A couple weeks ago, I gave a presentation to our FQHC CEO Bootcamp members. It was all about what actually moves the needle when it comes to marketing—and what doesn’t.
Because let’s be real: FQHCs do amazing work, but many are still struggling to bring in enough insured patients to keep the lights on. Not because the care isn’t excellent. But because people simply don’t know that.
They assume you’re only for people without insurance. Or they’ve never even heard of you.
That’s a branding problem. And a marketing opportunity.
If you want to grow sustainably, without compromising your mission, here are five marketing must-haves every health center should put in place:
1. Stop treating marketing like a luxury
Marketing isn’t fluff. It’s infrastructure.
Private practices invest real money into marketing because it works. And FQHCs are competing with them for the same patients—especially those with Medicare and private insurance.
If we want to bring in the patients who help keep the doors open, we have to show up like we’re worth choosing. That means investing in branding and marketing—not treating it like an afterthought.
2. Start with your story
Every health center has a story. A mission. A reason you exist beyond the bottom line.
But are you using that story to build trust with your community? Are you showing up in a way that reflects who you really are?
Your story is the foundation of your brand. And your brand is the foundation of your marketing. When you skip this step, marketing gets harder—and more expensive. When you lead with your story, people actually pay attention.
(Our branding partners at Flying Horse are incredible at helping health centers pull this story out and turn it into something powerful.)
3. Build “know, like, and trust” before they need you
Most of your future patients aren’t actively looking for care right now. That’s why brand awareness matters.
One of the best tools for this? Short videos on Facebook and Instagram.
It could be:
A provider giving a quick health tip
A message that says, “Yes, we accept your insurance!”
A patient testimonial or service spotlight
Once someone watches or interacts with that video, you can automatically follow up with more over time—that’s retargeting. It builds familiarity and trust so that when they are ready for care, they already know and like you.
Even better? It can all run on autopilot.
4. Your first impression happens online—not at the front desk
Most patients will check you out online before they ever call or walk through your doors. That means your website and Google reviews matter—a lot.
If your site is hard to navigate or unclear, or your reviews don’t reflect the quality of care you provide, you could be losing people before you ever get a chance to talk to them.
The good news? There are simple ways to improve this:
Make sure your homepage makes it easy to understand who you are, what you do, and how to get care.
Ask happy patients for reviews—especially after a great visit. You can even automate this with a simple text or email.
Give unhappy patients a private outlet for feedback so they don’t turn to Google first.
Think of it like this: marketing builds trust, but your online presence can make or break it.
5. Have a strategy—and a system
Posting on social media isn’t a strategy. A real strategy starts by asking:
Who are we trying to reach?
What do we want them to do?
And what kind of message (and format) will move them in that direction?
When you can answer those questions clearly, you can build a system around them. A system that works in the background—bringing in leads, nurturing trust, and turning awareness into appointments.
Final thoughts:
Marketing doesn’t have to be overwhelming. And you don’t have to do everything all at once.
Start small. Start smart. Build from there.
And if you want help figuring out what that looks like for your health center, we offer a service called the Marketing X-Ray. It’s not free—but it’s packed with value and designed specifically for FQHCs.
If you're curious, email me at jweinman@fqhc.org and I’ll send over the details.
Let’s help more people find care they can trust—starting with yours.
About the Author
Jen is the Communications & Marketing Director of FQHC Associates, providing marketing and communications services for the firm and their FQHC clients.
Jen has extensive experience in branding, marketing and communications, with a focus on creating strategic marketing and communication plans that drive patient engagement and boost revenue.
If you would like to learn more about how FQHC Associates can help your FQHC with your marketing and communications, please click here or contact jen at JWeinman@fqhc.org.
