Tips for branding your Private Practice



Is there someone you admire in Private Practice? How would you describe that person, or a way that they ‘do things’?

Perhaps you think of them as being a really skilled diagnostician, who’ll keep digging until they get to true cause of the problem, or maybe they’re really kind with anxious patients who are going through chemotherapy?

Are they known being the person who fixes premier league footballers’ knees, or an amazing osteo who’s great at nurturing people with chronic pain?

You may not think of yourself as needing a brand, but whether you know it or not, your brand is out there, and essentially, it’s how people describe you to others.

Stop and think for a moment – are the things people are saying about you and your practice how you would want people to think and feel about you?Or, do you see yourself in another light, and is there some disconnect between your vision of your practice, and what your brand currently says about you?

If you’re at the beginning of your branding journey, if you’re struggling to stand out (because you don’t really have a brand), or if you think your current branding is a little naff, read on.



Here are my top tips for branding your Private Practice

Every clinician needs a brand.

Don’t think that branding only applies to large practices of a dozen physios or so. You as the individual are the brand – and you need to shape that brand.

When patients are searching for clinicians online, they’re going to have a first impression about you when they ‘find’ you online.Whether you like it or not, what they see is going to influence how they feel about you, your professionalism, and your ability to be able to help them.

If you have a clunky website with a snore-fest inducing, generic bendy-active-person logo (think ‘two pointy banana shapes and a ping-pong ball head’), they’re probably not remember you this time tomorrow.

Pause before you ‘get a logo’.

Branding is so much more than getting a nice-looking logo, and yet that’s the first thing people jump to when starting to market their practice.

They get a logo, so it can go on a business card, and when they’ve got the dosh together, they get a website. Sound familiar?

Your logo is indeed an important part of your brand – but you’ll likely end up with a poor or weak logo if you don’t do your branding homework first. Your logo needs to reflect your brand, not made to work the other way around.

So, what’s the ‘homework’?

Figure out, what it is that you want to be ‘known’ for.

This is probably why many clinicians struggle to build a brand, full-stop.

When we’re building a Private Practice, we try to do all that we can to get patients into clinic – we need to pay the mortgage and convince our spouse that quitting that NHS wage was a wise move.

In other words, we try to appeal to everyone.

The problem with this is, it makes us unmemorable, because we become across as generic, and not the go-to expert.

Your brand needs to have a ‘secret sauce’ (aka ‘USP’).

Need a little help figuring that out?

  • What can you offer your ideal patient that others can’t?
  • How does your background make you unique?
  • How have you helped people in the past to improve?
  • What kind of people need help from you the most?
  • What have you got, that other clinicians you know, haven’t?

Make your brand appealing to your ideal patient.

Unsure about who your ideal patient really is?

  • What’s the one kind of clinical problem that you really look forward to treating?
  • Which patients do you understand the best?
  • Where do you get great results for your patients?
  • Which patients do you feel you’re less confident/keen on treating?
  • When you’re developing your brand, keep your ideal patient in mind, and reflect this in the words that you use.


Choose your Practice’s name wisely.

If you’re a solo clinician, you might choose to name your practice after yourself.

If you have an easy to pronounce name this can be a good option. But there can be problems.

Your name has to be ‘available’ – that means, it can’t already exist as a brand, and you’ll want it to be an available domain name, with all the other social media handles for that name being available to.

Don’t try to ‘force’ it with hyphens.

If your name is John Smith, you’re not going to be able to build a successful brand under that guise.

My surname (Spencer-Smith) can cause confusion, particularly when my first name is Catherine – which has about 28 different ways to flippin’ spell it!

So, I went with a brand name that contained some of the keywords that potential patients might use to search with online (hence, Sportdoc London).

Want to know if your dream name is available as a domain and on social?

Go to

Don’t be ‘Princessy’. If they aren’t all available, ditch it and move on.

You need to be able share your brand consistently across the web and social media..

Be true to your brand.

This is where we’re going to tip-toe into the ‘touchy-feely’ world.

Don’t worry – you’ll be fine.

We all have values, and that needs to be reflected in terms of what our practice stands for. Like helping peeps.

If you’re a kick-ass, no nonsense, tough-love rehabber, your brand will seem incongruent with what you stand for, if your website has images of yogis, pebble stacks and crystals. Just sayin’…



Forget the clever waffle and say what you mean.

If you feel tempted to use terms like ‘self-actualisation’, don’t.

‘Nuff said.


Get a professional to help you build your brand (and design your logo).

I’m talking a good one. One who has great design skills.

Ask to see their work.

Have they asked you enough questions?

Are they pushing to actively help you develop your brand strategy?

Does the designer have a great brand themselves?


Here’s some great examples:


Still don’t think it’s worth investing in hiring a professional?

Here are two examples of epic clinical brand fails: 




It’s all about consistency.

This where a branding expert will help you considerably. They’ll ensure that when you’re producing content for Instagram or LinkedIn, your brand looks consistent, it speaks to the patients you want to treat, and it looks professional, not ‘sixth-form’.

Need help figuring out who your ideal patient is?


Email me directly on, and let’s get building your successful, happy Private Practice!

Now it’s time for you to grow your Private Practice.






email or call us 0207 993 6425 http://www.instagram/privatepracticeninja