Mental health and wellness clinics sit in a delicate position. Demand for therapy, psychological assessment, and holistic support has never felt higher, yet many clinics still stare at empty slots in the calendar or rely on erratic word-of-mouth. Plenty of therapists and psychologists offer outstanding care, but that does not guarantee that the right patients ever find them.
For most people, the first step when they decide to seek help is no longer a phone call to a friend’s GP. It is a search box, a social feed, or a recommendation thread. Patients research options, compare clinics, check reviews, and read your website before they feel safe enough to take the step of reaching out. That means your success as a clinic now depends on a clear and consistent approach to patient acquisition, not just clinical expertise.
This article explores patient acquisition strategies for clinics from the point of view of therapists, psychologists, mental health clinic owners, and wellness professionals. The focus is the consideration phase of the funnel, where potential patients already recognise a problem and are trying to decide whom to trust. You will see how patient acquisition marketing works in practice, where digital and offline tactics meet, and how an expert agency such as NUOPTIMA can help you build a reliable system rather than a collection of disconnected one-off campaigns.
What Patient Acquisition Means for Clinics
Patient acquisition describes every step that leads from a person’s first awareness of your clinic to their first attended appointment. It covers marketing, communication, and operations. It is larger than “getting leads” and less vague than “growing the practice”.
For a mental health or wellness clinic, a typical journey might look like this:
A person struggles with anxiety, relationship stress, intrusive thoughts, fertility worries, trauma symptoms, burnout, or any of the countless pressures that drive people to seek help. They type a phrase into Google, scroll through search results, read a few articles, glance at your Google reviews, and click through to your website. They scan your services, your team bios, and maybe your FAQ about what happens in a first session. They copy your name into other sites to see whether you appear elsewhere. They talk to their partner and return to your website a few days later. This time they pick up the phone or send an enquiry. If your team responds clearly and compassionately, they book. If they feel confused or ignored, they go elsewhere or give up.
Patient acquisition strategies for clinics aim to make this process as simple, reassuring, and reliable as possible for both sides. You want to attract people whose needs match your services, support them as they research, and remove friction from the step of contacting you. When this runs smoothly, your diaries fill, revenue stabilises, and clinicians can focus on care rather than constant marketing panic.
Ethics, Care, and Regulation as the Foundation
Patient acquisition in mental health can never follow the same tactics as selling trainers or phone contracts. People who come across your clinic content may be vulnerable, frightened, or in crisis. That means your patient acquisition marketing must sit on firm ethical ground.
First, consider the way you describe conditions and outcomes. Language that overpromises or plays on fear creates risk for both patients and clinicians. For instance, claiming that a programme “cures anxiety in ten sessions” is not only unrealistic, it may breach professional guidelines. A more honest approach would describe the structured methods you use, the kind of progress many people experience, and the limits of what you can say without individual assessment.
Second, keep confidentiality in mind in every asset you create. Case studies, testimonials, and blog posts must never enable someone to identify a real patient without explicit consent. Even where you think a scenario is anonymous, details can combine in surprising ways. A safer approach is to use composite examples compiled from several cases or to describe patterns in general terms.
Third, align your marketing with regulations in your jurisdiction. That might include advertising rules specific to psychologists or psychotherapists, healthcare advertising standards, and data protection law. Any tool that captures personal details, from a simple contact form to a newsletter sign-up, must handle those details securely. If you mention insurance or work closely with insurers, your content has to reflect their requirements too. Clinics that work in highly regulated niches such as fertility, for example, often partner with specialists in fertility clinic SEO so that content, search, and compliance pull in the same direction rather than competing.
Ethical, compliant marketing is not just protection against trouble. It signals to patients that you take their safety seriously before they even step through your door.
Start With the Patient Journey, Not the Channel
It is tempting to jump straight into tactics such as Google Ads or Instagram posts. A stronger route starts with a clear view of how patients already move through your clinic.
Take time to map your current journey. Where do enquiries come from today? How many are referrals from GPs, psychiatrists, schools, and other clinics? How many heard about you from friends? How many found you online, and if so, where? Intake forms that include a simple “How did you hear about us?” field can produce useful data within a few weeks.
Next, look at what happens to those enquiries. Track how many phone calls and forms lead to first appointments, how many people fail to attend, and how many continue beyond one or two sessions. This does not need to be a complex dashboard at the start. A simple spreadsheet that records date, source, service, and outcome already gives insight.
Through this lens, you might notice patterns such as:
- People who come through your website form are likely to attend and stay.
- People who call on Monday mornings often hang up after long hold times.
- Referrals from a particular GP practice convert strongly.
- Enquiries for a certain service spike every spring, then tail off.
Once you see the journey clearly, patient acquisition strategies for clinics stop being abstract. You can design around real behaviour instead of guesswork.
A Clinic Website That Supports Patient Acquisition
For many clinics, the website is the first serious contact that a potential patient has with the organisation. Even where most appointments are booked by phone, the website often acts as the decision-maker. If it feels confusing or cold, people rarely call.
A helpful way to structure a mental health clinic website is to mirror the questions that real patients ask. Someone rarely searches for “integrative psychotherapy model”; they search for “help with panic attacks in Bristol” or “relationship counselling online”. That means it usually works well to group pages into:
- Services, such as CBT, EMDR, couples therapy, child and adolescent therapy, group programmes, psychiatric assessment, or coaching.
- Conditions and concerns, such as anxiety, depression, OCD, PTSD, perinatal mental health, health anxiety, grief, and fertility-related distress.
- Practical information, such as fees, insurance, locations, telehealth, and contact details.
- About pages that introduce your team, their training, and your clinical approach.
- Resources, such as blogs, guides, and FAQs.
Each key service and condition page should read less like a brochure and more like a calm conversation. People visiting may already be overwhelmed or in tears. Short paragraphs, clear headings, and a gentle tone go a long way. Instead of jargon, describe what the experience might feel like from the patient’s point of view and then outline how your team usually works with that concern.
Clear calls to action matter here. Patient acquisition marketing often stumbles at the last step because the website hides contact details behind menus. Place your phone number, email, and booking options in consistent spots across the site, such as the header, footer, and near the end of every substantial page. On mobile devices, tap-to-call buttons can make contact far easier.
Technical performance supports all this. A site that loads slowly on a mid-range phone or breaks on older browsers discourages visitors before they ever read your work. Support for screen readers, sensible contrast levels, and descriptive link text matter for accessibility and for trust. In the mental health field, many prospective patients live with conditions that affect attention and processing. A clean, steady layout signals respect for their energy.
Search Engine Optimisation as a Long-Term Patient Acquisition Engine
Search engine optimization (SEO) remains one of the strongest patient acquisition strategies for clinics, including mental health services. When someone types “trauma therapist Manchester” or “ADHD assessment London”, they are actively searching for support. If your clinic appears near the top of those results with a clear and reassuring snippet, you stand a good chance of receiving the enquiry.
SEO begins with understanding what people search for. It helps to group keywords into a few buckets. One bucket covers service phrases such as “CBT for anxiety Birmingham” or “online couples therapy UK”. Another covers condition phrases such as “help for intrusive thoughts”, “postnatal depression therapist”, or “sleep problems counselling”. A third bucket focuses on location phrases such as “psychologist in Leeds city centre” or “counselling near me”.
Once you know the language that people use, you can plan pages that answer those searches. The title tag, meta description, main heading, and first paragraphs should align with the topic in a natural way. For example, a page on trauma therapy should clearly mention trauma, the therapeutic approaches you use, and where you deliver them, without feeling like a list of keywords. Search engines now place heavy weight on user signals such as time on page and bounce rate, so genuine clarity usually beats clumsy keyword stuffing.
Local SEO deserves its own focus. Many people want a clinic within easy travelling distance. Your Google Business Profile (GBP) influences where you appear on Google Maps and in the local “three pack” of results. Fill in every field you can, including categories, services, opening hours, and photos. Encourage satisfied patients who wish to share their experience to leave honest reviews, and reply in a professional way that preserves confidentiality.
Clinics that specialise in particular areas, such as fertility, autism, or eating disorders, gain extra value from niche SEO. Targeted pages that discuss specific treatment journeys can attract a smaller but highly relevant audience. This is where experience from programmes such as fertility clinic SEO transfers neatly into mental health settings: both involve sensitive conditions, complex journeys, and long consideration periods.
SEO does not transform results overnight. It builds momentum over months, sometimes years. Yet, once established, it often becomes the most cost-effective source of new patients, feeding the clinic with steady enquiries even when ad budgets fluctuate.
Healthcare Content Marketing for Trust and Education
In mental health and wellness, content marketing is not a trendy add-on. It is one of the best ways to build trust at scale. Many prospective patients need time to move from recognition of a problem to the step of contacting a clinic. During that time, they read articles, watch videos, and look for material that reflects their experience.
Healthcare content marketing for clinics works when it addresses real questions in plain language. Common topics include how specific therapies work, what to expect in a first session, how to choose a therapist, signs that a problem might need professional support, or how to support a partner in therapy. When you cover those questions with care and nuance, you show that your clinic can handle complex human experiences thoughtfully.
Different formats serve different points in the journey. Short blog posts can answer focused queries such as “what happens in EMDR” or “how many sessions does therapy take”. Longer guides can explore broader themes such as “a guide to anxiety treatment options in London” or “how relationship therapy can help after infidelity”. Video content allows potential patients to see and hear clinicians, which can reduce fear around that first meeting.
Tone sits at the heart of effective content. Patients read between the lines. A harsh, pathologising style puts many people off, especially in areas such as trauma, neurodiversity, or gender identity. At the same time, content must avoid making clinical promises to anonymous readers. The balance lies in acknowledging pain, offering evidence-based information, and inviting people to seek individual support where appropriate.
Producing high-quality content on a regular schedule takes time. Clinics without an internal marketing team often find that a specialist Healthcare Content Marketing partner helps. NUOPTIMA, for instance, plans content in a way that supports both SEO and clinical credibility. Articles and resources work together across the funnel, guiding potential patients gently from awareness to consideration and then to action.
Reviews, Social Proof, and Online Reputation
Before people entrust something as personal as their mental health to a clinic, they look for evidence that others have had good experiences. This social proof rarely dictates the decision alone, yet it often tips the balance between two similar options.
Google reviews sit near the centre of this picture. A clinic with a set of thoughtful reviews and responses looks very different from one with a bare profile. The volume, tone, and recency of feedback all matter. A single five-star review from four years ago feels less reassuring than a steady trickle of honest comments over the past year.
Gathering reviews in a mental health setting needs sensitivity. Some patients will never feel comfortable naming their clinic in a public forum, and that choice must be respected without pressure. One gentle approach is to let patients know, near the end of a successful episode of care, that reviews help others to find support sooner. If someone asks how to leave feedback, you can provide a link.
Responses to reviews are an extension of your brand. Short, warm replies that avoid any acknowledgement that the reviewer is a patient strike the right tone. In the rare cases where a review feels unfair, defensive replies often backfire. A brief, calm response that invites the person to contact the clinic directly tends to work better and aligns with professional standards.
Reputation also extends beyond formal reviews. Mentions in local press, guest contributions to trusted websites, participation in community events, and positive talk among referrers all support patient acquisition strategies. People notice when a clinic seems woven into the local care landscape rather than appearing out of nowhere.
Paid Channels: When to Use Them and How They Compare
Paid patient acquisition marketing lets clinics reach people faster than SEO or organic content alone. The main channels are search advertising, such as Google Ads, and paid social campaigns on platforms like Meta or LinkedIn. These can work well, yet they require careful handling in healthcare.
Search adverts show when someone types a query into Google. For clinics, that usually means targeting phrases such as “anxiety therapist Glasgow” or “private ADHD assessment Cardiff”. When a person clicks the advert, they land on a page of your choice. If the page mirrors their intent and makes contact easy, many will convert into enquiries.
Social adverts reach people while they scroll feeds rather than when they search. That suits offers such as webinars, group programmes, or educational resources for specific demographics. For instance, a clinic might run LinkedIn ads for a trauma workshop aimed at HR leaders, or Instagram ads about a postnatal mental health group for new parents.
It can help to see the main channels side by side:
| القناة | Typical speed of results | Cost per acquired patient (relative) | Trust signal for patients | Management effort |
| تحسين محركات البحث العضوية | Slow at first, then steady | Low over the long term | High, feels “earned” | Medium to high |
| Google search ads | Fast once launched | Medium to high | Medium, depends on page | عالية |
| Paid social ads | Fast for awareness | متوسط | Medium, more top-funnel | عالية |
| Professional referrals | Slow to set up | Low financial outlay | Very high | متوسط |
| Word-of-mouth | Unpredictable | Very low direct cost | Very high | Low control |
Figures will differ for every clinic, yet the pattern holds. Paid channels often bring people to your door quickly, while organic channels and relationships build steady momentum. In practice the best patient acquisition strategies for clinics combine both. Paid campaigns fill gaps and test messages. SEO, content, and partnerships provide depth and resilience.
Working with an experienced agency such as NUOPTIMA matters here. Many clinics burn budgets on poorly structured campaigns that pay for clicks from people who were never likely to book. An agency that understands mental health can shape targeting, wording, and landing pages around ethical guidelines and realistic conversion goals.
Social Media and Community Presence
Social media can feel intimidating for mental health professionals. Some worry about blurred boundaries or the risk of saying the wrong thing. Others feel pressure to become influencers, which sits uneasily beside clinical duties. The good news is that clinics rarely need viral fame. A calm, consistent presence is enough.
Begin by choosing platforms that match your audience and your capacity. LinkedIn works well for B2B relationships, such as corporate wellness contracts, EAP partners, and professional referrers. Instagram suits clinics that want to share gentle psychoeducation, clinic updates, or short video introductions. YouTube is helpful for longer explanations of therapeutic approaches or for webinar recordings.
Content on these platforms should stay within clear boundaries. Avoid discussing individual cases, even in vague terms, and steer away from providing therapy in the comments section. Use posts to normalise help-seeking, explain what your clinic does, and guide people towards secure channels for personalised support.
Social media shines when it humanises your clinic. A short video where a psychologist explains what happens in a first session, filmed in a quiet therapy room, can reduce anxiety for many viewers. Photos of waiting areas, therapy rooms, or group spaces help people picture themselves there. Occasional posts about team training or community events can show commitment to learning and connection.
From a patient acquisition perspective, social media rarely drives most of the leads. Instead, it supports other efforts. Someone might find you via SEO, read your blog, then click through to your Instagram feed. The steady tone across these touchpoints nudges them closer to booking.
Email, Nurture Sequences, and Patient Experience
Patient acquisition does not end once someone clicks “submit” on your contact form. For clinics, many drop-offs happen between enquiry and the first session. People lose nerve, forget to reply, or find help elsewhere. Thoughtful follow-up can make a large difference.
Start with confirmation messages. When someone fills in a form or joins a waiting list, send a clear email that explains what happens next. Include realistic timeframes, ways to reach you if their situation changes, and links to a few resources that may help in the meantime. This simple step shows that the enquiry has not gone into a void.
Where appropriate, short nurture sequences can help hesitant enquirers feel ready. For example, a sequence over a week might cover what to expect in therapy, how to prepare for the first session, and how confidentiality works. These messages should never push someone into booking. Their role is to reduce uncertainty and answer practical concerns, which often clears the way for those who already want help but feel scared.
Newsletters offer another layer. Past patients who have given consent, professional contacts, and people who downloaded resources can receive an occasional email with new articles, upcoming groups, or changes in services. The aim is not to send constant sales pitches but to remain part of their mental map of available support. When a former client, colleague, or referrer hears that someone needs help, your clinic will sit nearer the top of their mind.
Patient experience ties all this together. Friendly, well-trained reception staff, clear billing processes, respectful reminders, and a feeling of psychological safety in the clinic all contribute to retention and referrals. In other words, the way you treat people after they book has a direct influence on future patient acquisition. Happy patients refer friends, write reviews, and mention you to their GP. Frustrated patients do the opposite.
Referrals, Insurers, and Strategic Partnerships
While digital marketing attracts people who search for help independently, referral networks and partnerships still play a major part in patient acquisition strategies for clinics.
Professional referrers include GPs, psychiatrists, school and university wellbeing teams, occupational health providers, and other therapists. These professionals need to know what you do, whom you help, and how you receive referrals. Concise information packs, simple referral forms, and responsive communication build trust. Educational events, such as lunch-and-learn sessions or CPD workshops, deepen relationships and position your clinicians as reliable partners.
Corporate and organisational links add another layer. Many employers look for confidential counselling provision for staff, either directly or through employee assistance programmes. Community groups, charities, fertility clinics, oncology units, and chronic illness services often look for trusted mental health partners too. When you work in sensitive areas such as insurance-funded services, expertise from sectors such as insurance SEO becomes surprisingly relevant, since the way insurers list and surface providers affects who finds you.
Within healthcare itself, cross-referrals between clinics help ensure that patients end up in the right place. A general psychotherapy service might refer complex eating disorder cases to a specialist unit, while receiving trauma referrals from a clinic that focuses mostly on addiction. Those relationships grow over years and rest on mutual trust that each party will act in the patient’s best interest.
All these routes require time and consistency rather than flashy campaigns. A simple rhythm of check-ins, updates, and responsiveness can bring in a steady flow of patients who are already pre-qualified by another professional.
Measurement and Data-Led Improvement
Without data, it is hard to know which patient acquisition strategies are working and which are quietly wasting resources. Clinics do not need huge analytics setups, yet a few steady measures give clarity.
Begin with traffic and enquiry figures. Track how many people visit your website each month, which pages they land on first, and where they go next. Pay attention to which pages lead to contact form submissions or calls. Over time you will see patterns, such as a particular guide that brings in a high number of enquiries, or a service page that receives traffic but rarely converts.
Overlay this with simple source tracking. Intake forms that record “Google search, GP referral, friend, social media, insurer directory, other” already tell you a great deal. If you run paid campaigns, make sure you know which adverts or keywords led to each call or form. That allows you to calculate rough cost per acquired patient and shift budgets in favour of channels that generate appropriate, attending patients.
Key figures to watch include conversion from enquiry to first session, attendance at that first session, and continuation beyond it. A drop-off between enquiry and booking might point to slow responses or confusing processes. A drop-off between booking and attendance might signal anxiety, unclear directions, or barriers such as transport and childcare.
Agencies such as NUOPTIMA treat this data as a starting point, not an end. They work with clinics to test improvements: revising landing pages, adjusting advert copy, refining targeting, or expanding high-performing content. Each change is measured, so the clinic sees real results rather than vague reassurance.
Tailoring Patient Acquisition Strategies by Clinic Type
Different kinds of clinics face different constraints and opportunities. While the principles of patient acquisition remain similar, the emphasis shifts.
Solo therapists and very small practices
Solo practitioners often run their own websites, accounts, and diaries. Time and budget are limited. The priority tends to be a focused strategy that covers the basics well rather than trying every channel.
For a solo therapist, a clear website with a handful of strong service pages, a Google Business Profile, a modest SEO plan, and perhaps a small, tightly targeted Google Ads campaign can be enough to keep a caseload full. Occasional blog posts that answer common questions, combined with warm relationships with referrers, support this. In many cases, handing ongoing SEO and content to a partner like NUOPTIMA makes sense once diaries fill and time for marketing shrinks.
Group practices and multidisciplinary clinics
Group practices that bring together several disciplines, such as psychologists, counsellors, psychiatrists, and coaches, have more to offer but also more to explain. Their websites need to maintain a simple structure despite a wide range of services.
Here, patient acquisition strategies usually blend stronger SEO efforts, more frequent content, and broader paid campaigns. Different service lines, such as child and adolescent work, trauma treatment, or neurodevelopmental assessment, may need their own landing pages and tailored campaigns. Intake systems become more complex, with triage to match patients to the right clinician. Data from this process feeds back into marketing decisions: if neurodevelopmental enquiries outstrip capacity while another area runs quiet, plans can adjust.
Multi-location clinics and national brands
Clinics with several sites, or those that provide telehealth across large regions, must pay attention to local variation. Search demand, competition, referral networks, and insurer presence differ from region to region.
Local SEO for each site, combined with location-specific landing pages and Google Business Profiles, becomes important. Consistent branding and shared clinical standards help patients feel the same level of care whether they visit in London, Manchester, or an online-only “location”. Paid campaigns might target certain cities at certain times, depending on capacity.
Specialist and niche clinics
Clinics that specialise in specific areas such as fertility, trauma, addictions, or eating disorders face unique marketing challenges. Their audiences may be smaller but more deeply engaged. Searching for parents of children with complex needs, for instance, often read extensively before contacting anyone.
Content strategy sits at the centre for these clinics. Detailed, empathetic guides that explain assessment, treatment options, likely timelines, and support for families help build trust. SEO focuses on precise phrases that reflect the way these communities speak about their experiences. Partnerships with medical services, charities, and support groups extend reach without aggressive advertising. Experiences from sectors such as fertility clinic SEO are very relevant here, since both involve long journeys and layered decision-making.
Insurance-led and EAP-heavy clinics
Some clinics receive a large share of their caseload through insurers or employee assistance programmes. In these cases, patient acquisition strategies look slightly different. Visibility within insurer search tools, clear listings, fast response times, and reliable reporting can matter as much as traditional marketing channels.
Nevertheless, public-facing marketing still has a role. Many people now research a clinic even when referred by an insurer. A strong website, good reviews, and educational content reassure them that they are in safe hands. Expertise from areas such as insurance SEO helps clinics align their language with the terms that both insurers and patients actually use.
Why Clinics Partner With NUOPTIMA for Patient Acquisition
Running a clinic leaves limited space for building and maintaining complex marketing systems. Many owners discover that they can either see patients, manage their team, and develop services, or constantly learn the latest shifts in SEO, advertising rules, analytics platforms, and content formats. Doing all of it alone rarely works for long.
NUOPTIMA focuses on growth for healthcare and mental health organisations. That means they bring a blend of digital expertise and sector knowledge to patient acquisition strategies for clinics. They understand how to write about sensitive topics in a way that respects both clinical nuance and search intent. They know where advertising policies draw lines around mental health content. They can trace the journey from online click to phone call to booked appointment and identify where improvements will make the greatest difference.
For a mental health clinic owner, that partnership typically covers:
- A clear strategy that lays out how SEO, content, paid campaigns, and partnerships will work together over the next year.
- Technical SEO and site structure work, so that search engines and patients can find what they need on your website.
- A content plan and production process that adds high-quality articles, guides, and resources every month.
- Management of Google Ads and social campaigns, with careful attention to budget, compliance, and real-world outcomes.
- Regular reporting that translates data into plain language and suggests next steps.
Rather than a set of isolated tactics, the clinic gains a steady patient acquisition engine that aligns with its clinical values and growth aims.
الخاتمة
Patient acquisition strategies for clinics are not about loud adverts or hollow promises. They are about making it easier for the right patients to discover appropriate care, feel confident in that choice, and step through the door.
For therapists, psychologists, mental health clinic owners, and wellness professionals, that involves a mix of elements. A gentle yet clear website that reflects your work. Search visibility that places you in front of people when they seek help. Educational content that answers questions and normalises support. Reviews and social signals that show others have had good experiences. Paid campaigns where they make sense, grounded in careful tracking. Relationships with referrers, insurers, and community partners. Smooth processes inside the clinic, from first call to final session.
No clinic needs to implement every possible tactic at once. The most effective patient acquisition strategies usually start from where you are, strengthen weak points in your current journey, and then add new layers gradually. For some that might mean a focused local SEO push. For others it might mean turning a popular blog into a structured content hub, or reshaping paid campaigns that already run but do not quite deliver.
If you want support in building this kind of system, NUOPTIMA offers the combination of digital marketing skill and healthcare experience that clinics need. With the right strategy and partner, patient acquisition becomes less of a constant scramble and more of a steady, predictable flow, leaving you free to focus on the work that drew you to this field in the first place: helping people feel and live better.
الأسئلة الشائعة
Most organisations rely on three broad acquisition approaches: organic acquisition (people finding you through search, content, or referrals), paid acquisition (ads on search engines, social platforms, or other channels), and partner or referral acquisition (relationships with other professionals or organisations who send patients your way). A balanced plan usually combines all three.
Healthcare often adapts the traditional marketing mix into five core areas: Product (your services and care pathways), Price (your fee structure or insurance arrangements), Place (where and how patients access your services), Promotion (how you communicate and market your clinic), and People (the staff who deliver care and shape the patient experience). These five elements guide how a clinic positions itself and reaches the right audience.
If PT refers to physiotherapy/physical therapy volume, clinics typically raise numbers by improving local search visibility, building strong referral links with GPs or specialists, publishing helpful educational content, and running targeted paid campaigns for key conditions. Streamlined scheduling, shorter wait times, and a clear patient journey help convert more enquiries into booked sessions. Positive reviews and good patient outcomes also play a big role in building momentum.
Patient acquisition is the process of attracting new patients to your clinic. It covers everything from search visibility and content to paid ads, referral pathways, and the steps someone takes from first contact to becoming a booked appointment. The goal is to bring in suitable patients in a reliable, cost-effective, and ethical way while maintaining trust and privacy.
