Glossary
Hospital Marketing Glossary — Key Terms Explained.
A quick-reference glossary of the terms used across hospital and clinic digital marketing — written for hospital administrators and doctors, not marketers.
- Patient Acquisition Cost (PAC)
- The total marketing spend divided by the number of new patients gained in a given period.
- Google Business Profile (formerly Google My Business)
- A free Google listing that lets a clinic appear on Google Maps and in local search results with photos, reviews, hours, and posts.
- Local Pack / 3-Pack
- The top three local business results Google shows for "near me" style searches, above standard organic results.
- Cost Per Lead (CPL)
- Advertising spend divided by the number of leads (enquiries) generated.
- BPO Patient Conversion
- A dedicated call-centre team that follows up on every marketing lead by phone or WhatsApp to convert it into a booked appointment.
- WhatsApp Automation
- A system that instantly and automatically responds to patient enquiries on WhatsApp, 24/7, before a human team member follows up.
- OPD (Out-Patient Department)
- The department of a hospital or clinic that sees patients who do not require overnight admission.
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