OB/GYN marketing requires separate strategies for obstetrics (where proximity and insurance acceptance drive most decisions) and gynecology (where specific conditions and treatment expertise drive more active searching). Google Ads and local SEO work for both but with different keyword strategies.
Obstetrics patients primarily choose a practice based on which hospitals their OB is affiliated with, insurance acceptance, and proximity. These decisions are often driven by referrals from primary care providers and friends who have recently delivered. Marketing for obstetrics is mostly about visibility in local search and having a website that clearly communicates hospital affiliations, insurance acceptance, and what to expect as a patient.
Gynecology patients searching for care related to specific conditions — fibroids, endometriosis, PCOS, menopause management — are active researchers who respond well to condition-specific content. A gynecology practice with substantive content on fibroid treatment options, written for patients rather than physicians, will attract patients who are specifically looking for that expertise.
One of the highest-value pages for any OB/GYN practice website is a comprehensive "New Patient" page that answers the questions prospective patients have before they call: do you accept my insurance, what is the first appointment like, how do I transfer my records, what is your after-hours policy. This page reduces friction between a website visit and a new patient call.
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