From opaque consultants to an in-house marketing system.
An established Melbourne clinic stopped paying outside consultants for work it could not see, and rebuilt its marketing capability inside the practice.
Steady bookings, but a plateau.
Malvern Physio Clinic is an established Melbourne physiotherapy clinic. Owner Mark, with marketing run day to day by practice manager Lori.
The clinic had a working marketing rhythm built over three years: strategy, a monthly cadence, newsletters and specials. It delivered steady bookings. But it had plateaued: same activity, same results.
And the costly parts were outsourced with little transparency. Over a thousand dollars a month went on SEO, and an outside quote to rebuild the website came in at eleven thousand dollars, with no clear view of what the spend was actually buying.
Faster content
From roughly a week a month to about a day.
The outside website quote
Delivered in-house and maintainable by the team.
Conversions in 30 days
From a structured Klaviyo email program.
Don't swap one dependency for another.
Rather than hand the work to a different outside provider, we rebuilt the capability inside the clinic and trained Lori to run it, starting with tools she already knew.
- 01Start familiar
Begin with the tools Lori already used, so confidence came before complexity.
- 02Rebuild
A rebuilt, customer-focused website, plus an audience segmentation quiz so patients get the message that fits them.
- 03Systemise
Content skills in Claude for research and drafting, and an automation stack linking Claude, Klaviyo and Metricool.
- 04See it
A live dashboard giving the owner a clear view of clinic performance, plus an HR intranet for the team.
Less spend on consultants. More control in the clinic.
Monthly content
Down from roughly a week. Around seven times faster.
SEO
Was over a thousand dollars a month outsourced. Now handled by the team.
Website and IT
Website delivered for about half the outside quote; IT support tracking to about half its previous cost.
Proactive campaigns
Campaigns fill appointment gaps, new practitioners and open slots, keeping the clinic booked out.
The savings went back into the patient experience.
The time and money saved went back into the business: customer experience, brand and the patient journey.
And Lori moved from marketing-hesitant to a confident decision-maker who owns the system and keeps improving it.
The goal was never to replace one outside dependency with another. It was to put the capability where it belongs: inside the business.Dan MacInnis, MacInnis Marketing
Bring your marketing back in-house.
Book a free AI Opportunity Audit. We'll show you which outsourced work your team could own, and what it would take to get there.