Practical guides on Google Ads, Facebook and Instagram ads, social media and marketing leadership for clinics, med spas and online schools.
A fractional CMO is a senior marketing executive who works with a company part-time and owns the marketing function: strategy, budget, the team and contractors, and the results in revenue. They usually spend from a few hours a month to two days a week with one company — enough to lead marketing without the cost of a full-time chief marketing officer.
Healthcare PPC works when campaigns are built around service lines, tracked to booked appointments and kept inside Google’s healthcare policies and HIPAA. The best practices below cover structure, keywords, ads, landing pages, tracking and budget — the same checklist I use when I take over a clinic’s Google Ads account.
No — the Facebook (Meta) Pixel is not HIPAA compliant on its own. Meta does not sign business associate agreements, and a standard pixel can send information about a patient’s health together with identifiers such as IP address or Facebook ID. Clinics can still advertise on Facebook and Instagram, but tracking has to be rebuilt so that no protected health information reaches Meta.