- Local and AI search
- Genuine reviews
- Multilingual booking
Industries · Clinics, aesthetics and wellness
A clinic marketing agency for practices that want to be recommended
We are a clinic marketing agency for dental, aesthetic, medical, physiotherapy and wellness practices. We help you get found on Google, on the map and in AI answers, earn reviews that reflect your work and turn more enquiries into appointments, in the patient's language.
Personal reply, No obligation, English, Español
Context
How patients choose a clinic in 2026
In 2026 a patient discovers a private clinic in three places: the search engine, the map and, increasingly, an AI answer. Healthcare marketing means being present and well explained in all three. Google's AI Overviews have been live in Spain since March 2025 and AI Mode in Spanish since October 2025, so a treatment question may be answered before anyone visits a website.
To compare, patients look at reviews, real photos, who will treat them and whether they will be looked after in their own language. Trust weighs more in health than in almost any other sector, and Google names non-commodity content (first-hand and expert) as the most influential long-term factor in AI search.
The decision happens in a conversation: a call, a WhatsApp message or a form, often outside reception hours. The clinic that answers first, clearly and without pressure, usually gets the appointment. So we plan visibility, reputation and response together, with AI agents where they help, as set out in our method.
In depth
AI assistants in the patient journey
AI assistants are already part of choosing a clinic: patients ask about treatments, alternatives and nearby practices, and get an answer citing only a few sources. In health, that visibility is earned organically: as of October 2026, neither ads inside AI Overviews nor ChatGPT ads accept health topics.
Google says there are no special requirements for AI Overviews or AI Mode: a page needs to be indexed and eligible to show with a snippet. Its systems run several related searches at once, which favours the clinic that explains a treatment in depth. That is the work of GEO, built on solid SEO.
ChatGPT, Claude and Perplexity use their own crawlers, so we check that your robots.txt and CDN are not blocking them (since 1 July 2025, Cloudflare has blocked known AI crawlers by default and asks new domains to choose). Nobody can guarantee a recommendation; eligibility can be improved and measured, as explained in how to appear in ChatGPT.
In depth
Residents, visitors and international patients
A clinic in Mallorca serves three audiences: residents looking for a practice they can trust for years, international residents who want care in their own language, and visitors who need help during their stay or travel specifically for a treatment. Each searches with different words, languages and urgency.
Residents compare calmly and value proximity, reviews and continuity. Visitors search on a phone, often in English or German, and decide within minutes: they need hours, location and a button to call or message, which local SEO provides. Someone planning a treatment from abroad researches for weeks before travelling.
So we write each language natively, with no machine translation: a mistranslated clinical term costs trust. Versions are linked with hreflang through international SEO, and content for visitors must be ready before the busiest arrival months.
In depth
Advertising for clinics: what is possible in 2026
Clinic advertising today runs in classic Google search and on social platforms, not inside AI answers. As of October 2026, healthcare is excluded from ads inside AI Overviews, and ChatGPT shows no ads next to physical or mental health topics.
Ads inside AI Overviews exist only in twelve English-language markets, which do not include Spain, and even there health is left out. ChatGPT has served ads in Spain since 24 August 2026 on its Free and Go plans, but not alongside health conversations. The Gemini app and Claude carry no ads, and Perplexity wound down its ads programme. So nobody can sell you “AI ads” for treatments today: that presence is earned with content.
What is available is search advertising on Google Ads, reaching people already looking for a treatment in your area. On social platforms, the EU Digital Services Act bars ads based on profiling with sensitive data, so targeting relies on area, context and creative. Every ad is reviewed before launch against platform policies and the applicable health-advertising rules, with the clinic's legal adviser.
In depth
How we measure clinic marketing
We measure what matters to a clinic's management: appointment requests, calls, WhatsApp conversations and first visits by channel, language and treatment. Visibility in search, maps and AI answers is tracked as a leading indicator, with no health data sent to advertising platforms.
Since 31 August 2026, Search Console has given every site generative AI performance reports for AI Overviews and AI Mode; they show impressions, not clicks, so we treat them as a presence signal. Bing Webmaster Tools adds citations in Copilot, and the Google profile reports calls and direction requests.
Conversions are set up with consent-respecting analytics: no analytics or advertising cookies before acceptance, Consent Mode v2, and events that record an appointment request, never its reason. The clinic's diary closes the loop: knowing how many requests become first visits tells you where to invest.
Industry challenges
The challenges of marketing a clinic
Trust is decided before first contact
Patients arrive with an opinion formed from reviews, photos and practitioner profiles. If that information is thin, they may well choose another clinic without calling.
No health ads inside AI answers
As of October 2026, healthcare is excluded from ads inside AI Overviews and ChatGPT shows no ads next to health topics. Visibility there depends on expert content, consistent data and reputation.
Reviews cannot be bought
Since July 2026, Google's review snippet guidelines have rejected fake and undisclosed incentivised reviews. The sustainable route is reputation management that asks real patients, without incentives, and replies to every review.
Enquiries nobody answers in time
Many requests arrive out of hours or while the team is with patients. Every unanswered message is an appointment that may go elsewhere.
Sensitive data and measurement
Health data is a special category under the GDPR. Marketing has to be measured without clinical information leaving the clinic's systems.
Key channels
The channels that matter in healthcare
Six surfaces carry most patient discovery and decisions; their weight varies by speciality.
Google and its AI answers
Searches by treatment, speciality and area, with AI Overviews and AI Mode live in Spain. Healthcare SEO wins here with complete treatment pages and a fast site.
Google Maps and Business Profile
The profile carries much of the weight in “near me” searches: categories, services, hours, photos and reviews. Google's AI guide says these profiles also help you appear in AI responses.
AI assistants
As of October 2026, ChatGPT shows no ads next to health topics, and the Gemini app, Claude and Perplexity offer no advertising: the way in is citable content and a consistent brand entity.
Instagram, YouTube and TikTok
Central to aesthetic clinic marketing, dental and wellness: patients want to see the practice and meet the team. Educational video, with no promised outcomes.
Medical directories and insurers
Specialist portals, booking platforms and insurer provider lists: profiles that match the website, because identical details across sources help search engines and AI assistants trust them.
WhatsApp, phone and email
Where the appointment is confirmed. WhatsApp is the most used network in Spain, and its policy allows a business to use AI for its own enquiries and bookings.
Action plan
Our plan for clinics, in six workstreams
As a healthcare marketing agency we organise the work in six workstreams, activated according to the clinic's speciality, starting point and languages.
An up-to-date profile and local search
A complete Google Business Profile per site, correct categories, location pages with their own content and identical details in every directory.
Clinical content AI can cite
Treatment and practitioner pages written with your medical team, structured to answer real questions and accessible to AI crawlers.
Reputation run with method
Review requests to real patients at the right moment and without incentives, a reply to every review that reveals no clinical details, and monitoring of what is said about the clinic.
A multilingual booking agent
An assistant on the website and WhatsApp that informs, takes the request and offers a slot. It identifies itself as AI, gives no medical advice and hands over to reception.
Search campaigns reviewed before launch
Google Ads by treatment and area, with dedicated landing pages, measured conversions and ads checked against platform policies and, with the clinic's legal adviser, the applicable health-advertising rules.
A website that turns visits into appointments
Fast, accessible design that shows the team and premises, keeps booking visible on every page and offers native versions in the clinic's languages.
Customer journey
The patient journey, step by step
Four moments, and what the patient should find at each one.
Phase 01 / 04
Need
A discomfort, an overdue check-up or a long-considered change. It starts with a search or a question to an AI assistant, and should lead to a clear explanation signed by a practitioner.
Phase 02 / 04
Comparison
They shortlist two or three clinics by reviews, photos, team, location and languages. Complete profiles and honest treatment pages make the difference.
Phase 03 / 04
First contact
They call, message on WhatsApp or fill in a form, often out of hours, and need a quick reply in their language with a concrete next step.
Phase 04 / 04
Visit and follow-up
Confirmation and a reminder help avoid missed appointments. Afterwards, check-ups and a well-timed review request turn a satisfied patient into the best source of new patients.
Key services
The services that move the needle
Local SEO & Google Business Profile
Local SEO for businesses with premises or a service area in the Balearics: an optimised Google profile, genuine reviews and consistent data.
Generative Engine Optimization (GEO)
GEO so ChatGPT, Gemini, Claude, Perplexity and Copilot can find, understand and cite your brand, built on solid SEO.
Online Reputation Management
Reviews, comments and AI answers under control: monitoring, human-approved replies and a crisis protocol, always within platform rules.
AI Agents & Chatbots
AI chatbots and voice agents that answer, qualify and book in several languages, disclose they are AI and hand over to a person.
Google Ads Management
Google Ads for the AI Max era: Search, Performance Max and Demand Gen on reliable tracking, in an account you own.
Web Design
Premium bilingual websites with purposeful motion, accessible by default and fast by design, built for people, Google and AI agents.
Regulation
The rules that shape healthcare marketing
Applied by default; not a substitute for your clinic's legal advice.
Health advertising
Every campaign, page and creative asset is reviewed against the applicable health-advertising rules, with the clinic's legal adviser, before it goes live.
Health data and consent
Health data is a special category under the GDPR. Forms carry clear data-processing information, analytics and advertising cookies load only after consent (per the AEPD guide), and no clinical information reaches ad platforms.
Transparent AI agents
Since 2 August 2026, Article 50 of the EU AI Act requires users to be told they are talking to an AI. Our agents say so at the start, give no medical advice and hand over to a person.
FAQ
Frequently asked questions
What does a clinic marketing agency do?
Everything that helps a patient find you, trust you and book: local SEO, clinical content reviewed by your practitioners, visibility in AI answers, review management, search campaigns, a booking-focused website and measurement, scoped to the clinic's speciality and languages.
Do you work as a dental marketing agency, or with aesthetic and physiotherapy clinics?
Yes. Dental, aesthetic, medical, physiotherapy, wellness and longevity clinics share the same base: local search, reputation and expert content. Video carries more weight in aesthetics; maps and reviews in dental and physiotherapy.
Can my clinic advertise in ChatGPT or in Google's AI answers?
As of October 2026, not for health topics. ChatGPT shows no ads next to physical or mental health conversations, and healthcare is excluded from ads inside AI Overviews, a format not available in Spain anyway. Presence there is earned organically.
Can an AI agent book appointments without giving medical advice?
Yes, by design. The agent explains services, hours and languages, takes the request and offers an appointment. It does not interpret symptoms or recommend treatments, identifies itself as AI from the start and hands over to a person when needed, on the website or on WhatsApp.
How do you comply with health-advertising rules?
Through a review process, not templates. Before launch, every ad and page is checked against the applicable health-advertising rules with the clinic's legal adviser, and each platform's policies. We provide the process and the documentation; the legal judgement belongs to the adviser.
Do you work with clinics outside Mallorca and with international patients?
Yes. We are based in Palma de Mallorca and work across Spain and in international markets. For patient acquisition from other countries we create native versions in each language.
Contact
Start with a visibility diagnosis
We'll show you how Google, the map and AI assistants see your clinic today, what is holding back appointment requests and what we'd tackle first.
Personal reply, No obligation, English, Español
Start with SERMAN
Tell us about your project
First conversation
Diagnosis and proposal