Senior marketing and operations leadership for independent physician groups, multi-specialty practices, ambulatory surgery centers, and community hospitals, built from the inside of healthcare, not the outside looking in.
Physician groups and hospitals operate in a demanding marketing environment shaped by patient expectations, local competition, referral relationships, and operational capacity. Sustainable growth depends on clear priorities and consistent execution.
Independent practices are competing for patients and physicians against well-funded health systems with large marketing budgets, national brand recognition, and aggressive acquisition strategies. Staying independent, and winning, requires a deliberate marketing and operational response.
Patients often research physicians and practices online before they call, reading reviews, comparing websites, and searching for specialists. A clear, credible digital presence helps prospective patients understand the practice and take the next step.
Attracting top physicians and advanced practice providers requires the same discipline as attracting patients, a compelling employer brand, a clear value proposition, and a recruitment marketing strategy that reaches candidates where they are. Most practices have no formal approach.
Adding a surgical program, imaging suite, or ancillary service is a significant investment. A clear launch plan helps referring physicians, patients, and staff understand the new service and how to access it.
Practice growth depends on marketing and operations working together. Scheduling, revenue cycle, and care coordination need to keep pace with patient demand so additional volume contributes to a healthier business.
In most physician groups, marketing responsibility falls to whoever has time, an office manager, a physician partner, or a part-time coordinator. Without senior leadership owning the function, marketing stays reactive, inconsistent, and disconnected from the organization's growth goals.
BentonNewell provides the senior marketing and operations leadership that physician groups and hospitals need to grow, without the cost of adding a full-time C-suite executive. Dana Newell has led marketing and commercial strategy inside healthcare organizations, from single-specialty physician groups through multi-site health systems.
You work with a senior leader who understands clinical culture, healthcare communication requirements, and the competitive dynamics of your local market.
Because BentonNewell provides both CMO and COO services, we can address growth holistically, fixing the marketing and the operations simultaneously, which is almost always what's required.
Start the ConversationBentonNewell works best with physician organizations ready to make deliberate decisions about growth and give marketing and operations the leadership attention they deserve.
Single and multi-specialty practices with 5 or more physicians navigating growth, consolidation pressure, or new service line expansion
Community hospitals, critical access hospitals, and specialty hospitals competing with larger health systems for patients and physicians
ASCs growing case volume, adding service lines, recruiting surgeons, or establishing referral networks with regional physician groups
Healthcare organizations managing growth across multiple locations that need consistent brand strategy and operational infrastructure to scale
Dana Newell has led marketing and commercial operations inside physician groups and multi-site healthcare organizations, including market entry strategy, multi-site operations oversight, revenue cycle management, and $200M in P&L scope and revenue influenced.
That inside experience is the difference. Understanding how a physician group partnership makes decisions, how clinical culture shapes what marketing can and can't do, how revenue cycle problems masquerade as marketing problems, these are not things you learn from the outside. They require having been in the room.
BentonNewell provides both fractional CMO and fractional COO services, bringing marketing, patient access, practice operations, and financial performance into the same conversation.
Read the FAQ: Why hire a fractional CMO? โP&L scope and revenue influenced across executive and client work
Years of healthcare marketing and operations leadership
CMO and COO functions, strategy and operations in one engagement
No learning curve on healthcare culture, compliance, or clinical dynamics
A fractional CMO for a medical practice owns patient acquisition, service line marketing, physician recruitment marketing, and competitive positioning, functions that typically have no dedicated senior owner in an independent physician group. This includes local SEO and reputation management, referral network development, service line launch strategy, and aligning marketing with the practice's operational capacity to see new patients.
An agency executes campaigns you direct. A fractional CMO sets the direction, owns the outcome, and can also address the operational constraints, scheduling, revenue cycle, front-office follow-through, that often limit whether marketing investment converts into collected revenue. Many practices use a fractional CMO to manage their agency relationships.
Yes. Physician and advanced practice provider recruitment is fundamentally a marketing problem: it requires an employer brand, a clear value proposition, targeted outreach to candidates, and a career presence that competes with health systems. Most independent practices have no formal recruitment marketing approach, which is a significant disadvantage in a competitive hiring market.
Independent physician groups with roughly five or more providers, multi-specialty practices, ambulatory surgery centers, and community hospitals see the most value. These organizations are large enough to need senior marketing and operations leadership but generally too small to justify a full-time chief marketing officer or chief operating officer.
A discovery call gives your leadership team space to talk through what's happening, identify the pressure points, and decide whether fractional support would help.
Schedule a Discovery Call