory call. Personal introductions create a welcoming environment that encourages patients to engage with your practice.
DPC Marketing Step 4: Enrollment
Patient Voice: "I'm in! I'll enroll in this membership plan."
Ensure a smooth, frictionless signup process with clear pricing and easy onboarding. A straightforward enrollment process reassures patients, making them more likely to commit to your care.
DPC Marketing Step 5: Patient Experience
Patient Voices: "It's easy to schedule an appointment", "They do follow-up and are very careful.", "My doctor is amazing!"
Strategy: Every interaction – from scheduling appointments to follow-up communications – should reinforce your value. A consistently positive experience solidifies patient trust and satisfaction.
DPC Marketing Step 6: Referral
Patient Voice: "Happy to refer the practice to my family and friends!"
Happy patients become natural advocates by referring friends and family. When patients are pleased with every aspect of your service, they actively promote your practice, fueling further growth.
I'm just starting my DPC practice. What is the minimum DPC Marketing package to get started?
If you're just starting your DPC practice and want the minimum viable marketing package to get going, you need to focus on the foundational elements that will help you attract and convert patients. Here’s a practical starting point:
1. Brand Positioning & Messaging
- Define your unique value proposition (e.g., what makes your DPC different?)
- Craft a simple, clear, and patient-centric message
2. Key Visual
- Develop a basic logo and color scheme
- A simple, clean design for social media and basic print materials
3. Website
- A simple website with:
- Who you are
- What DPC is and how it benefits patients
- Pricing and how to sign up
- Contact information & location
- Call-to-action (CTA) buttons leading to Meet & Greet or enrollment.
4. Patient Conversion Package
- Google My Business setup for local search visibility
- A campaign to start spreading the word about your DPC practice to your current patient panel.
I have an established practice and want to expand my DPC marketing. What should I do?
That’s great! Expanding your DPC marketing can help you attract more patients and grow your practice effectively. As we mentioned earlier, there is a lot to be done at every stage of the patient journey!
This article on healthcare marketing provides valuable insights into marketing strategies that can make a real difference for your practice.
Need Help with DPC Marketing? We’re Here for You!
If you’re ready to grow your DPC practice but need guidance, 4 Healthcare Marketing specializes in helping DPC doctors build strong brands, attract the right patients, and scale their practices effectively. Let’s talk!
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