The 2027 Marketing Plan for Medical Clinics

In what to do in 2027 to grow and fill the schedule, we walked through the seven areas of a clinic: visibility, video, reviews, booking, operations, CRM and AI. Now we’re putting them on a calendar. Clinics have something most businesses don’t: a patient year that’s fairly predictable. There are months when insurance changes, months for school physicals and months for flu shots. Marketing that follows that rhythm comes across as helpful instead of pushy.

January to March: insurance, no-shows and service pages

January is insurance month. KFF data cited by MGMA shows active paid Marketplace coverage fell 13% in 2026, and every plan change is a patient who isn’t sure you still take them. Post your current list of accepted insurance on your website and Google profile, and reach out to patients to explain what changed. If you see Medicare Advantage patients, keep in mind they have their own window to switch plans, from January 1 to March 31, according to Medicare.gov.

February goes after no-shows before you spend a dollar on ads. Set up text reminders that let patients confirm or reschedule, and offer online rescheduling. A Tebra survey cited by MGMA found 69% of patients want to do it without calling, while MGMA found that at 71% of medical groups, fewer than 1 in 4 patients book digitally. March is website month: one page per service or condition, in Spanish and in English. Here’s how a clinic shows up in AI answers.

April to June: video, reviews and hurricane prep

April is for filming. One morning gets you eight to ten short videos of your physicians answering common questions, plus a walkthrough so new patients know where to park and who’ll greet them. No patient appears without written authorization, and check the background of every shot: one open schedule on a screen is enough to cause a problem.

May is for the review routine after every visit, with a direct link and in the patient’s language. When you reply, never confirm the person is a patient. Then June opens hurricane season, which the National Hurricane Center dates from June 1 to November 30. For a clinic, this one is pure patient service: how you’ll announce a closure, how appointments get moved and what patients on chronic medications should keep on hand.

July to September: school physicals, flu shots and Hispanic Heritage Month

July is your midyear review: where the new patients who came back for a second visit came from, not just the ones who called. August is back-to-school, a good time to remind families about checkups and school forms if your clinic handles them. September kicks off flu season outreach. The CDC says September and October are generally good times to get vaccinated, and ideally everyone should be vaccinated by the end of October.

If you advertise a free or discounted shot or exam, Florida law requires the §456.062 disclaimer in capital letters. And from September 15 to October 15, Hispanic Heritage Month is a natural moment to introduce the physicians who see patients in Spanish, with no promises and no comparisons. We cover it in Florida’s advertising rules for medical clinics.

October to December: Medicare, annual checkups and next year’s plan

According to Medicare.gov, Medicare Open Enrollment runs from October 15 to December 7. If your clinic accepts Medicare plans, publish which ones early, in both languages, so patients know before they choose. November is for reminding patients about annual checkups before the year closes and for asking happy patients for reviews. December wraps up with holiday hours on Google and a look at the numbers for 2028.

HIPAA, every month

This plan runs on texts, emails, forms, a CRM and sometimes an AI assistant. Every vendor that handles your patients’ health information on your behalf has to sign a business associate agreement (BAA) under HIPAA; if they won’t, they’re not a fit for a clinic. Clinical notes stay out of the marketing CRM, reminders don’t mention the reason for the visit, and ad pixels stay off the pages where patients enter health information. If you’re thinking about automation, here are the tasks you can stop doing by hand.

Where to start

• —Ask every vendor that handles your patients’ data (texting, CRM, answering service) for a copy of their signed HIPAA agreement.
• —Make sure the insurance list on your website is the 2027 list, not last year’s.
• —Block one morning in April for filming and one in September for your flu shot campaign, starting now.

Twelve months of campaigns, with HIPAA and Florida law on top, is a lot for a clinic that’s also seeing patients all day. At Brito we run it as one connected system: marketing, video we shoot ourselves, BritoCRM and AI tied to your appointments, in English and in Spanish, from Miami since 2006, with your patients’ privacy as the starting point. In Miami-Dade and Broward we come to your clinic; anywhere else, we meet by phone or video call. Whenever you’re ready, take a look at how we work with medical clinics.