For most specialists LinkedIn is not a patient channel and should not be sold as one. It is where the GPs, registrars, practice managers and department heads who decide referrals actually are, and it is the only public channel where being a doctor writing about your field is an advantage rather than a compliance problem.
A list of appointments and fellowships tells a referring GP nothing about what you take, what you do not take, or how quickly you can see someone. That is the information the referral decision actually turns on.
Patient education posted to LinkedIn reaches almost no patients. The audience is professional, and copy aimed past them lands with nobody.
A specialist starts with genuine intent, gets a theatre list, and stops. An account with a last post from two years ago reads worse than an account with none.
A public health service posting under an institutional name has approval processes, employer policy and public accountability on top of the advertising rules. Generic agency content is not survivable there.
A profile rewritten for the referrer decision rather than as a curriculum vitae
A posting plan tied to the subspecialty work you actually want more of
Drafting in your voice from your own cases, papers and clinical interests, for your approval
Every post read against the advertising rules before it is published
Institutional accounts handled with the approval process a health service requires
Reporting against referrer reach and profile views rather than likes
Seen enough? Let’s talk about your practice.
A GP deciding where to send a patient often looks you up. What they find should answer scope, subspecialty interest, waiting time and how to refer, in that order.
Most referral relationships decay quietly. Appearing in the feed of GPs who have referred before is low-effort maintenance of a network that otherwise fades.
For a hospital service the audience is fellows, registrars and collaborators as much as referrers. Appointments, research output and case volume do work there that no other channel does.
Most specialists have the substance and not the hour. We draft in your voice from your own material and you approve it. It is a section of this service, not a separate thing to buy.
Referring GPs, other specialists, registrars, or a mix. The audience decides everything after this and is usually never named.
Scope, subspecialty interest, what you do not take, waiting time and how to refer. Written for someone deciding in ninety seconds.
Fortnightly done consistently beats daily done for a month. Drafted for you so a theatre list does not end the programme.
Quarterly, against referral volume and source, because that is the only outcome worth the effort.
Growth + Social is $700/mo, inc. GST, for any practice size.
A B2B agency will optimise for engagement from anyone. A referral network is a small, specific audience, and reach outside it is noise that looks like a result.
A post about a case, an outcome or a technique is advertising a regulated health service. The professional feel of the platform does not change that, and it is where people relax.
Hospital departments carry employer policy and approval chains on top of the advertising rules. That is a different job and we do it as its own thing.
Unclear
Anyone who engages
Referrers and colleagues
A CV
A CV with keywords
Written for the referral decision
None
None
Practising doctor, every post
Stops when busy
Maintained
Drafted for you, maintained
Nothing
Impressions
Referral volume and source
A call, an honest look at the current profile, and what a referring GP would take from it.
I need a professional, AHPRA-compliant website. I don't want to talk to anyone.
I want everything in Launch, plus a team actively growing my online presence: SEO, Google Business Profile, content, and a real strategy.
I want done-for-you marketing at scale, built around what my practice actually needs: SEO, content, ads, GBP, GP warming, reputation. I want a team that knows my practice and an ongoing relationship.
Only need one thing, not a full plan?
SEO, Google Business Profile, ads, and more, sold on their own.
Not sure which fits? Just send us a message and we’ll point you in the right direction.