Going an Inch Wide and a Mile Deep in Healthcare Marketing

Today we’re diving into a marketing strategy that’s been popping up a lot in my recent conversations with healthcare clinic owners — especially around Google Ads.

The Common Marketing Mistake: Casting the Net Too Wide

Lately, I’ve noticed a recurring theme when chatting with clinic owners: many want to target as many people as possible with their marketing. The thinking goes, “Let’s not be too specific, let’s cast a wide net so we don’t miss anyone.”

Sound familiar?

While it’s tempting to try and attract everyone, this approach often dilutes your message and reduces your chances of really connecting with the right people — those ideal clients who need your help most.

Imagine This Scenario

Let’s say you have shoulder pain — a sharp pain right here when you lift your arm. Now you see two ads online:

• Ad 1: “If you’re in pain, physio can help.”

• Ad 2: “Got sharp pain in the front of your shoulder when lifting your arm? We specialise in that.”

Which one do you think you’d click on?

Almost certainly Ad 2.

Why? Because it’s specific. It feels like they truly understand your problem. You feel seen and heard even before reaching out. And believe me, even if that clinic charges more, you’re more likely to trust them because they get your problem.

Going an Inch Wide and a Mile Deep

This approach — focusing narrowly but deeply — is what I call “going an inch wide and a mile deep.” Instead of trying to reach everyone, you target a very specific client avatar and focus intensely on their particular pain points.

Think about your ideal client. Who is that one person you really want to help? What’s their biggest problem or pain point that they’re fully aware of? How can you describe that problem better than they can?

Speak Their Language

The magic is in the details. You've probably seen the same problem hundreds or thousands of times. You know the phrases your clients use, the emotions behind those problems, and the typical journey they’ve been through before coming to you.

Write all of that down — the words, the frustrations, the “feels like” moments. Use that exact language in your marketing. When you articulate a problem better than your potential client can, they automatically credit you with knowing the solution.

Why This Matters in Healthcare

Most people don’t actually know the best solution for their health problems. For example, if someone has back pain, many assume the answer is opioid pain medication — which we know isn’t the best approach. If your marketing focuses on a solution they don’t understand yet, it might miss the mark.

But if you talk deeply about their specific problem, acknowledging the typical treatment pathways they’ve been through, their frustrations, and how you truly understand their experience, they’ll feel a connection.

An Example: Shoulder Pain and Its Story

Let’s use the shoulder pain example again. Many patients get told they have “shoulder bursitis.” Maybe they’ve had steroid injections, tried massage, or other treatments — sometimes the pain gets better, sometimes worse.

You can build that story into your ad or marketing message:

“Have you tried steroid injections for shoulder bursitis only to find the pain comes back? We understand the frustration of temporary relief followed by flare-ups. Here’s how we help you find lasting results…”

That kind of messaging connects on an emotional level. It says: We see you. We understand what you’ve been through. We can help.

What Makes Great Marketing and Great Healthcare?

Great healthcare professionals are great listeners. In that first 10-15 minutes of an appointment, they listen and connect deeply. When you bring that same mindset to your marketing — really listening to your ideal client’s story and speaking directly to their pain — your marketing will leap from “meh” to magnetic.

Your Marketing Action Step

Right now, think about your marketing messaging:

• Are you being specific enough to connect with your ideal client avatar?

• Does your messaging speak directly to their main problem in the language they use?

• Can your potential clients feel you understand their struggle and want to help?

If not, it’s time to go an inch wide and a mile deep.