Vince Schwellenbach.
Twenty years. One sector.
Founder of Macbach. Nearly two decades of healthcare-exclusive growth work, built on a methodology that hasn’t changed since 2007: local first, organic second, paid third, and only when the math works.
I’ve run Macbach the same way since 2007. Healthcare only. No retail clients we pretended were adjacent. No SaaS detours during the downturn.
The conviction is simple: healthcare is different enough that doing it well requires doing it exclusively. The vocabulary, the compliance posture, the patient-acquisition curves, the insurance-versus-cash economics, these take a decade to learn and another decade to apply with judgment.
The practices I’ve worked with longest. Parker Medical and a small number of others, don’t have to explain their world to me. That’s the whole business model. The rest of the work follows from that.
Macbach is deliberately small. 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. I’d rather say no to a check than disappoint a physician I should have said no to in the first place.
Twenty years of one kind of work.
Into healthcare by accident.
First dental-practice client became the second. Second became the third. What started as adjacent work became the only work we wanted to do. Chicago.
Macbach founded.
The agency opens, exclusively for healthcare, under the original name and the same methodology it operates under today. Five clients in year one.
Relocation to Tampa Bay.
Florida becomes home. The original Chicago clients stay; Florida-based practices join within the first year. The book never stops running from both coasts.
Concierge medicine book opens.
A concierge internal-medicine group in Las Vegas becomes the first non-dental specialty. Parker Medical. The engagement runs through present day.
The methodology gets named.
What had been our internal operating system (local search first, organic second, paid third) formalizes into what will become MapsPRO, RankPRO, AdsPRO, SitePRO.
Architect formalizes.
The ad-hoc fractional-CMO relationship with the oldest clients becomes a named engagement. Capped at twelve to fifteen seats, twelve-month agreements, integrated across the product lines.
The operating system goes public.
MapsPRO, RankPRO, AdsPRO, SitePRO launch as productized services with published tiers. Nineteen years in, the methodology and the book are the same; only the distribution changed.
Six areas of operating depth.
Nearly two decades optimizing Google Business Profile across specialty, dental, and concierge. Worked GBP before it was called GBP.
Oversaw the production of thousands of pieces of physician-reviewed, schema-complete medical content. The kind Google actually indexes as authoritative.
Built the paid-media playbook our clients use today, pass-through spend, no PHI in audiences, server-side conversion APIs. Ran paid before Google had LegitScript.
Not an accountant. But the methodology is built on production-per-chair, LTV, CAC, and payback. Conversations with physicians skip the marketing theater.
Current Architect engagements: concierge groups, dental specialty, multi-location medspa. Daily operating cadence, monthly written reviews, quarterly strategic sessions.
Rebuilt the Macbach content and schema playbook for 2026's search landscape. The AI Overviews are already the primary surface for 20%+ of healthcare queries; we've been optimizing for it since late 2024.
Writing the thing we’d want physicians to read.
Every engagement starts the same way.
with the audit.
Architects included. If the report doesn’t suggest Macbach is the right fit, the report says so. It’s the most honest thirty minutes either of us will spend.