Marketing for Medicine
Marketing for physician practices, built by someone who knows medicine.
More than ten years in healthcare, an MBA, and a career spent marketing medical procedures to the patients and physicians who need them. I help practices reach more patients, build referrals, and grow service lines.
What I do
Four areas. Most engagements are a mix, shaped around the practice.
Patient-direct marketing
Website, search, content, social, email and ads, so the right patients find you and choose you.
Referral marketing
Materials, outreach and education for referring physicians, plus tracking that shows which sources actually send patients.
Brand and collateral
Identity, brochures, posters, signage and patient-facing print that looks like your practice rather than a template.
Launch and growth support
New procedures, new service lines, patient and referral events, and society or organization launches.
The list is short on purpose. If you need something not on it, ask.
Why a specialist, not an agency
Most agencies learn healthcare on your budget. I have been in it for more than ten years, starting in direct patient care.
Claims that survive review
I know which claims need a citation, which need qualifying, and which should not be made at all.
Patient stories, done right
Testimonials and before-and-after images convert better than anything else a practice has. They are also the easiest thing to get wrong.
I know how a practice runs
Workflow, capacity, and whether patients pay cash or go through insurance. Each one changes the message. Marketing that ignores them creates calls the front desk cannot convert.
You work with me
First call to last deliverable. Specialists brought in and managed by me when a project needs them.
Track record
Six years leading U.S. marketing for a medical device manufacturer in the thyroid ablation field.
About
I am Shirley Wang. I have spent more than ten years in healthcare. I started in direct patient care, then took an MBA and moved into healthcare marketing.
For six years I led U.S. marketing for a medical device manufacturer in the thyroid ablation field. Most of that work is the work I do now: helping physicians grow their practices, raising patient awareness of a procedure most people had never heard of, building patient-facing websites and content that read like they were written for a patient, and running referral marketing so the right physicians knew where to send people.
What I kept noticing was the gap. A physician can be excellent and still be invisible to the patients who need them, and closing that gap takes time and attention that belongs with patients instead. Monenna exists to take that part off their hands.
I take a small number of clients at a time, which means the person doing your work is the person you hired.
- Education
- MBA, Carnegie Mellon University, USA
Bachelor of Medical Radiation Science, McMaster University, Canada - Field
- Physician practice marketing, medical devices, image-guided procedures
- Based
- United States, working with practices nationally
Common questions
The things practices ask before a first call.
What does a medical practice marketing consultant do?
Helps a practice attract more patients and build referrals. In practice that means the website, local search, patient education content, physician-to-physician referral materials, brand and print collateral, and the tracking that shows which of those actually brought patients in. I work directly with the practice rather than handing it to an account team.
What can a medical practice legally say in its marketing?
Patient information generally cannot be used in marketing without written authorization. Testimonials and before-and-after images are permitted, but only with proper consent. State medical and dental board advertising rules apply on top of HIPAA, differ by state and specialty, and are sometimes stricter than the federal baseline.
Source: HHS guidance on HIPAA and marketing.
Who will actually do the work?
I will. Every engagement, first call to last deliverable. No pitch team you meet once and an account coordinator afterward.
When a project needs a specialist I do not have, I bring one in and manage them. You still have one point of contact, and I tell you upfront who is involved and why.
Who owns the website, domain, accounts and content?
You do, from day one. The domain, the website, the Google Business Profile, any ad accounts, and everything I design or write for you. I work inside your accounts.
If we stop working together, you change the passwords and nothing leaves with me. No rebuild fee, no proprietary platform.
How do you handle patient privacy?
Much of this work never touches patient data. Brand, brochures, website copy and referral materials involve none.
When a project does touch it, a patient list, intake forms, a CRM holding patient names, a business associate agreement comes first and the tools get checked before anything goes into them. I complete HIPAA training annually.
How do you measure success?
By patients, not clicks. I will also be straight about the limits: attribution in practice marketing is harder than most agencies admit. A patient who sees a post, searches you two weeks later, then asks their primary care doctor shows up as a referral.
What I do is set tracking up at the start rather than reconstructing it later. A consistent "how did you hear about us" at intake, separate numbers per campaign, tagged links, and a record of inquiries, consults booked and procedures done.
How do engagements work, and when will I see results?
Project based. Scoped work, agreed deliverables and timelines, a fixed fee. If the work turns out to be ongoing we can move to a monthly arrangement, but I would rather earn that than lock you into it at the start.
Two different clocks on timing. Paid advertising needs about a month to calibrate, then produces calls and form submissions through the first quarter. Organic search and content take six to nine months. Referral relationships move at the speed of trust, slower still and worth more.
Get in touch
Tell me what you are trying to grow, and I will tell you honestly how we would approach it.
shirleyw@monenna.com