Clinic marketing in Toronto: what patients see before they book
Patients in Toronto pick a clinic from a phone, a map and a few reviews. Of the 1670 Toronto clinic homepages we checked, 41% had no online booking we could find. Among medical spa clinics, 64% had no online booking we could find.
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What we found on Toronto clinic websites
We checked the homepages of 1670 live clinic websites in Toronto. These are counts of what a patient can see on a homepage, not judgements about the care.
| Clinic type | Homepages checked | No online booking found | No review feed or stars | DIY builder |
|---|---|---|---|---|
| Physiotherapy | 237 | 44% | 98% | 15% |
| Chiropractic | 173 | 40% | 96% | 19% |
| Dental | 549 | 39% | 97% | 7% |
| Optometry | 175 | 44% | 100% | 9% |
| Massage therapy | 126 | 32% | 98% | 10% |
| Naturopathic | 278 | 48% | 99% | 18% |
| Podiatry | 37 | 23% | 100% | 14% |
| Counselling | 17* | 62% | 100% | 6% |
| Medical spa | 26* | 64% | 100% | 12% |
Of the 1670 homepages we checked in Toronto, 41% had no online booking found. The highest share was among medical spa clinics, at 64% of 26 homepages. Optometry homepages most often showed no review feed or stars, at 100% of 175. The booking software we saw most often on Toronto homepages was Jane, followed by ClinicSense and Dentrix/Henry Schein.
Homepage only, live sites, scanned November 2026. How we counted. An asterisk marks fewer than 30 homepages.
How Toronto compares with the other cities we checked
We compared Toronto with the 39 Canadian cities where we checked enough clinic homepages. Each line shows the share of homepages with no online booking found, the average for that clinic type, and Toronto’s rank (1 means the highest share missing booking).
- Physiotherapy: 44% (8 points above the 36% average), rank 4 of 31.
- Chiropractic: 40% (7 points above the 33% average), rank 8 of 34.
- Dental: 39% (about the same as the 37% average), rank 15 of 39.
- Optometry: 44% (about the same as the 44% average), rank 14 of 25.
- Massage therapy: 32% (4 points above the 28% average), rank 5 of 21.
- Naturopathic: 48% (3 points above the 45% average), rank 10 of 29.
- Podiatry: 23% (about the same as the 23% average), rank 1 of 1.
- Counselling: 62% (7 points above the 55% average), rank 5 of 15.
- Medical spa: 64% (16 points above the 48% average), rank 1 of 7.
What this means for each type of clinic in Toronto
Physiotherapy (237 homepages)
No review feed or stars on 98% (average 97%); a DIY builder on 15% (average 14%). Start with a Book online button for an initial assessment on every page and on your online profile.
Chiropractic (173 homepages)
No review feed or stars on 96% (average 98%); a DIY builder on 19% (average 15%). Make booking show evening and weekend times, and put the button where a phone user sees it first.
Dental (549 homepages)
No review feed or stars on 97% (average 98%); a DIY builder on 7% (average 8%). Add an online path for new patients and emergencies, not just a phone number.
Optometry (175 homepages)
No review feed or stars on 100% (average 99%); a DIY builder on 9% (average 9%). Ask every patient at the same point, such as after an exam, and link to your profile from the site.
Massage therapy (126 homepages)
No review feed or stars on 98% (average 98%); a DIY builder on 10% (average 19%). Let people book a named therapist online, and say who direct bills.
Naturopathic (278 homepages)
No review feed or stars on 99% (average 99%); a DIY builder on 18% (average 24%). Put the first-visit booking online and say how long it takes.
Podiatry (37 homepages)
No review feed or stars on 100% (average 100%); a DIY builder on 14% (average 14%). Put booking on every condition page, not only the contact page.
Counselling (17 homepages)
No review feed or stars on 100% (average 100%); a DIY builder on 6% (average 25%). Offer private online booking so people do not have to call.
Medical spa (26 homepages)
No review feed or stars on 100% (average 98%); a DIY builder on 12% (average 14%).
Advertising rules in Ontario
- Physiotherapy: College of Physiotherapists of Ontario
- Chiropractic: College of Chiropractors of Ontario
- Dental: Royal College of Dental Surgeons of Ontario
- Optometry: College of Optometrists of Ontario
- Massage therapy: College of Massage Therapists of Ontario
- Other clinic types, such as naturopathic or podiatry clinics, have their own regulators in Ontario. Ask us and we will point you to the right one.
Check your regulator’s current guidance before you publish; this isn’t legal advice.
Not sure where your clinic stands? We’ll look at it the way a new patient does and send a short written report. No pitch.
Where a Toronto clinic usually starts
The biggest gap we saw in Toronto was online booking among medical spa clinics: 64% of homepages had none we could find, against 48% across the cities we checked. If your clinic is one of them, start there. Most booking software already includes a public booking page, so it is usually a settings job, not a new website. See online booking.
Everything else we do is on our services page, and how we work explains the audit, the one-time project and monthly care.
Questions owners ask
Are you located in Toronto?
No. We serve clinics in Toronto from our Calgary base, with no office there. The audit, approvals and reports happen by email, video call or phone.
Is online booking common for clinics in Toronto?
It depends on the type of clinic. Of the homepages we checked, podiatry clinics were the most likely to offer it (77% had online booking we could find) and medical spa clinics the least (36%).
Which booking software do Toronto clinics use?
On the homepages we checked, the systems we detected most often were Jane, ClinicSense and Dentrix/Henry Schein. We count what our scan can see on a homepage, so clinics that link to booking from another page are not counted.
Who regulates advertising for clinics in Ontario?
Each profession has its own regulator. The ones we found for Ontario are listed above, with links to their own websites. Their advertising and testimonial rules are the ones that apply to you.