When Emma Price opened Supafoot in 2014, she thought being a great podiatrist was enough. She was wrong.In this episode, host Emma Price shares the 10 lessons she wishes someone had told her before she opened her practice — from mastering cash flow and building systems, to hiring slowly, marketing confidently, and making the shift from clinician to CEO.Whether you're just starting out or years into running your own healthcare practice, these lessons will save you time, money, and a lot of sleepless nights.Subscribe so you never miss an episode and reach out to The Hive if you're ready to build a profitable, stable, and respected practice that works without you.

What does effective marketing actually look like for a healthcare practice?

In this episode of The Optimised Practice Podcast, host Emma Price is joined by Michael Schumacher from HMDG to break down the fundamentals of healthcare marketing, from getting the basics right before spending on ads to building visibility, attracting the right patients, and understanding whether your marketing is actually delivering a return.

Michael shares practical insights on why your website, booking system, SEO, Google Ads, pricing, and team visibility all play a crucial role in your practice's growth—and why simply throwing money at advertising isn't the answer.

In this episode, you'll learn:

• The three things every healthcare practice should have in place before spending on advertising

• Why your booking system and website can make or break your marketing

• Why patients connect more with the people behind a practice than the brand itself

• How to use networking and local partnerships to generate referrals

• The difference between active and reactive marketing

• Why Google Ads and SEO can be more effective than acquisition-focused social media ads

• How AI and generative search are changing the way patients find healthcare providers

• Why visibility is essential, even when your practice is already busy

• How strategic pricing can influence perceived value and patient demand

• Why tiered pricing and follow-up pricing deserve a closer look

• How to calculate and think about your cost of acquiring a patient

• Why you should measure marketing over 90 days rather than reacting to short-term fluctuations

• How a simple "secret shopper" exercise can reveal problems in your booking and enquiry process

  
  

Michael also shares real-world examples of healthcare practices that have grown quickly, built stronger local referral networks, and used personality-driven marketing to stand out.

The key takeaway? Get the fundamentals right, make your practice visible, track what works, and treat marketing as an investment—not simply a cost.

If you'd like help building a practice that can ultimately work without your daily input, reach out to The Hive.

How do you handle patient complaints without damaging trust?

No healthcare practice is complaint-free but the way you respond can make all the difference. In this solo episode of The Optimised Practice Podcast, host Emma Price shares five practical strategies for handling patient complaints with confidence, empathy, and professionalism.

Learn why complaints aren't just problems to solve—they're valuable opportunities to strengthen your systems, improve patient relationships, and protect your practice's reputation. Whether you're a practice owner, practice manager, or part of a healthcare team, these actionable tips will help you turn difficult conversations into moments that build long-term trust and loyalty.

🎙️ Listen on Spotify or watch on YouTube | Follow us on social media | Visit The Hive to learn how to build a profitable, stable practice that works without your daily input.