Sometimes the partnership never comes.
After years of delayed partnership, my husband decided to open his own oculofacial plastics practice. Even with an 18-month non-compete, we took the plunge.
We leveraged my 25+ years of branding and marketing experience with his vision of how he's always wanted to practice medicine. And in about 8 months, we opened the doors to Texas Eye Aesthetics.
I'm convinced the reason the practice did over one million in billables and had 261 referring physicians in the first year was because we laid the branding groundwork from day one. We wanted the patient experience to be visually, digitally, and experientially cohesive.
And it would have been near impossible without both our powers combined.
This timeline and checklist is my gift to you. It's what we wish we would have had. Beyond what revenue cycle management companies, CPAs, and banks provide. It includes the pieces you can't afford to wait on that nobody is telling you about.
Venturing into private practice can be overwhelming. But you don't have to go into it flying blind!
If you have any questions, please feel free to book a time to chat, or email me at ashley@digitalashagency.com
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
Reveal the full checklist
