My husband opened his own surgical practice after years of delayed partnership. He handled the medicine, compliance, and operations. I handled the branding, the website, and getting patients in the door. We got plenty right, 261 referring physicians within the first year, but we figured a lot of it out as we went.
Most start-up guides are written by banks, accountants, and EHR companies. They're good on financing and entity structure, and they stop right around the point where patients start looking for you. This is the part they skip.
Here is the timeline that we followed. Complete with the branding baked-in. This tees you up for successful advertising and marketing after you've opened.
The 12-Month Timeline
Month 1-2
Legal & Financial: Hire healthcare attorney. Begin pro forma.
Branding & Space: Decide on practice name. Claim domain and social handles.
Ops & Marketing: Research EHR platforms. Explore lending options.
Month 3–4
Legal & Financial: Form LLC. Open business bank account. Finalize funding.
Branding & Space: Begin branding — logo, colors, patient experience vision. Start commercial space search
Ops & Marketing: Identify a credentialing specialist.
Month 5–6
Legal & Financial: Sign lease. Hire licensed, insured medical-buildout contractor.
Branding & Space: Website: sitemap → wireframe → design → development. Begin waiting room design.
Ops & Marketing: Set up HIPAA-compliant tech stack. Select and onboard EHR.
Month 7–8
Legal & Financial: Begin credentialing and insurance board submissions.
Branding & Space: Website launches with landing page. Index site online.
Ops & Marketing: Verify Google Business Profile. Start networking with referring physicians.
Month 9–10
Legal & Financial: Monitor credentialing timelines. Build buffer for delays.
Branding & Space: Final buildout and space setup. Staff onboarding.
Ops & Marketing: Attend local medical society events. Join Chamber of Commerce.
Month 11–12
Legal & Financial: Confirm all insurance credentialing is active before open date.
Branding & Space: Final brand touchpoints — signage, patient materials, waiting room.
Ops & Marketing: Soft open or official launch. Start local SEO work.
Day 1+
Legal & Financial: Track revenue vs. pro forma monthly.
Branding & Space: Continue building local SEO presence. Post to GBP consistently.
Ops & Marketing: Ask for referrals. Show up. The first 90 days of relationships pay off for years.
Credentialing timelines vary widely by state and insurance board. Some plans take 60 days. Others take 6 months. Build your open date around the slowest one, not the fastest.
Credentialing timelines vary widely by state and insurance board. Some plans take 60 days. Others take 6 months. Build your open date around the slowest one, not the fastest.
Phase-by-Phase Checklist
Phase 1 — Decision & Foundation (6–12 months before opening)
- Pick a practice name that doesn't box you in geographically if you plan to scale
- Claim your URL and social handles as soon as you have a name
- Form your LLC (or file a DBA)
- Draft a pro forma; build in 20% over projected costs
- Shop physician lending products at both large institutions and local credit unions
Phase 2 — Build (3–6 months before opening)
- Search for commercial space with your patient in mind — parking, signage, non-compete boundary
- Begin credentialing and insurance board submissions early; it takes longer than almost anyone expects
- Complete your visual brand before decorating your space
- Non-negotiables on your website: About page, services pages, pricing/insurance info, online scheduling
- Put your name everywhere on your site — patients search for you, not just your practice name
Phase 3 — Launch & Grow (Day 1 and beyond)
- Verify and post consistently to your Google Business Profile — this is what gets you found on Maps
- Visit potential referring physicians without violating any non-compete
- Set up a process to request patient reviews
- Local SEO and GBP management get you found for "near me" searches
- Paid ads work best after the office is running smoothly, not before
Have a non-compete?
Get the full checklist, including the employment-contract appendix by filling out the form
