Lori Werner emphasized that marketing today is less about advertising and more about visibility and credibility.
Patient engagement has become an increasingly important challenge in women’s health, particularly as patients turn to digital platforms, online reviews, and social media to research symptoms and choose clinicians. According to Lori Werner, founder and Chief Marketing Whiz at Medical Marketing Whiz, many OB/GYNs struggle with marketing not because they lack interest in growth, but because traditional marketing feels incompatible with medical professionalism. Werner presented on this topic at the International Society for the Study of Women's Sexual Health Annual Meeting 2026 in Long Beach, California.
Her proposed framework reframes marketing not as promotion, but as an extension of patient education—one grounded in credibility, authenticity, and alignment with patient needs.
Many clinicians associate marketing with selling services, a perception that creates discomfort, especially in specialties addressing sensitive topics such as sexual health, menopause, or fertility. Werner argues that this framing is outdated.
Instead, she encourages physicians to view marketing through the lens of education. Clinicians already serve as educators during office visits; digital communication simply extends that role into the community.
“When providers focus on educating rather than promoting,” Werner explained, “marketing becomes authentic.” Educational emails, webinars, website content, and social media posts can help patients better understand symptoms, treatment options, and when to seek care—often before they ever schedule an appointment.
This shift is particularly important as patients increasingly use search engines and artificial intelligence tools to research health concerns. Practices that clearly communicate evidence-based information online are more likely to be discovered and trusted.
Werner emphasized that marketing today is less about advertising and more about visibility and credibility. Patients commonly evaluate physicians using multiple digital signals, including:
Reviews, in particular, function as a powerful trust marker. Just as consumers review products before purchasing, patients often rely on peer feedback when selecting a clinician. Ignoring reputation management, Werner noted, means overlooking a central component of modern patient decision-making.
Search engine optimization (SEO) and answer engine optimization (AEO)—ensuring content appears in both traditional search and AI-generated answers—are also becoming essential tools for helping accurate medical information reach patients first.
A cornerstone of Werner’s framework is identifying the “ideal patient,” a process many practices assume requires external consultants. In reality, she suggests clinicians can begin internally.
The first step is reflecting on what differentiates the practice. Physicians can ask:
For example, a physician whose patient population has aged alongside the practice may naturally focus on menopause care. Another practice may specialize in minimally invasive gynecologic procedures or fertility counseling.
Once these strengths are identified, clinicians can “reverse engineer” the patient profile by considering demographics, lifestyle factors, and shared concerns. Messaging can then be tailored accordingly, allowing communication to resonate more effectively than broad, generalized outreach.
Attempting to speak to every patient, Werner noted, often results in messaging that connects with none.
Educational marketing strategies—including webinars, newsletters, and social media education—can strengthen relationships beyond single visits. Practices implementing education-focused outreach have reported improved retention, stronger referrals, and more engaged patients.
Importantly, Werner stresses that authenticity remains central. Providers should imagine communications from the patient’s perspective and ask whether the message feels helpful rather than promotional.
In a competitive health care environment, practices that combine clinical expertise with accessible education may not only grow their patient base but also improve access and continuity of care.
