How to market an independent practice in 2026, with Carl White of MarketVisory Group

Independent medical practices are facing more competition than ever — from hospital systems, urgent care chains, private equity–backed groups and other local practices just down the road.

Medical Economics Content Vice President Chris Mazzolini sat down with Carl White, president and founder of MarketVisory Group, to talk about what it actually takes for independent practices to stay visible, relevant and competitive.

White explains why simply providing good care is no longer enough, how practices should think about differentiation and where marketing efforts often miss the mark. They also explore the growing role of generative artificial intelligence (GenAI) in health care marketing, why fundamentals like search and consistency still matter most and how practices can avoid blending into the noise.

They discuss patient retention, operational friction points that quietly drive patients away and the small set of metrics practice leaders should watch to understand whether their strategy is working.

Don’t miss our recent episodes on what patients are hearing, financial independence, physician training and vaccine hesitancy.

Music Credits:
Quiet Dawn by Cephas - stock.adobe.com
A Textbook Example by Skip Peck - stock.adobe.com

Editor's note: Episode timestamps and transcript produced using AI tools.

0:00 — Cold open
Why independent practices are competing for a shrinking pool of patients.

0:19 — Intro
Austin Littrell introduces the episode and previews the conversation with Carl White on physician marketing.

1:36 — Interview begins
Chris Mazzolini welcomes Carl White and frames the marketing challenges facing independent practices in 2026.

1:49 — The competition problem
Why independent practices are fighting for attention against urgent care, hospital systems and retail clinics.

2:19 — A shrinking patient pool
How rising insurance costs are quietly reducing the number of insured patients.

3:20 — Standing out in a smaller market
Why practices must clearly show value as competition intensifies.

3:35 — Private-pay and concierge realities
Why not every private-pay idea meets real patient demand.

5:00 — “Good care isn’t enough” anymore
Why quality medicine is expected — not a differentiator.

5:26 — Why patients comparison shop
How patients choose between practices when clinical quality looks the same.

6:51 — When marketing gaps start to show
Why ignoring competition is no longer an option.

7:03 — Generative artificial intelligence enters marketing
How artificial intelligence is changing content and visibility.

8:48 — “Teach me” vs recommendations
Which artificial intelligence prompts practices can realistically compete for.

9:33 — Why search still matters most
How artificial intelligence tools pull from Google, reviews and local search.

10:13 — Artificial intelligence and content quality
Why sounding authentic still matters more than speed.

11:18 — Where artificial intelligence actually helps
Using artificial intelligence for internal operations like appeals and documentation.

12:09 — What actually moves the needle
Identifying what’s valuable and different for patients.

13:30 — Consistency beats volume
Why repeating a clear message matters more than chasing trends.

14:32 — Location still matters
Why practice placement can make or break growth.

15:43 — Thought leadership as marketing
How physicians can build credibility without becoming full-time creators.

18:06 — Setting goals for thought leadership
Why marketing must align with a clear objective.

19:04 — Retention vs acquisition
Keeping patients loyal without feeling “salesy.”

21:12 — Operational friction drives patients away
Scheduling, reminders and visit efficiency as marketing tools.

22:26 — Making the practice experience easier
Why convenience matters as much as care.

23:54 — Measuring success in 2026
Which metrics actually predict growth and stability.

25:00 — Reviews, satisfaction and staff retention
Why feedback and employee morale matter more than trends.

26:53 — A critical HIPAA reminder
Where marketing and compliance overlap — and why it matters.

27:48 — Final thoughts
Carl White’s closing advice for independent practices.

28:22 — Outro
Austin Littrell wraps up the episode.