The people behind The Medical Marketers
The Medical Marketers is a deliberately small team. Every practice we work with gets senior people on their account, not a junior who changes every six months and has to be brought up to speed again.
Between us we cover strategy, websites, search, paid advertising and compliant content, and we work closely across all of it. That means your SEO, ads and website are planned together, written to the same standard and measured against the same goal: more of the right patients booking in.
Denholm Hale
Founder and Strategy
Denholm has worked as a marketer since 2017, starting with websites and marketing for Adelaide small businesses, and has focused on medical practices since 2021, working with dozens of practices since. The part of the work he enjoys most hasn’t changed: the relationships. Getting to know the people who run the business, understanding what they’re trying to build, and helping them get to the next level.
In 2023, when AHPRA introduced new guidelines for advertising cosmetic surgery, he was working with several plastic surgeons, and the industry had to change how it advertised almost overnight. That meant auditing websites, ads and social media in fine detail, finding what no longer met the rules and rewriting it so the marketing still worked. He built his own audit tool to make that work faster and more thorough, and The Medical Marketers still uses it today. Aesthetics remains the area he enjoys most, precisely because the rules leave so little room for error.
Clients tend to describe him the same way: calm and consistent. Most of the businesses he works with have been with him for five years or more. He holds a Bachelor of Business (Marketing) from Flinders University.
Abi White
Senior Copywriter and Compliance Specialist
Abi is an Australian conversion copywriter and SEO specialist who has been in business since 2006 and has more than ten years’ experience in SEO. Abi writes AHPRA-compliant content for dentists, doctors and surgeons, combining persuasive copy with search optimisation so pages rank well and still read naturally for patients.
Abi spent eight years as founder and director of an international ecommerce label, then worked as Senior SEO and Conversion Copywriter for an international ecommerce software company, and has written for national and international brands including Colgate-Palmolive and Retail Express. At The Medical Marketers, Abi leads copywriting and works alongside our compliance reviews, so every page, ad and post is written to the rules from the first draft.
Shana Hale
Clinical Compliance Advisor
Shana is a registered nurse who has worked in Australia’s public hospital system since 2021, and helps oversee compliance at The Medical Marketers. She has a passion for patient-centred care, and working clinically every day gives her a practitioner’s view of how patients read and understand health information.
At The Medical Marketers, Shana reviews clinical content with a nurse’s eye. She checks that procedures, recovery and risks are described accurately, that nothing overstates results or plays down what a patient should expect, and that the wording makes sense to someone reading it before a consultation. She works with Abi and Denholm on compliance reviews, so clinical accuracy and the AHPRA and TGA advertising rules are checked together, not one after the other.
Sophia Soumelidis
Social Media and Content
Sophia looks after social media, content and production at The Medical Marketers. Before joining, Sophia worked with ecommerce brands, growing their social media audiences, and is a skilled photographer, videographer and editor.
Sophia is studying an undergraduate psychology degree at the University of Adelaide, and it shapes Sophia’s approach to content: how people make decisions about their health, what helps someone feel confident enough to book, and why calm, clear messages work better than pressure for patients who may be anxious. All the copy Sophia writes for clients is reviewed against the advertising rules, like everything we publish.
The team
The roles behind every engagement
Founder and strategy
Sets the direction for every engagement, owns the relationship and makes sure the plan matches your goals.
Performance and ads
Builds and manages your Google and Meta campaigns, tracking every dollar back to enquiries and bookings.
Content and compliance
Writes and reviews every page, post and ad against the AHPRA and TGA rules before it goes live.