Grow Your Practice

Supporting the practice principals/owners in the implementation of their business goals is a key component of your role as a practice manager, which means you need a solid ‘blue print’ or business plan to provide a strong strategic direction for the practice.

Practice strategy overview

To be able to effectively manage a successful practice, it is critical that the practice principals/owners have established why they are in private practice. What are their goals and what do they hope to achieve in the longer term, both professionally and personally? Where do they envisage themselves and the practice in the next three to five years?

These considerations will form an integral part of the practice business plan and provide a solid foundation for its ongoing strategic direction. It will provide you with the framework around which to develop management strategies.

Roles in the practice

As the practice manager, you will be able to assist and support the owners with the operational and business development aspects of the practice.

For the owners of the practice, there will always be decisions, which they will be required to make and which you will be required to implement.

The practice manager is a key component in the success of any practice; you will drive much of the implementation, lead much of the innovation and oversee much of the required change management process.

With the principals/practice owners having established their vision, it is important that they then involve the practice manager and practice staff in the development of a practice strategy. This will provide the ‘blueprint’ for the practice manager and can lead to an increase in staff motivation and a willingness to take ownership of their contribution to the strategy. As a team, you can work together to:

  • document an overview of the principals’ immediate and longer term goals – both individual and professional.
  • set standards for acceptable professional behaviour and conduct.
  • define the principles and values by which your practice will operate.
  • ensure your practice operates in an ethical environment.
  • create a welcoming and suitable environment/atmosphere for patients.
  • align with risk management processes.
  • define parameters to determine and acknowledge achievement of milestones and goals.

Improve your practice

The key elements you should use to establish your practice identity are:


Each statement should be written in a concise and unambiguous manner, so that it is transparent to everyone how the practice functions. To have a positive influence on your business, the above key elements must be embedded into every aspect of the business.

They should be reflected in:

  • The business plan.
  • The practice policy and procedure manual/s.
  • Staff induction contracts/documents.
  • Signage in staff-only areas (such as reception/admin, tea room, etc.)
  • Practice meetings (through training and discussion).
  • New initiatives.
  • The practice brochure, website and public documents (this should be limited to the mission statement if it is appropriate for public viewing).

These statements should then be reviewed and updated on a regular basis. As the manager of the practice, you, in conjunction with the practice principals, will have a major impact on the success of adherence to, and achievement of these statements.

Business objectives

Once you have established the overall direction of your practice with these three statements, you can then proceed in setting specific business objectives which:

  • Should be consistent with your strategy.
  • Define individual business targets and related outcome parameters.
  • Set out how you develop your business.
  • Assist you in achieving personal and professional goals
  • Assist in the operational management of the practice.

Next page

Market and patients
  • How to market your practice
  • Practice promotion
  • Promotion of your services
  • Creating your practice image
  • Defining your market
  • Improve your practice

This publication is proudly brought to you by Avant Mutual Group. The content was authored by Brett McPherson, reviewed by Colleen Sullivan and Avant Mutual Group.

This publication is not comprehensive and does not constitute legal or medical advice. You should seek legal or other professional advice before relying on any content, and practice proper clinical decision making with regard to the individual circumstances. Persons implementing any recommendations contained in this publication must exercise their own independent skill or judgment or seek appropriate professional advice relevant to their own particular practice. Compliance with any recommendations will not in any way guarantee discharge of the duty of care owed to patients and others coming into contact with the health professional or practice. Avant is not responsible to you or anyone else for any loss suffered in connection with the use of this information. Information is only current at the date initially published. © Avant Mutual Group Limited 2014.

IMPORTANT: Professional indemnity insurance products and Avant’s Practice Medical Indemnity Policy are issued by Avant Insurance Limited, ABN 82 003 707 471, AFSL 238 765. The information provided here is general advice only. You should consider the appropriateness of the advice having regard to your own objectives, financial situation and needs before deciding to purchase or continuing to hold a policy with us. For full details including the terms, conditions, and exclusions that apply, please read and consider the policy wording and PDS, which is available at or by contacting us on 1800 128 268. Practices need to consider other forms of insurance including directors’ and officers’ liability, public and products liability, property and business interruption insurance, and workers compensation and you should contact your insurance broker for more information. Cover is subject to the terms, conditions and exclusions of the policy. Any advice here does not take into account your objectives, financial situation or needs. You should consider whether the product is appropriate for you before deciding to purchase or continuing to hold a policy with us.