Fractional CMO & COO for Medical Practices & Hospitals

Health System Consolidation Pressure

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.

Patient Acquisition Has Changed

Patients now research physicians and practices online before they call — reading reviews, comparing websites, and searching for specialists. A practice that's invisible digitally is losing new patients before the first interaction. Word-of-mouth alone is no longer sufficient for sustainable growth.

Physician Recruitment Is a Marketing Problem

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.

Service Line Growth Without Strategy

Adding a new service line — a surgical program, an imaging suite, an ancillary service — is a significant capital investment that requires a commercial strategy, not just a press release. Most practices launch new services and hope the referral network figures it out.

Revenue Cycle Leaking at Every Stage

Growth is not just a marketing problem — it's an operations problem. Practices that grow their patient volume without fixing their revenue cycle, scheduling efficiency, and care coordination workflows often find that more volume creates more losses, not more margin.

No One Owns Marketing

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.

What We Do Together

Fractional CMO & COO Services for Medical Practices

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.

This is not a healthcare marketing agency applying a generic playbook. It's senior leadership that understands the clinical culture of your organization, the regulatory constraints on your communications, and the competitive dynamics of your specific 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 Conversation

• Patient Acquisition Strategy Build a sustainable patient acquisition engine — SEO, reputation management, digital advertising, community partnerships, and referral network development — tailored to your specialty and market.
• Service Line Marketing & Launch Develop and execute the commercial strategy for new service line launches — from physician and patient messaging to referral network outreach, community education, and digital visibility.
• Physician Recruitment Marketing Build an employer brand and physician recruitment strategy that attracts the physicians and APPs your organization needs — including career pages, candidate targeting, and recruitment messaging.
• Competitive Positioning & Brand Strategy Define what makes your practice or hospital the right choice for the patients, physicians, and payers you're competing for — and build the brand narrative that makes that differentiation visible in your market.
• Revenue Cycle & Operations Alignment Identify the operational gaps — scheduling, AR management, care coordination, staffing — that are limiting the return on your marketing investment and capping your growth capacity.
• Digital Ecosystem & Reputation Management Build or overhaul the digital infrastructure — website, local SEO, Google Business Profile, review strategy, and patient portal communications — that drives patient acquisition in today's search environment.

Independent Physician Groups

Single and multi-specialty practices with 5 or more physicians navigating growth, consolidation pressure, or new service line expansion

Community & Specialty Hospitals

Community hospitals, critical access hospitals, and specialty hospitals competing with larger health systems for patients and physicians

Ambulatory Surgery Centers

ASCs growing case volume, adding service lines, recruiting surgeons, or establishing referral networks with regional physician groups

Multi-Site Healthcare Organizations

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 for physician organizations, multi-site operations oversight, revenue cycle management, and P&L accountability across portfolios reaching $100M in annual revenue.

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 — which means we can address the full growth equation for physician organizations, not just the marketing side.

Read the FAQ: Why hire a fractional CMO? →

Physician & Hospital Experience Includes:

• → Physician group market entry strategy
• → Multi-site healthcare operations (<$100M P&L)
• → Revenue cycle management & AR optimization
• → Service line marketing & commercial launch
• → Physician recruitment & employer brand
• → Staff recruitment & HR infrastructure
• → Patient acquisition & community engagement

P&L responsibility across multi-site healthcare portfolios

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