For decades, in-practice marketing in medical aesthetics has been stuck in a time warp—brochures on countertops, posters in exam rooms, and little to no insight into whether any of it actually influenced patient decisions.

Vrtly, Inc. wants to end that era.

The point-of-care (POC) marketing platform has announced a major expansion of its digital ecosystem, positioning itself as a true end-to-end, in-practice marketing solution for medical aesthetics brands. The goal: replace static, paper-based tactics with a fully measurable, digitized sales channel that connects brand marketing spend directly to patient behavior and treatment selection.

In an industry where timing, trust, and context heavily influence decisions, Vrtly is betting that the clinic itself—not social media, not search—is the most underutilized marketing surface of all.

Fixing a 20-year blind spot in healthcare marketing

In-practice marketing has barely evolved in more than two decades. While digital marketing outside the clinic has become hyper-targeted and data-rich, the moment when patients are most primed to decide—inside the practice—has remained largely unmeasured.

That disconnect has created a massive blind spot between brand exposure and actual treatment adoption.

Vrtly’s expanded platform is designed to close that gap by digitizing the entire in-clinic experience and capturing patient engagement at every stage of the visit. Instead of guessing what worked, brands can now see what patients interacted with, when they engaged, and how that engagement translated into real outcomes.

“In-practice marketing falls flat when it’s built on paper and guesswork,” said Vojin Kos, CEO of Vrtly. “Patients need to be prompted at the exact moment of influence. We’ve digitized the entire in-practice experience to mirror the real patient journey.”

From waiting room to treatment room—and beyond

At the core of Vrtly’s approach is the idea that the clinical visit is not a single moment, but a sequence of decision points. The platform turns that journey into a connected, always-on engagement loop.

Key capabilities include:

Always-on patient engagement
Vrtly synchronizes high-impact brand content across in-clinic screens, interactive consultation tools, and patient mobile devices. Its patent-pending Info Packs deliver relevant educational and promotional content directly to patients’ phones, extending engagement beyond the appointment itself.

The result is persistent brand presence—from the lobby to the exam room, and after the patient leaves.

From exposure to verified outcomes
Through beta EMR integrations, Vrtly links in-practice engagement data with actual treatment selection. For brands, this represents a long-awaited breakthrough: the ability to see how marketing exposure converts into verified product usage, not just impressions.

AI-driven precision at peak intent
Led by Chief Product Officer Joe Schooler, whose background includes Google, Amazon, and Apple, Vrtly’s machine-learning models analyze engagement behavior and EMR signals to determine which brand message to show, to which patient, and at what moment.

This turns the clinic from a passive environment into a measurable, adaptive sales channel—one that can support cross-sell and upsell strategies with far more accuracy than traditional tactics.

Why this matters now

Medical aesthetics is a fast-growing, cash-pay segment where patients often make decisions during consultations rather than long research cycles. That makes the point of care uniquely influential—and uniquely valuable.

Yet most marketing dollars are still optimized for pre-visit discovery, not in-clinic decision-making.

Vrtly’s expansion reflects a broader trend across healthcare and MarTech: bringing measurement and personalization into physical spaces, not just digital ones. Similar shifts are happening in retail media, digital out-of-home (DOOH), and in-store analytics. Healthcare, historically slower to modernize marketing infrastructure, is now catching up.

Early momentum and rapid deployment

Vrtly isn’t positioning this as a long-term vision—it’s already seeing traction.

The company has paid brand pilots underway, with additional campaigns launching in Q1. To reduce deployment friction, Vrtly has rolled out native Smart TV and tablet apps, allowing practices to activate campaigns in minutes rather than weeks.

That speed matters. For brands running national campaigns across distributed clinics, ease of rollout can be the difference between experimentation and scale.

“We’re building the infrastructure that makes cross-selling actually work,” said Schooler. “Connecting exposure to behavior is the unlock for repeatable revenue growth.”

A new channel for healthcare brands—and beyond

Looking ahead to 2026, Vrtly is refining pricing and packaging to support rising demand while exploring non-endemic advertising opportunities. Cash-pay healthcare environments tend to attract high household income (HHI) demographics, making them increasingly attractive to adjacent brands looking for premium, context-rich exposure.

If successful, Vrtly’s model could redefine how marketers think about clinical spaces—not as static environments governed by compliance constraints, but as data-enabled engagement channels.

The bigger picture

Vrtly’s expansion highlights a growing realization across healthcare marketing: digital transformation doesn’t stop at the clinic door.

As brands demand accountability, attribution, and measurable ROI, paper brochures and posters simply don’t cut it anymore. By digitizing the point of care and tying engagement to outcomes, Vrtly is pushing in-practice marketing into the same performance-driven era that has reshaped the rest of MarTech.

Whether competitors follow—or incumbents scramble to modernize—one thing is clear: the waiting room is no longer just a waiting room.

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