The need for marketing has evolved for specialists. Twenty years ago, a referral base seemed to happen organically without the need to actively seek out potential referrers, however nowadays a specialist needs to ensure much consideration is given to this component of their business.   

In an increasingly complex and (sub) specialised medical landscape, a well-considered marketing strategy is an asset to your referrers as well as to your practice. We all need colleagues in medicine to seek advice from or refer to. As such we need to know what they do, areas of interest, availability, and contact details. Similarly, those colleagues require the same information from you. Availability to one’s colleagues is an important part of any private practice and is a key part of providing a professional medical service.  

Furthermore, if you are providing education to colleagues via seminars, workshops or podcasts you are assisting your referrers to remain up-to-date and confident regarding clinical knowledge from your specialty area.   

The marketing actions are appropriate, adhere to AHPRA guidelines and are a necessary component of professional practice. However, marketing must be correctly conducted and serve the professional interest of your colleagues. If not, your actions may be construed as unseemly and inappropriate harming your reputation and hence your business.  

Marketing needs to be undertaken on an ongoing basis, whether you are a new or established doctor.