Specialist recruitment through premium digital presence
Transformed a challenger hospital's digital identity to attract Brisbane's elite specialists through strategic positioning and premium design.
Market/brand relaunch
Specialist recruitment
Compliant content production
Challenge
Helping a challenger hospital attract Brisbane's most elite specialists
Brisbane South Private Hospital launched with strong clinical ambition but a weak online presence. With a lot of established players, Brisbane and the Gold Coast is an increasingly competitive market for health providers. No specialist was going to move their practice to a hospital whose website looked like an afterthought.
We changed that.
A new hospital with excellent theatres, great leadership and real momentum — but none of that came across online. Specialists couldn’t see the vision. Referrers didn’t understand the model. Patients weren’t confident enough to choose it.
BSPH needed a digital presence that made high-calibre specialists stop scrolling and think: “This is a hospital I want to operate in.”
Brisbane South Private Hospital digital presence
Weak digital presence
The hospital had excellent facilities and leadership, but their online presence didn’t reflect their quality. Specialists and referrers couldn’t see the value proposition that would make them choose BSPH over established competitors.
Specialist recruitment
In the competitive Brisbane and Gold Coast market, attracting high-calibre visiting medical officers (VMOs) is critical. The hospital needed to communicate what matters most to surgeons: theatre capability, growth opportunities, and a surgeon-centric culture.
Referrer confidence
Referrers needed simple digital workflows to send patients, while patients themselves needed confidence markers to choose BSPH. The site had to work for multiple audiences simultaneously.
The solution:
- A site that looks like it belongs to a top-tier hospital
Clean, modern, premium. Nothing generic. Nothing apologetic.
The website now reflects the quality of the theatres and the standard of care delivered inside the building. We rebuilt the entire digital identity around a single commercial objective: specialist recruitment.
- A value proposition that speaks to surgeons
We created a dedicated Specialist Hub highlighting the things that actually influence VMO decisions:
- Theatre capability and utilisation
- Growth opportunities
- Operational support
- Patient demand signals
- A hospital culture centred on surgeon experience
It's the strongest recruitment page in the Brisbane market.
- Clear pathways for referrals and workflow
Referrers now send patients through simple digital workflows that remove friction and reduce admin noise for the hospital team.
Better workflows, more predictable lists, stronger theatre utilisation.
- Content that positions BSPH as a serious clinical destination
We built out specialist profiles, detailed treatment pages and credibility markers that matter to both surgeons and patients.
The hospital finally looks like what it is: a modern, specialist-led provider.
Why this matters for the AU market
Every private provider in Australia is fighting the same battle: If you don’t win the best specialists, you don’t win anything.
Your digital presence is now the first filter surgeons use to judge whether your hospital is a serious home for their private practice. BSPH recognised this early and made a decisive move.
The result is a challenger hospital that now looks like a category leader.
