Build the audiences before you need them
Create them today even if you will not advertise until next quarter: people who watched a percentage of any video, people who visited your profile, people who messaged you, and visitors to your booking page. They accumulate quietly in the background and cost nothing to hold.
The clinics that see cheap retargeting a year from now are the ones that turned this on before they had anything to retarget. It is fifteen minutes of setup that pays for itself repeatedly.
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Say something different the second time
Retargeting fails when it repeats the first ad. The person already saw the explanation; what they need now is the next step — the price band, the candidacy criteria, what the first visit involves, or a patient's question you answer directly.
Sequence it: first ad teaches, second ad qualifies, third ad invites. Three short videos, each thirty seconds, aimed at people progressively closer to booking.
Keep it small and keep it clean
Retargeting budgets should be a small share of the total — these audiences are limited in size, and pushing too much money at them means the same person sees the ad ten times a day, which in a market this small becomes annoying quickly.
Exclude people who already booked. Nothing undermines a clinic more than a patient who attended last week still being chased by an advert for the consultation they already had.