Many TRT clinics lack the bandwidth or knowledge to predictably scale patient volume. To solve the problem, many TRT clinics hire a marketing agency.

However, marketing a TRT clinic is very different from marketing a local flower shop.

As a result, even if a TRT clinic hires a local marketing agency, they often experience some of the following issues:

1. Low quality leads: The leads aren’t qualified, so they either don’t convert or require extensive nurture before they’ll convert. Either way, it’s a lengthy buying cycle with a low conversion rate.
2. High patient acquisition costs: In some cases, you’re generating leads, but the acquisition costs are too high.
3. Inconsistent patient volume: You might generate many leads one month but very few the next, making it difficult to scale marketing efforts predictably. 
4. Healthcare advertising policy ignorance: In worst case scenarios, the agency may be unaware of healthcare advertising policies and may accidentally use a patient testimonial and either be banned from an advertising platform or land the company in serious legal trouble.

These issues typically arise because a TRT marketing strategy requires a very different approach than any other local business’s marketing strategy.

It’s a much higher consideration purchase that requires more trust and healthcare advertising laws make it challenging to build that trust.

Even if the local marketing agency has experience in the healthcare industry, there are nuanced differences to marketing a TRT clinic than other healthcare services. For example, there’s a lot of misinformation surrounding TRT that can lead to low-quality leads.

That said, it isn’t impossible to market and sell TRT services. 

There are simply subtle nuances that must be accounted for to predictably and profitably drive leads. 

Here’s the step by step process we use to generate a steady stream of leads for TRT clinics.

The Unique Challenges of TRT Clinic Marketing (And How to Overcome Them) 

A key reason we can drive results is that we understand the nuanced challenges of marketing for TRT clinics and then develop a strategy to address these challenges.

Challenge #1: Patient Trust is Hard to Earn 

Numerous unscrupulous individuals sell a dream to men rather than a legitimate medical solution.

Quality patients are wary of illegitimate providers and research TRT providers more thoroughly than they might research other products or service providers. 

Traditionally, the solution to build trust is simply publishing customer case studies. Yet publishing case studies isn’t possible in healthcare marketing due to HIPAA.

Instead, we build the doctor’s personal brand and authority by appearing on podcasts, speaking, and publishing content commenting on credible research. 

Challenge #2: Lack of Patient Education Leads to Unqualified Patients 

There’s plenty of misleading content on social media about the efficacy of TRT, which can lead to unrealistic patient expectations and unqualified patients (e.g., prospects who aren’t serious or a good fit for the treatment).

The solution to driving qualified patients is creating content around appropriate use cases for TRT and its efficacy. 

We also avoid any messaging promising fast cures or unrealistic claims (which is also essential for remaining compliant).

Challenge #3: Longer Sales Cycles Require More Extensive Nurture and Can Create Higher Acquisition Costs

The sales cycle for a flower shop lasts a matter of minutes. If you’re buying flowers, you’ll likely do a quick search, find a flower shop nearby that offers something appealing, and place your order.

Yet, with a healthcare service, qualified patients often take more time to thoroughly research their options, so they rarely convert the first time they encounter your website. 

So, if you run ads for a high-purchase intent keyword, such as “TRT clinic (city),” you might generate qualified patients, but they aren’t necessarily ready to convert if it’s their first time visiting your website.

Instead, we offer lead magnets that allow you to capture patients as they land on your website, so you can retarget and nurture them through more cost-effective channels, such as email marketing. Retargeting through email marketing reduces customer acquisition costs, as you can retain and convert a higher percentage of traffic that clicks through to your website. 

Our Step by Step TRT Marketing Strategy

Here is the step by step process we use to build a sustainable TRT marketing strategy that efficiently and profitably attracts and converts new patients. 

We typically start with organic marketing efforts, like SEO and content marketing, for two reasons:

1. Organic marketing takes longer to gain traction, but the traffic you earn from it is free.
2. Once you drive people to your website, you need content that explains why you’re a credible provider so you can convert the visitors who arrive on your site.

Only after establishing a solid foundation do we move on to paid advertising.

Step 1: Create and Optimize a Google Business Profile 

When you search for a local business, a box will appear in Google that provides an overview of its services, along with contact information, operating hours, images, and other useful details.

Here’s an example of the Google Business Profile for a local TRT clinic:

A Google Business Profile is important as it allows you to show up in the map pack, which are the search results that people see when searching for clinics nearby:

To create a Google Business Profile, follow the step by step instructions provided by Google. 

Once you’ve thoroughly filled out the profile, Google will send you a postcard with a code to verify the address.

As you fill out the profile, ensure that your name, address, and phone number are accurate across all business listings. 

If there’s any inaccurate information, it may negatively impact your Google rankings. 

Reviews are another critical factor that can help increase your rankings in Google, so it’s essential to create a review generation strategy.

While it’s illegal to offer a monetary incentive to leave a review (positive or negative), you can ask for reviews in person and online.

We recommend doing both.

Specifically, consider taping a QR code to the desk when patients check out and ask the front desk manager to verbally ask patients to leave a review.

You can even give them a specific script like this:

“We’re trying to increase our presence on Google and reviews can help with that, so we’d really appreciate it if you could scan this QR code and leave a quick review.”

You can also ask patients to leave a review on your website. Here’s a great example of this:

Finally, create automated follow-up emails including a review request. Here’s an example of an email you could send:

Step 2: On Page SEO 

As you’re creating a website, optimize it so that:

1. Users can easily find the information they need
2. Search engines and LLMs can easily understand that you’re a credible TRT clinic (and therefore recommend you to searchers)

While there are plenty of small optimizations you can execute to optimize your website, these are the most impactful optimizations. 

However, the first step is to set up Google Search Console. 

Google Search Console is a free tool that allows you to submit a sitemap, track URLs that are and are not indexed, and also provides information on keywords you rank for, internal and external links to your site, website speed, and other helpful data.

Build a Clean Website Architecture 

Ideally, all of the pages on your website should be accessible to users within just three clicks from the homepage. 

Here’s an example of how we structure the main menu to ensure all of the most critical pages are easily accessible:

Keyword Optimization

On each page, include the main keyword in the title tag, the H1, and a few times in the text.

It’s also important to use the keyword in the URL.

You can also find semantic keywords, which are other long tail keywords or variations of the main keyword, in the body text.

For example, if the main keyword is “TRT in Los Angeles,” include variations like “Testosterone clinics in LA.” 

Internal Linking

Links help search engine bots crawl your website and discover other pages, and they also help users find other relevant resources. 

Therefore, include internal links when relevant within the body text. 

For example, if you have a brief bio of a doctor on a specific location page, include an internal link to the more detailed “About” page.

Google Search Console also gives you an internal linking report. This report is helpful as you can identify pages that don’t have many internal links and add more to them to help them rank: 

Optimize For Page Speed

If your website takes too long to load, users will click back to the search results. 

Search engines also know that a slow website experience is frustrating, so a slow website can negatively impact your rankings.

Use a tool like PageSpeed Insights to see how fast your mobile and desktop versions load:

You can then send the results to a freelancer on Upwork to optimize it for you:

You can also find this information in Google Search Console:

Mobile Optimization

The highest intent visitors who are ready to pick up the phone and call are probably visiting on a mobile device.

So your mobile experience must be outstanding.

Today, most website themes are mobile responsive, but it’s still important to double check that the mobile version:

1. Loads quickly
2. Has a clear and easy menu navigation
3. Displays critical information above the fold
4. Displays the phone number prominently in the header

Step 3: Create Pages For Local Keywords

The most valuable keywords you’ll rank for are first location based keywords like “TRT in (city),” as these people are often ready to buy.

Unlike the map pack, where you can only appear in searches where you have a physical location, you can create a location page for any surrounding cities you serve and appear in the blue links of the search results.  

For example, if you’re near Los Angeles but not directly in the city, you can still create a local page targeting the keyword “TRT in Los Angeles,” as some patients may be willing to drive a little further if you deliver a truly outstanding service.

In fact, you’ll see that the search results for TRT in Los Angeles in the map pack are different from those in the blue links:

So how do you optimize a service page for a city?

Here’s a basic checklist of on-page optimizations:

1. Include the main keyword (e.g., “TRT in (city)”) in the title
2. Include a link to your services pages in the main menu
3. Optimize the URL to include the keyword (e.g., “example.com/trt-clinic-los-angeles”)
4. Write a title tag and meta description that include the keyword
5. Include internal links to other relevant pages (e.g., link out to relevant content on conditions you treat, the doctors at that location, etc.)

However, the most challenging aspect of optimizing a page for location based keywords is the content itself. 

Content provides search engines (and LLMs like ChatGPT) with more context regarding what your page is about, which can help increase your rankings in Google and improve your clinic’s visibility in LLMs.

The challenge is to ensure that all the content on each city page is slightly different. 

Here are some ideas for the content we often include on each specific city page:

• About the doctors – include information on each doctor serving in that city.
• Location – include information regarding where the clinic is located and relevant landmarks nearby.
• Conditions – discuss specific conditions you address with TRT.
• FAQs – include any FAQs relevant to your policies at that location.

Step 4: Create Helpful Content Related to TRT

Most patients conduct some basic research on TRT before scheduling a consultation.

If you publish credible information about TRT, you earn two benefits:

1. Earn patient trust before they begin researching providers and, therefore, be their first choice when they are ready to schedule an appointment.
2. Prove to LLMs and search engines that you’re a credible source of information on the topic and earn visibility and higher search engine rankings for TRT-related search queries.

So, what kind of content should you create to establish credibility?

First, create an ultimate guide to TRT that discusses everything someone could possibly want to know about the subject, including:

• What TRT is used for
• Benefits of TRT
• Is TRT effective?
• TRT treatment process
• TRT for men
• TRT for women

You can find more related keywords with a tool like Ahrefs:

However, the best strategy is usually asking a tool like ChatGPT or Manus to create an outline for you:

Be sure to support claims with credible scientific data, have a real doctor review it, and then include a section at the top highlighting that a doctor reviewed it.

This can help you rank higher in search engines as they want to ensure that all medical information is credible.

In fact, this is what sites like WebMD typically do:

In addition to creating an ultimate guide on testosterone replacement therapy, create content for each of the conditions you can use it to treat.

For example, here are a few of the keywords I found that you could also create content for:

• TRT for Anxiety
• TRT for Hair Loss
• TRT for Erectile Dysfunction
• TRT for Depression

Some other content that potential patients may search for include:

• Cost of TRT
• TRT Levels
• Oral TRT vs Injection
• Is TRT Safe?

You can also write thought leadership content reacting to recent studies and news about testosterone replacement therapy.

While this content may not rank in search engines, it can still reach a wide audience across social media and help patients realize that you’re at the forefront of the industry. 

We’ve also found that creating video content is particularly helpful for building trust as a health clinic. Therefore, you can turn any of the articles you write into videos as well.

Step 5: Off Page Optimization (Partnerships and Link Building)

Creating content can help people understand that you’re an authority in the TRT industry. Still, search engines, LLMs, and users will trust you even more if other industry professionals recommend your clinic and doctors.

In fact, links from other credible websites to your clinic’s website enhance its authority and credibility, which, in turn, can improve rankings in search engines and increase visibility in LLMs.

Here are three primary ways to build website credibility:

• Participating in health/fitness related podcasts 
• Guest blogging on credible industry blogs
• Sponsoring local and national events

#1: Participating on Health/Fitness Related Podcasts

There are plenty of credible health podcasts that regularly feature doctors. You can pitch these hosts and offer to have one of your doctors do an episode with them on TRT.

Here’s a prompt I gave to ChatGPT to help me find some podcasts:

You’ll see that it gave me a variety of decent podcasts to pitch:

If one of your doctors appears as a guest on one of these shows, you’ll receive a link back to your website and gain quality brand awareness among their audience.

#2: Guest Blogging on Credible Websites

Similar to the podcasting strategy, you can also offer to write a guest post on a reputable health or fitness blog or publication. 

ChatGPT is a great resource to identify relevant websites and blogs to pitch:

As you’re pitching these websites, remember that they want a new story. 

Therefore, a pro tip is to look for recent TRT studies and have your doctors share their professional opinion on the news.

#3: Sponsor Local and National Events

Finally, simply sponsoring local and national fitness events is not only a great way to increase general brand awareness but also to prove your credibility to search engines and LLMs.

For example, you can search “charity” “city” and “sponsor” to find sponsorship opportunities:

Not all of the events will be relevant, but you can browse through to find health and fitness-related charities and prioritize them. 

Another option is to sponsor health and longevity conferences. 

I asked ChatGPT to give me a list, and it provided some helpful ideas:

In addition to generating editorial links, you can also build local citations. 

For example, Yelp and ZocDoc are excellent examples of citations. 

In fact, Yelp is the top ranking result in Google for “TRT clinics near me:”

Therefore, showing up at the top of Yelp is potentially just as beneficial as showing up at the top of Google:

To help you identify relevant local citations, consider using a tool like BrightLocal.

It’s also imperative that there aren’t any discrepancies in citations (e.g., your name, address, and phone number), as search engines and LLMs hold that against your credibility. 

If there are any inconsistencies across your citations, BrightLocal also automatically finds and fixes them. 

Step 6: Run Paid Ads

We create a strong organic marketing foundation so that there’s sufficient context and proof that visitors convert when they arrive on the page. 

However, organic marketing efforts do take time to produce an ROI, so we also run Google Ads for relevant keywords.

To get started, review Google’s healthcare advertising requirements. You’ll need to complete a certification application that outlines clinic information, licensing documentation, and medical credentials for manual review.

Additionally, you’re only permitted to advertise in states where you’re a licensed TRT provider.

Once you’ve been approved, you can create your first campaign.

First, enter relevant search themes:

Then, select your location so that you only target people in your area. Here, you’ll click on “Advanced Search.”

Then, enter your clinic’s address and only target people within a specific radius of your clinic. The radius may vary depending on your location, so consider how far patients typically drive to your clinic to determine the appropriate radius.

Then, you’ll create your ads.

You’ll have the option to create several headlines. 

When writing the copy for your ads, maintain a professional tone and avoid claims or language that implies a “cure” or “guaranteed results.”

Instead, simply state what you offer or your doctor’s credibility (e.g., “licensed”). 

You’ll also have the option to add site links, upload photos, your logo, and other assets.

Next, set the goal to “Conversions.”

Then, you’ll set your average daily bid:

A budget of $5 per day is generally a good starting point. 

Enter your credit card information, and you’ll be ready to start running ads.

It can take some time for Google to identify the type of ads and audiences that work for your brand, so give it at least a week or two to run before making additional adjustments. 

Step 7: Build Email Nurture Sequences

TRT is a considered purchase.

Unlike a local flower shop or bakery, most TRT prospects don’t schedule a consultation the first day that they visit your website. They’ll do some research on TRT, figure out which doctors are credible, and then schedule a consultation.

If you aren’t capturing leads when they first visit your website, there’s a very good chance that they’ll ultimately choose a different provider. 

Especially as you start running paid ads, you’ll find that your ad costs will be very high if you aren’t retaining the traffic coming to your website.

To capture leads, you need a valuable resource that visitors will give their email address to obtain.

Here are a few ideas of lead magnets you could offer to capture TRT prospects:

• TRT cost calculator: This tool provides a cost estimate for TRT based on age, goals, and treatment types.
• Free testosterone quiz: This is a tool that will help potential patients understand if they are a good fit for TRT.

As you’re creating your lead magnet, only ask for the email address at the end.

For example, ask for the email address after the user completes the testosterone quiz to send them results. For the TRT cost calculator, only ask for the email address after they’ve entered the required details. 

This will help increase the total number of leads collected.

Note: Many TRT clinics offer a “TRT guide” as a lead magnet, though we recommend giving this away for free to help your rankings and visibility in Google and LLM searches. 

Once you start collecting email addresses, build out an email nurture sequence that highlights TRT studies, provides insights from credible medical experts (including your own doctors), and FAQs about the process itself. 

For example, here’s what an email nurture sequence might look like:

As you’re writing the emails, here are a few basic guidelines to follow:

• Clear, benefit-driven subject line: Make it intriguing enough that they want to open it, but avoid clickbait or sensational language.
• Write like a human: Scientists tend to speak above the average person’s knowledge level. You can write conversationally and still keep a professional tone.  
• Focus on their pain points: Instead of just stating facts, tie them back to the patient’s goals. 
• Keep it short: Emails only need to be 100–200 words. Use graphics and visuals, and plenty of white space to avoid intimidating readers.
• Add a call to action (CTA): Include a link to book a consultation and also give them the option to respond to the email. 
• Mobile-friendly formatting: Make sure that the email is visually appealing on both desktop and mobile.

Here’s an example of what your email might look like:

You can also A/B test subject lines, the topics themselves, and the copy to further improve your email marketing.

How to Generate More Leads For Your TRT Clinic

This is the step by step process we use to generate consistent, high quality leads for TRT clinics.

If you don’t have the bandwidth to execute this in house or your current marketing strategy isn’t generating the results you want, reach out to us today at Quantum Leads.

We can execute this strategy for you and continuously optimize and improve it to align with your clinic’s unique value proposition and audience.

Reach out to us today to learn more.