Most healthcare marketing
is broken.
The industry sells campaigns; practices need systems. The industry chases impressions; practices need patients. The industry hides its fees inside ad-spend markups. We don’t. That gap is why Macbach exists, and why we’ve only ever worked in one sector.
Started in Chicago in 2007 with a small book of dental clients. Moved the practice to the Tampa Bay area in 2010. Nearly two decades later the methodology hasn’t changed. We just extended it into more specialties.
Eighteen years, one playbook.
In 2007 I started Macbach in Chicago with a small book of dental practices. The first client signed in 2008. Stephanie Murphy, DDS Family & Cosmetic Dentistry in Milwaukee. A solo dentist who wanted a website that didn’t look like a stock template and a steady flow of new patients that didn’t depend on coupon mailers. We built the site in the back of a coffee shop on North Avenue. It launched with local schema, a real Google Business Profile, and a content cadence that nobody else in her market was running.
Murphy is still on the book today. Solo dentist, single office, the same playbook. Eighteen years on, the practice operates at the revenue ceiling a single-dentist office can sustain, and Dr. Murphy has never asked for a competitive proposal. That’s the only retention metric I respect.
In 2010 I moved Macbach from Chicago to the Tampa Bay area. Picked up concierge medicine and specialty medical clients along the way. Layered in DPC, weight loss, medspa, and specialty dental as the methodology proved itself in each new vertical. The methodology never changed: local search first, organic content second, paid acquisition third, and only when the math works. The discipline did.
Griffin Concierge Medical is the growth side of the same playbook. Radley and Lauren Griffin and I forged the relationship at the Epicurean on Howard Avenue in South Tampa, over coffee and time, the way most of these relationships start. Radley signed as a single concierge physician. Over the engagement, the practice grew to eleven physicians across three locations on the same operating system. Murphy is the retention case. Griffin is the growth case.
These clients are colleagues. The good ones become lifelong friends. I am a practitioner of the expertise I convey, not a siloed CEO who sells campaigns and disappears into a calendar. People who trust me, and whom I equally trust. That is the only kind of book I am interested in running.
Healthcare is the most regulated, most relationship-driven, most reputation-sensitive small-business sector in the country. Every decision, a schema tag, a landing-page headline, a paid-media audience definition, carries a different weight in healthcare than it does in retail or SaaS or professional services. Staying in one sector for nearly twenty years is how you learn that weight. It’s why the doctors I work with stop explaining their world to me after the first call. It’s also why we’re comfortable turning down the practices we don’t think we can help. A narrow book is the business model.
If a Macbach engagement is what you’re thinking about, start with the audit at macbach.com/audit. You’ll get a real read on where your practice stands, and a plain answer on whether Macbach is the right fit.
Six positions.
all load-bearing.
Pricing is published.
Tier pricing on every service page, every product, every engagement level. Most agencies treat pricing as something you earn the right to see. We treat it as a minimum courtesy.
Ad spend is pass-through.
Clients pay the platforms directly. Our invoice is the management fee only. Marking up spend creates a conflict of interest, we'd be incentivized to spend more, not smarter.
No ranking guarantees.
Ever. It's a black-hat pattern and a litigation risk in healthcare. We commit to methodology, effort, and transparency, not to Google's output.
Healthcare only.
Since 2007. No SaaS detours during the downturn, no retail clients we pretended were adjacent. The depth comes from the narrowness.
Small by design.
We turn down more practices than we take on, not because we're full, but because the wrong-fit engagements cost both sides more than they're worth. A small, capped Architect book. Capped product tiers.
The report tells the truth.
Monthly reports open with what moved and what didn't. No vanity metrics. If a month was weak, the report says so, with the cause and the fix.
How the book grew into what it is.
Founded in Chicago.
Started with a small number of dental practices as the first clients. The methodology was already there: local search first, organic content second, paid media third, and only when the math works.
Relocated to Tampa Bay.
Moved the practice to Florida, expanded into concierge physicians and specialty medicine. Kept the original Chicago dental book. Kept the original methodology.
Vertical expansion.
DPC practices, weight-loss clinics, and medspa operators joined the book. Same operating system, extended into each specialty’s specific search and conversion patterns.
Architect formalized.
What had been an ad-hoc fractional-CMO relationship with the oldest clients became a named engagement. Capped at twelve to fifteen seats, twelve-month agreements, integrated across all four product lines.
The operating system goes public.
MapsPRO, RankPRO, AdsPRO, SitePRO formally launched as productized services with published tiers. Architect remains the private top tier.
St. Petersburg, FL.
200 Central Avenue4th Floor, Suite 375
St. Petersburg, FL 33701
Serving practices across the United States from the Tampa Bay area.
If you read that and
you’re nodding,
The first step is the Practice Audit. Three minutes. An honest read on where the practice stands, with specific next steps. No pitch, no follow-up campaign, just the number.