The best way to build out a complete system is to start with internal marketing.
To illustrate why internal marketing is the foundation of a complete system, consider your clinic’s website. Since many people like to scan or read about providers before choosing, they typically browse the web before booking. And since website visitors make a quick decision from your website, it works best when it is instantly evident why your clinic is any better or different. Otherwise, they may click away and visit 2-3 other websites before booking.
To prevent that from happening, you need more than a slick page design. You also need appealing content featuring a good patient experience. The most appealing content for connecting with patients comes from your internal marketing programs.
If the reality of your internal clinic experience is average or poor, then your content and user experience will be as well.