Let's TalkLet's TalkEnquiries answered inside a minute and tracked to a booked consult, because the constraint in most practices is the response time rather than the lead volume.
Send us 90 days of call logs and form submissions. We will find every enquiry that went unanswered past five minutes, price it at your own average treatment value, and send you the total. It is usually the largest single number in the practice, and it is almost never in anyone's report.
Local conditions that change the plan, rather than the state name pasted into a template.
South Florida, Tampa Bay, Orlando, Jacksonville and Southwest Florida differ enough in cost per lead, payer mix and competitive density that a statewide average describes none of them. A practice group expanding from Tampa into Miami-Dade routinely budgets against its Tampa numbers and concludes the channel stopped working. The channel did not change; the auction did.
Florida carries a heavy Medicare-age population in Southwest Florida and The Villages, a large self-pay and uninsured share in parts of the south, and employer coverage concentrated in the corporate markets. The same enquiry volume produces very different revenue depending on which of those you are buying. Cost per lead is close to meaningless here without knowing the payer behind it, which is why we measure to booked and attended rather than to form fill.
Winter residents add materially to the addressable population in coastal markets between October and April and remove it again afterwards. Practices that judge campaign performance month over month across that boundary are comparing two different markets and drawing conclusions from the difference. Year-over-year, same-season comparison is the only reading that means anything in those counties.
The board that governs your advertising depends on the licence you hold, not only on the state. These are the rules that bite in Florida.
The Patient Brokering Act, Fla. Stat. 817.505, makes it unlawful to offer or pay a commission, benefit, bonus, rebate, kickback or bribe, directly or indirectly, in cash or in kind, or to engage in any split-fee arrangement, to induce patient referrals. A marketing fee that rises with the number of patients delivered is the structure the statute is describing. This is the single most consequential difference between running healthcare acquisition in Florida and running it almost anywhere else.
Fla. Stat. 817.505 exempts payments to a health information service where the fees are set in advance, are consistent with fair market value, and are not based on the potential value of a patient - and where the service does not steer consumers to a particular provider. Those three conditions are a useful description of what a defensible arrangement looks like even outside the exception: a fixed fee, priced to the work, independent of patient volume.
Rule 64B8-11.001 treats an advertisement as deceptive for a misrepresentation of fact, a partial disclosure of relevant facts, or the creation of false or unjustified expectations - and none of that is limited to the ad itself. Lead-generation funnels put their strongest claims on the landing page and their qualifications on a page nobody reaches. Partial disclosure is exactly the term for that.
The same programme as everywhere, run against this state's rules.
The nearest engagement we can point at is the clinic network below: 54,000+ leads, $327K of managed spend, cost per lead down 57%. It ran across twelve states and we are not going to tell you Florida was one of them, because we do not publish that list. The acquisition mechanics are what transfers. The compensation structure is what we changed for Florida specifically, and that is described above rather than left for you to discover.
Read the full case studyBecause in Florida healthcare that structure runs directly at the Patient Brokering Act. Fla. Stat. 817.505 prohibits paying a commission or engaging in a split-fee arrangement to induce patient referrals, and the statute's own exception describes the safe alternative: fees set in advance, at fair market value, not based on the potential value of a patient. A fixed management fee meets that description and a per-patient fee does not. Take the specific arrangement to your counsel - but we are not going to propose the risky one.
They are criminal rather than administrative. A violation is charged as a third-degree felony, escalating to second degree where ten to nineteen patients are involved and first degree at twenty or more, with fines rising to $500,000 at the top tier. That escalation by patient count is worth understanding, because a marketing arrangement by its nature involves many patients rather than one. This is a question for a healthcare attorney, and it is worth the hour.
Cost per attended appointment, then cost per accepted case, segmented by payer. Florida's mix varies enough between Southwest Florida, Miami-Dade and Jacksonville that a lead in one is not economically the same object as a lead in another. A campaign producing cheap enquiries from a population your practice cannot profitably treat looks excellent on a cost-per-lead report and shows up nowhere in revenue.
Not across the winter-resident boundary, which is most of the value in coastal Florida. October to April and May to September are different markets in the same counties, and a month-over-month comparison across that line measures the season rather than the campaign. Same-season year-over-year is the comparison that tells you whether anything you did worked. We report it that way even when the month-over-month number would look better.
Assume they are relevant and get advice rather than assuming distance protects you. Florida regulates the practitioners it licenses and takes an active interest in arrangements that produce patients within the state, and the brokering statute is written broadly - it reaches indirect payments and payments in kind. If you are treating Florida patients or advertising to them, the compensation structure is worth reviewing with counsel regardless of where the practice entity sits.
The full service, and the neighbouring states we cover.
Which metro, which procedures, and what you are running now. We will tell you honestly whether we can help, and what the board rules mean for it.