We help specialty practices get more of the right patients, consistently.
We're not a full-service agency. We focus specifically on patient acquisition for specialty medical practices, building the campaigns, landing pages, tracking, and conversion systems that fill provider schedules with qualified patients at a cost that makes the investment worthwhile.
10+
Years in healthcare marketing
95+
Specialty practices
6
Countries
$140M+
Patient revenue influenced
How We Think
How we think about healthcare practice growth.
Most specialty practices that struggle with marketing aren't under-investing. They've usually tried Google Ads, worked with an agency, maybe hired someone in-house. The investment was there.
What usually wasn't there was a strategy built around how their specific patients actually make decisions.
A patient considering rhinoplasty doesn't behave the same way as someone researching joint replacement surgery. A cash-pay functional medicine patient has a completely different psychology than someone looking for an in-network psychiatry provider. The consideration cycle, the trust signals that matter, the questions they ask before booking, these vary significantly across specialties. And marketing strategies that ignore these distinctions produce mediocre results, regardless of how much is spent.
Practice Growth Co was founded on a straightforward premise: healthcare marketing works when it's built around how your specific patients think and decide, not around how agencies prefer to structure campaigns or what metrics are easiest to report on.
The Honest Part
Why most healthcare marketing doesn't move the needle.
We've audited a large number of healthcare marketing accounts. The problems are nearly always the same.
The agency doesn't understand the specialty.
A general digital marketing agency managing a plastic surgery account optimizes for the same metrics they use for a software company, clicks, traffic, lead volume. These metrics have almost no relationship to what a specialty practice actually needs: qualified consultations from patients who show up, move forward, and become revenue.
Campaigns attract the wrong patients.
Healthcare ads that aren't built to filter for the right patient type, by procedure, by financial profile, by insurance status, generate volume without quality. A high lead count only matters if those leads become patients. Most don't.
Landing pages aren't built to convert.
Sending paid traffic to a general website homepage is one of the most reliably expensive mistakes in specialty healthcare marketing. A homepage tells your practice's story. A landing page converts one type of patient into one specific action. For any practice running paid advertising, this distinction has a direct impact on what you're paying per patient.
Nobody knows what's actually working.
Without the right tracking in place, a practice can't identify which campaigns, keywords, or ads are producing real patient bookings. Spending continues, reports look reasonable, and the consultation calendar doesn't reflect the investment.
The work stops at the inquiry.
For most specialty practices, a meaningful percentage of potential patients are lost between inquiry and attended consultation, through slow follow-up, a confusing booking process, or no reminders. These aren't just operational problems. They're patient acquisition problems. And they're solvable.
The Metrics We Care About
What we actually measure.
We focus on the metrics that tell a practice whether their marketing investment is working, not the metrics that make a monthly report look productive.
We don't report on impressions, reach, or social media followers as primary success metrics. We track them when they help diagnose problems, but they're not outcomes.
Founder
Mike Funkhouser
Practice Growth Co
10+
Years
95+
Practices
9
Specialties
Meet the Founder
A decade building patient acquisition systems for specialty healthcare.
Mike Funkhouser is the founder of Practice Growth Co, a healthcare growth company focused on patient acquisition for specialty medical practices. Over the past decade, he has worked with more than 95 doctors, provider groups, and healthcare organizations across the United States and internationally, helping practices grow through Google Ads, SEO, Meta Ads, landing pages, conversion optimization, and healthcare-specific tracking systems.
His experience spans plastic surgery, orthopedics, regenerative medicine, med spa, psychiatry, ENT, dental, vascular, and other specialty healthcare categories, with a strong focus on high-value consultations, surgical acquisition, cash-pay healthcare, and provider utilization.
Rather than approaching healthcare marketing as a traditional agency service, Mike focuses on building patient acquisition systems designed around how real patients search, evaluate providers, and ultimately decide to book care.
Before founding Practice Growth Co, Mike worked across healthcare growth and digital strategy roles supporting specialty practices, healthcare platforms, and provider groups. His work combines acquisition strategy with a practical understanding of the operational side of healthcare practices, including lead qualification, front desk conversion, scheduling bottlenecks, and the economics behind patient acquisition.
Acquisition strategy
Procedure-level campaign architecture
Operational fluency
Intake, conversion, and scheduling
Growth economics
CAC, show rate, provider utilization
Specialty depth
Plastic surgery to functional medicine
Where Our Experience Comes From
What ten years in specialty healthcare marketing actually looks like.
Practice Growth Co was built on direct work in healthcare patient acquisition, not general marketing applied to healthcare, but strategy developed specifically around how specialty practices grow.
Our experience spans 95+ specialty practices across plastic surgery, orthopedics, med spa, regenerative medicine, functional medicine, psychiatry, ENT, dentistry, and vascular surgery. We've worked across the US, Canada, Mexico, Australia, Colombia, and Panama. We've managed millions in healthcare advertising spend across Google Ads, Meta, and SEO.
Beyond the campaigns themselves, we've worked inside these practices. We understand what happens when a paid ad inquiry comes in and there's no process to handle it. We've seen the front desk overwhelmed with leads that aren't the right type of patient. We've worked alongside intake coordinators who can tell within thirty seconds whether a caller is a real candidate, and we've built that intelligence into the campaigns we run.
We've worked in practices as coordinators and social media managers. We've worn scrubs. We understand healthcare from the inside, which changes how we build everything on the outside.
That context is what separates the systems we build from what a general agency delivers.
Global footprint
Specialties served
Plastic Surgery
Orthopedics
Med Spa
Functional Medicine
Regenerative Medicine
Psychiatry
ENT
Dental
Vascular
How We Work
What working with Practice Growth Co actually looks like.
We work with a focused number of practices at a time, not a high-volume client roster. The work we do requires genuine understanding of each practice's situation, and that doesn't scale well past a certain point.
When we start with a practice, we begin with structured intake: your highest-priority procedures, your current marketing setup, your market, and what a good month actually looks like for your practice in terms you care about. We come in with a point of view, not a generic audit template.
We manage Google Ads, Meta Ads, SEO, landing pages, and tracking as a connected system, not as separate services that don't talk to each other. The goal is a patient acquisition system that improves over time, not a collection of marketing activities that run in parallel.
We report monthly in practice-level terms, consultation volume, cost per consultation, show rates, acquisition cost, and we're direct about what's working, what we're changing, and why.
Intake
Structured discovery
Audit
Account & funnel review
Strategy
Procedure-level plan
Build
Campaigns, pages, tracking
Report
Consult-level outcomes
What We've Learned
What ten years of specialty healthcare marketing teaches you.
Some things we know with confidence, built from working across dozens of specialties and hundreds of campaigns:
The conversion gap is almost always the biggest opportunity.
Most practices have more marketing potential in improving what happens between inquiry and attended consultation than they do in increasing ad spend.
Procedure-specific infrastructure consistently outperforms general campaigns.
A rhinoplasty campaign with a rhinoplasty landing page converts at a significantly higher rate than the same budget driving to a general cosmetic surgery page. Every time.
The best-performing campaigns filter as much as they attract.
Counterintuitively, the most effective healthcare campaigns aren't built to maximize lead volume, they're built to minimize unqualified leads while capturing every serious patient. This usually means fewer total inquiries and more booked consultations.
Specialty healthcare acquisition takes time to build correctly.
Practices that see the best long-term results invest in SEO alongside paid advertising, build landing pages at the procedure level, and give campaigns enough time to collect real data before drawing conclusions. Quick fixes in healthcare marketing rarely hold.
Get Started
If this perspective resonates, we should talk.
We work with specialty practices that are serious about building a patient acquisition system that performs. If that's where you are, we'd like to understand your situation and share what we'd do about it.