A lead generation system for A/Prof Vinay Rane, built inside the advertising rules that govern your registration.
You told us you want the calendar always booked. That is a different problem to "get more enquiries", and it needs a different answer.
A practice fills unevenly because it depends on referral flow it does not control. Good months come from other people's decisions. Quiet months arrive without warning and cannot be fixed quickly, because the gap between someone first hearing your name and sitting in your rooms is measured in months.
Consistency comes from two things running at once: a demand source you own and can turn up, and a held audience that converts on a lag. Most practices have neither. You currently have neither, which is the good news, because it means the first fixes are the cheap ones.
Before anything else in this document is worth costing: how many obstetric bookings can you take a month, and how many months last year did you fill them?
If the honest answer is that you are full more often than not, we would rather point this system at gynaecology, surgery and pre-conception, which are not capped by delivery months, than sell you a campaign with nowhere to land.
We audited both of your websites, every channel and the path a new patient actually takes to reach you. Your reach is already substantial. The problem is what happens after someone is interested.
This list is yours regardless of what you decide. Half of it can be fixed in an afternoon by whoever holds your website login. We would rather you fixed it than paid anyone to advertise into it.
This is the single most useful thing our research turned up, and it is the reason your pre-conception instinct is right.
Private health cover carries a twelve month waiting period for pregnancy and birth, and it must be served before the admission. Work backwards from a due date and the cover has to be in place roughly three months before conception.
Nobody in this market is in that conversation. Owning it is how you stop competing at the point where three names are being compared, and start being the name she already trusts.
MBS item 73451, reproductive carrier screening, is claimable by a patient who is pregnant or planning pregnancy, once in a lifetime. It gives a pre-conception couple a reason to book an appointment rather than read an article, and it is entirely legitimate clinical care rather than a marketing offer.
Two lanes running at once. One fills the calendar this quarter. The other makes it stay full without you buying it again every month.
There is a third audience worth naming, and it is the one most practices neglect: GPs. A referral is required for the rebate, and a GP can redirect a patient who arrived with your name in mind. Content aimed at referrers is a different job to content aimed at patients, and we would treat it as one.
Advertising a regulated health service is governed by section 133 of the National Law. You know it better than we do. We are setting it out so you can see it shaped the plan rather than being checked at the end.
Advertising that is false or misleading; that offers a gift, discount or inducement without stating terms; that uses testimonials; that creates an unreasonable expectation of beneficial treatment; or that encourages indiscriminate or unnecessary use of a health service. Maximum penalty $60,000 for an individual, $120,000 for a body corporate.
| What an agency would normally pitch | What we will do instead |
|---|---|
| Patient birth stories, video case studies | Clinical explainers, in your words, of the conditions those stories would have illustrated |
| Review widgets and star ratings | Qualifications, appointments, teaching roles, hospital accreditations. All facts, all permitted |
| Resharing tagged birth announcements | Nothing. It is caught by the ban and not worth your registration |
| "Melbourne's leading obstetrician" | Specific, checkable statements about training and subspecialty interest |
| Limited-time offers, discounted first consults, countdowns | Genuine clinical urgency where it exists, stated accurately |
Two commitments. Every asset goes to you for approval before publication. And we do not touch any matter currently before a court or a coroner, however well it performs.
Everything we film sits in one of these. Each one has a job in the funnel, so nothing gets made because it might do well.
How private maternity actually works. What the waiting periods mean, what a referral does and does not require, what the hospitals genuinely differ on, what the costs are made of.
Endometriosis, PCOS, breech and ECV, VBAC, gestational diabetes, maternally assisted caesarean. Plain English, no jargon, one condition at a time.
Carrier screening, cycle and fertility fundamentals, when to stop waiting and get investigated, and the insurance timing almost nobody understands until it is too late.
Teaching, training registrars, the college and council work, how decisions actually get made in a delivery suite. Authority without a single testimonial.
Advertising is third, not first. Until the first two are done, advertising loses most of what it buys.
One website that agrees with itself. Online booking, or at minimum an enquiry that reaches your rooms in real time. The riddle gone. The bio link pointed somewhere that works. A "how did you hear about us" field so everything after this is measurable. One clear answer to the referral question, because it is the first thing a new private patient asks.
Enquiries should rise on your existing traffic alone, before a dollar of ad spend.
The guide from Pillar 01, and the list it fills. Genuinely useful, entirely educational, nothing that reads as inducement. Then a short, human email sequence that keeps you useful to someone who is a year away from needing you.
The list is the only thing that makes next year predictable rather than hopeful.
Paid distribution against both lanes, filmed in batches so the demand on your time is hours per month rather than hours per week. Fast lane geo-targeted tightly around the hospitals you deliver at. Slow lane broader, cheaper, and measured on list growth rather than this month's bookings.
This is the tap. When a month looks light, you turn it up, which is the definition of a calendar you control.
Start with Phase 1 as a fixed-scope piece of work. It is the part with the clearest return, it is measurable in weeks, and it does not ask you to commit to a retainer to find out whether we are any good.
If enquiries move on your existing traffic once the leaks are closed, Phases 2 and 3 have proven themselves with your numbers rather than somebody else's case study. If you would rather see the whole thing costed as one engagement, we will do that instead.
Either way the first conversation is about capacity, because everything else follows from it.