Virtual appointments now account for 15–20% of OBGYN visits in many practices — a number that held after the pandemic because patients genuinely prefer the convenience for certain visits. Medication reviews, early prenatal check-ins, non-urgent gynecological concerns, birth control consultations, perimenopause follow-ups — these work well virtually. The practices filling their telehealth slots are the ones that actively market them. The ones with empty virtual calendars are the ones that added the capability and assumed patients would figure it out.
What Types of OBGYN Visits Work Best Virtually
Before marketing your telehealth service, be specific about what you’re offering virtually. Patients need to know what appointments are available remotely and what still requires an in-person visit. The visits that convert well via telehealth for OBGYN practices:
Prenatal check-ins (weeks where no physical exam or ultrasound is scheduled). Contraception consultations (discussing options, renewals, side effect management). PCOS and hormonal management follow-ups. Lab result reviews. Perimenopause and menopause consultations. UTI and yeast infection assessment (in many states). Postpartum depression screening and follow-up. Mental health and mood-related concerns in the postpartum period.
Physical exams, Pap smears, procedures, and first OB visits typically require in-person attendance. Being explicit about this in your marketing prevents patients from booking virtual appointments for in-person needs — and prevents no-shows when they realize it at the last minute.
Website: Add a Dedicated Telehealth Page
Most OBGYN practices mention telehealth on their “services” page in a bullet point. That’s not enough. A dedicated telehealth page that explains what’s available, how to book, which states you can see patients in, what the platform is, and how insurance billing works answers every question that stands between a patient and booking a virtual appointment.
That page also has SEO value. “Telehealth OBGYN [city]” and “online OBGYN appointment [city]” are real searches. A dedicated page with that content ranks for them. A bullet point on a services page does not.
Email: Tell Your Existing Patients It’s Available
The fastest way to fill telehealth slots is to tell your existing patient base they exist and what they’re good for. Most patients don’t know their OBGYN offers virtual visits because the practice never told them directly. A single email — “Did you know you can handle [list of visit types] from home? Here’s how to book a virtual appointment” — fills calendar slots from patients who already know and trust you.
Send this to your full patient list once. Then add it to your new patient welcome sequence (Email 2 or 3: “We also offer telehealth appointments for…”). And include a mention in your monthly newsletter when relevant (prenatal patients, postpartum, perimenopause patients are the highest-interest segments).
Social Media: Normalize Virtual Visits
Many patients don’t book telehealth appointments because they’re uncertain if it’s “real” care or if their insurance will cover it. Social media content that normalizes the experience removes that hesitation. Post-specific content that works: “What can you do in a virtual OBGYN visit?” (explainer post or video), “How our telehealth appointments work — from booking to billing” (removes friction), “Did you know we can prescribe birth control renewals via telehealth in [state]?” (specific, actionable).
A 60-second video from a provider explaining “here’s what I can help you with virtually” is the most effective single piece of telehealth marketing content. Film it in your office. Keep it conversational. Patients who watch a provider explain virtual care on camera book at higher rates than those who only read about it.
Handling Insurance Messaging Correctly
Insurance coverage for telehealth varies significantly by plan and state. As of 2026, most major commercial insurers cover OBGYN telehealth visits at parity with in-person visits, but Medicaid telehealth parity varies by state and coverage type. Before marketing telehealth broadly, confirm your billing team knows which plans you accept virtually and what the patient’s out-of-pocket looks like.
In your marketing, avoid saying “telehealth is covered by insurance” without qualification — it’s not universally true. Instead: “We accept most major insurance plans for telehealth. Call our front desk to confirm coverage before booking” or “Telehealth appointments are covered by [specific plans you know work].” Patients who book and then find out their visit isn’t covered become unhappy patients. Getting this right upfront reduces friction and complaints.
Google Ads for Telehealth Appointments
If you’re in a market with meaningful telehealth search volume, a small dedicated Google Ads campaign targeting “OBGYN telehealth [city],” “online OBGYN appointment [city],” and “virtual gynecologist near me” can fill telehealth slots at very low cost. The cost-per-click for these terms is significantly lower than in-person appointment terms because there’s less competition. A $200–$400/month campaign with a dedicated telehealth landing page (not your homepage) is worth testing if your virtual slots are consistently under-booked.
Fitting Telehealth Into Your Broader Marketing
Telehealth isn’t a separate marketing campaign — it’s an extension of your existing practice brand. The same patients who trust you for in-person care should know and trust your virtual option. Your telehealth marketing should use the same voice, same photos, and same booking infrastructure as everything else you’re doing to grow the practice.
For the full OBGYN marketing picture that telehealth fits into, start at the OBGYN marketing hub. And if you want to understand how to market virtual care alongside your in-person services in your specific market, book a 20-minute call here.