Health Biz Scale. Not launch.
You built a practice worth finding.
Now make it impossible to miss.
Patient acquisition for cash-pay practices where one patient is worth $6,000, whether that arrives as a protocol, a membership, or two years of care. AI search is the engine. Ads are the throttle. Automation is the margin. Built by an engineer who took a platform from $0 to $500M and now points the same systems at practices that already work, so the ceiling stops being your own calendar.
Four practices per quarter. If you do not have patients yet, we are the wrong call.
How it works
Engine, throttle, margin.
Sequence matters. Selling ads first is what every competitor does, and it is why their clients plateau.
AI search is the engine
Patients ask ChatGPT and Google AI before they ask a friend. Getting cited there compounds: cheaper per patient every month, and it does not stop when spend stops.
Ads are the throttle
Search demand is finite. When you need volume faster than the engine produces it, paid scales past the ceiling. An accelerant, not a foundation, because a practice built on ads rents its patients forever.
Automation is the margin
Missed calls answered in 90 seconds. Follow-up that never drops a lead. Reactivation that runs without staff. This is how you add revenue without adding headcount.
The playbooks
Start here.
Guides · Flagship
Functional Medicine Marketing: The Complete Guide to Filling Your Calendar With Ideal Patients
The full patient journey, content strategy, SEO, website conversion, paid ads, referrals, and a 12-month growth timeline. The most comprehensive guide on this specialty anywhere.
SEO / AEO
Healthcare SEO: The Complete Guide for Independent Health Practices
E-E-A-T, local SEO, technical basics, AEO, link building, realistic timelines, and a 90-day checklist.
Website & CRO
Medical Website Design: The Complete Guide for Independent Health Practices
Costs, conversion benchmarks, the elements that build trust, and a 5-item fix-it checklist.
Guides
Chiropractic Marketing: The Local Dominance Playbook
GBP optimization, review volume, acute-pain Google Ads, and the conversion fixes that actually move patients.
What's Covered
7 growth topics.
Every part of the acquisition system, written out in full. Real tactics, real numbers, and the parts most agencies keep quiet about.
SEO / AEO / AI Search
How cash-pay practices rank in Google and the map pack. GBP, NAP consistency, citations, review signals as a ranking input, and local schema.
Explore →Paid Ads
Google + Meta + YouTube for practices that can't rely on referrals. Campaign structure, targeting, landing pages, and real budget benchmarks by specialty.
Explore →Website Design & CRO
Most cash-pay practice sites convert under 1%. Fix the leaky bucket before you scale traffic, with the highest-leverage changes ranked by impact.
Explore →AI Infrastructure
Custom AI systems built for how you practice, not off-the-shelf. Notes drafted before you leave the room. Missed calls answered in 90 seconds. Labs pre-read before the visit.
Explore →Patient Trust & Social Proof
Reviews, testimonials, case studies, and credentials. The proof layer that decides whether someone books you or the practice down the street.
Explore →By Specialty
Functional medicine. Med spa. Naturopathic. IV therapy. Hormone clinics. Cash-pay marketing is not one-size-fits-all: each specialty has its own patient journey and search behavior.
Explore →Practice Growth
Cash-pay pricing strategy, membership models, patient retention, reactivation, and the practice ops moves that compound revenue without adding headcount.
Explore →Free Weekly Newsletter
The Health Biz Playbook
Every week: one tactic, one data point, one case study. Built for cash-pay practices. No generic advice. No fluff.
No spam. Unsubscribe anytime.
Proof
Real practices. Real numbers.
Practices I work with, in their own words. Published with their permission.
“Within a few months, my new patient calls increased about 10x. I stopped using other marketing, hired new doctors, and now have a waiting list.”
Dr. Diane Mueller
Functional Medicine Practitioner · MyLymeDoc.com
“We are so much more visible. A lot of people previously told us we were hard to find. That's completely changed.”
Dr. Piper Gibson
Naturopathic Physician
“I used to have ups and downs with new patient inquiries. Now it's steady and predictable. The system just works.”
Dr. Alison Egeland
Functional Medicine Specialist
Who builds this
Mike Kohl
Software engineer, 20 years, including a platform that went from $0 to $500M. Functional medicine patient for 15 years, so I have filled out the intake form as well as rebuilt the system behind it. I run Health Biz Scale, and I take four practices a quarter.