Expert marketing support for regulated industries.

Grow your practice without compromising your reputation, and move from uncertainty, frustration and guesswork to clarity, confidence and measurable results.

About

Unlike the majority of consultants who advise from arm's length and the outside, I've been fortunate to spend two decades inside leading healthcare organisations including Sonic Healthcare (ASX: SHL), Virtus Health, and Great Ormond Street Children's Hospital in London, developing deep expertise in solving their most costly marketing challenges.

I see you, navigating the complexity of growing your practice while honouring your professional and ethical standards. Perhaps you're feeling that flutter of uncertainty around your marketing efforts, wondering ‘what should I be doing?’ and ‘where should I focus my limited resources?’, or carrying the weight of growth targets that seem just out of reach. Maybe all of these.  

There is a very strong chance that I've experienced the specific challenges you’re facing, or at least something close to them.  

From turning around underperforming business arms with targeted hotspot marketing activity, to generating positive media coverage, to increasing market share year on year for a listed provider, I’ll bring more than theoretical, surface-level strategy, with runs on the board and the kind of supportive guidance that makes transformation feel possible, even enjoyable. 

If you are ready to address your marketing effectiveness alongside someone who can truly understand your unique environment and deliver tangible, meaningful results, then I would love to explore what is possible for your practice.

Offerings

A foundational offering, in the form of one-hour conversations to provide marketing advisory. 

Services include: 

  • Face to face (if Sydney-based)  

  • Online (Australia-wide and global) 

Designed for you if, for example, you are a solo practitioner and want an expert view on the activity you’re undertaking, or to discuss a particular challenge you are having or goal you’d like to achieve.

These sessions will provide structure to your marketing efforts and can be one-offs, or part of a series if that feels more supportive.  

CONSULT

A subset offering designed to support singular needs or short-term projects.  

Services include:  

  • Agency management (+ briefing) 

  • Copywriting

  • Digital ad campaigns 

  • Email marketing 

  • Marketing plans (annual, bi-annual or quarterly) 

  • Google review strategies   

  • Public relations  

  • Tender submissions 

Designed for you if, for example, you want to generate media coverage for an event or initiative, need a framework to respond to Google reviews, or support managing an agency relationship when you’re not seeing the results you were expecting. 

SPRINT

A flagship offering and longer-term engagement (three months +) which is based on the solid fundamentals of marketing effectiveness; diagnosis, strategy, tactics and measurement.  

Services include: 

  • conscious competitor research 

  • marketing strategy and planning 

  • campaign creation and execution 

  • measurement and analysis.  

Designed for you if you’re setting up a new practice, launching a new service offering, or struggling to do the ‘right’ marketing to achieve your goals and in need of a reset. 

Seasonal will allow you to replace question marks with a clear path forward.  

SEASONAL

Enquire

  • Client Testimonial

    "I was stuck in a loop - feeling exhausted by what I should be doing versus what I was actually doing versus what I was resourced to do. Despite my practice growing, I felt like I wasn’t hitting the mark with my marketing strategy and, as a solo practitioner, I wanted someone to check I was on track. From our first meeting, Hayley gave me so much affirmation and assurance in my own skills. She was personal and warm. Knowing that we worked similarly made me think ‘yep, this is going to work’. When I began feeling overwhelmed, and started to consider closing my books, Hayley was there—responsive, flexible, supportive. She helped me solve that challenge which has been liberating and released me from the stress I was experiencing.

    Without Hayley, I would not have had the sense of ease I did in finally making that choice, which I know deeply was the right thing to do."

    Sarah Coshan
    Pelvic Health Physiotherapist & Founder, Embody Women’s Health

  • Client Testimonial

    "The utilisation of our hospital theatres was not at the level we wanted it to be, causing pressure within our business. Hayley understood our unique challenges and provided a tailored marketing plan that focused on attracting new surgeons and enhancing the support for our existing specialists. She has an incredible, collaborative spirit, and we executed on the plan together with lots of laughs along the way. It wasn’t an overnight fix, but with time, our utilisation rates lifted, we reached our operating targets, and most importantly, we were able to treat more patients and realise our potential within the communities we were serving." 

    Finny Staples 
    Director of Nursing & Business Services, Virtus Health 

  • Client Testimonial

    "Our challenge was to maintain and enhance the reputation of Great Ormond Street Hospital as one of the world’s top five children’s hospitals, and meet a fundraising target in excess of $150 million annually. Hayley’s leadership and guidance helped us successfully achieve this. She consistently secured significant positive media coverage and managed reputation issues with grace. Hayley has a brilliant manner, and her ability to build trust with colleagues, journalists, patients, and their families was invaluable. She always ensured that every action aligned with our strategic business needs, and her communication and influencing skills were pivotal to our success. I would work with her again in a heartbeat."

     Andrea Ttofa 
    Head of Communications, Great Ormond Street Hospital  

  • Client Testimonial

    "Hayley is an outstanding marketer with a very strong ability to apply advanced strategic thinking to any business."

    Professor Mark Ritson 
    Award-winning columnist, global brand strategist & co-author of research cited by George Akerlof in his 2001 Nobel Prize acceptance speech.

FAQs

  • This is nuanced and depends on your business, the goals you want to achieve and the activity you are undertaking.  

    With direct response activity (e.g. an email campaign or a Google Ad campaign) you can see immediate results, plus the time invested to set the campaign up. However, if we are working on a comprehensive marketing strategy then this is very different. My view is to get someone accustomed to your business, to have a reasonable structure in place, and to start properly benchmarking some results you are looking at 3 – 6 months. 

  • As with anything in life, nothing is guaranteed, and you should always weigh up the risks of your investment. What I have seen, repeatedly, is the difference the right marketing makes to a business in supporting significant growth and returns. The difference between effective and ineffective marketing always lies in the results you are delivered. 

  • By dialling into what you want your business to achieve, and ensuring your marketing strategy feeds directly into this. There are marketing metrics we can look to, and clear KPIs to set across the funnel so that if something isn’t working, we know where the issue lies and why. 

    My firm view is that for marketing to be effective, a holistic view of the business is needed, without exception. Otherwise, marketing activity tends to exist in a silo and becomes ineffective. This is when you’ll hear things like ‘oh, the ads are performing so well’, and it will be jarring because that isn’t reflected in the revenue when it should be, even if it’s not a perfect trajectory.  

  • This is nuanced, again, because each business is unique and it will depend on what you’re looking to achieve. A very ballpark figure for marketing investment as a percentage of business revenue is around 10%.  

    Marketing activity exists above (paid) and below (unpaid) the line so there are different options available. 

    I will always aim to work with the things you already have in place, and when I make recommendations, I will clearly articulate why I am making them and not hide behind them.  My foundation offering is Consult, a one-hour conversation to provide advisory. The investment for this is $150, and we can use the time to focus on a particular challenge you are having, or goal you want to achieve.  

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