Marketing Led


MedicalDirector is a leading primary healthcare technology company that for 30 years has provided innovative, proprietary software solutions that help General Practice (GP) and specialist medical practices deliver care to their patients. Its software platforms integrate to enable faster and more collaborative workflows in medical practices and connectivity into the broader healthcare system.

We led Australia’s doctors through a pandemic. 

MedicalDirector has a long, proud heritage in Australian healthcare and today provides the clinical and practice management software that powers approximately 50% of Australia’s GP practices. In January 2020, the global pandemic reached Australia, and while the world turned to the medical profession for guidance, the medical profession turned to its Government and providers for direction.

From March 2020 through to May 2022, I led a team of communications specialists to deliver medical practices with crucial updates to immunisation advice, reporting, prescribing guidelines, Medicare billing, legislative changes to restricted drugs, telehealth and more.

We developed a Live Feed, webinars, research papers, online Live Q&As and videos to keep medical practitioners abreast of the ever-changing updates. Watch the video below, produced one month into the pandemic, to see how we supported doctors during COVID-19.

We grew the brand.

MedicalDirector rebranded in 2018 to elevate and unify each of its sub-brands and reflect its vision of ‘together, making people healthier around the world’.

In two years, we wrote and published more than 200 articles, developed more than 50 downloadable content resources, created and launched MedicalDirector TV and MedicalDirector’s first Clinical Practice Cyber-security Summit, produced monthly panel interviews that brought together leaders in Australian healthcare and health technology, and developed the annual HealthTech Showcase – a ‘Shark Tank’ style series that introduced emerging health technology organisations that are pioneering the next generation of technology-led patient-centric care.

Together, we doubled monthly website visits, exhibited at the industry’s best-loved events, and had MedicalDirector place as an award finalist for Best Public Health Initiative in the 2021 Prime Awards.

We grew the sales pipeline.

It’s no surprise that doctors in Australia are under significant pressure. Affected by increased patient loads, and insufficient resourcing, the drive to adopt new innovation is supported, but often thwarted simply based on capacity.

To promote MedicalDirector’s new cloud software product in a way that encouraged interaction from time-poor clinical staff, we developed a series of short 1-minute videos that showcased the software one feature at a time, and encouraged viewers to compare the workflows with the legacy software they were used to. We lead-gated these micro-experiences and targeted marketing by job function, practice size and current software to build the sales pipeline.

In the two years I worked with the brand, we doubled lead form engagements and added more than $3m to the health software sales pipeline. And more than that, we increased product users by 240% – an impressive feat in a limited, and saturated market.

We launched new products.

We developed and launched 7 new health technology products in digital healthcare delivery:

  • Care plan development tool
  • Cyber-security product for medical practices
  • Electronic paperless prescribing
  • National cancer screening partner integration
  • Online patient bookings partner integration
  • Payments partner integration
  • Video and voice Telehealth consultations

We helped facilitate expansion into new markets.

In 2021, we launched the UK website to promote the company’s technology-enabled immunisation support for at-risk patients in the region. To support this launch, we also produced the first live-streamed showcase direct to the UK, complete with C-Suite introductions, live product demonstrations, customer testimonial videos and interactive Q&A.

What we did:

  • Marketing strategy
  • Launch marketing
  • Advertising
  • Agency management
  • Animation
  • Content development
  • Creative management
  • Customer research
  • Events
  • Email marketing
  • Lead generation
  • Marketing automation
  • Partnership development
  • Press and media management
  • Platform delivery
  • Search Engine Optimisation (SEO)
  • Social media management
  • Video production
  • Web design and development

Ready to chat?

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