What kind of marketing is the best these days to promote a medical clinic? Previously an opt-in marketing would work a lot. But I haven't been to this business for a decade and I am not sure what works now. Do they promote businesses via social media? Or ads?

Hello, my brother started a small business. He wants to build his own medical center in Miami, FL. He has no experience in this matter and asked me to find out what can be the risks there. Where do I start?