If you’re running a medical company in Australia, chances are your best campaign asset isn’t a celebrity professor or international KOL. It’s someone who already knows your therapy, likes it, and would be happy to say so- if only you asked.
Does someone spring to mind right away? Is there an Australian physician who is a fan of your medicine or medical device, who you could leave a voicemail for this afternoon, and they would probably return your call before the end of the day?
Too often, medical marketers get stuck looking for the ‘perfect’ voice: the high-profile, media-savvy expert with a LinkedIn following to fill the SCG. But while you wait for their EA to confirm a call, your local champion the doctor from regional NSW who swears by your solution goes untapped.
At London Agency, we see this all the time. It’s all too easy to chase the big fish, while the best bait goes stale in the tackle box. The truth is: your best advocates are already in your network, already sold, and probably already wondering why no one has asked them to speak up.
Let’s take a few examples.
A small biotech in Adelaide we worked with had been trying for months to land a national TV doctor for a media push. Meanwhile, one of their trial investigators—an infectious diseases consultant from Western Health—had been presenting their data at local CPD events and getting a great response. We helped that doctor become the face of the campaign. No camera crew needed, just a good story and a Zoom connection. It got picked up by medical press within a fortnight.
The lesson? You don’t need a star; you need a story. And often the most credible voices aren’t being hounded by multiple other medical companies. They’re available, enthusiastic, and just want to help spread the word especially when they’ve seen in their own practice that the innovation makes a difference to patients.
There’s also something powerful about creating early momentum, what we call the mushroom approach. Quietly and steadily, you build a network of advocates who create their own light underground before breaking through.
Whether it’s GPs sharing prescribing tips on a Facebook group, or a respiratory nurse giving a shoutout at a hospital forum, this kind of grassroots advocacy gets noticed.
It’s tempting to wait for perfect, but perfect can be a time-waster. Good enough and already engaged is often all you need.
We also find that clinicians who aren’t in the constant public spotlight are often enthusiastic partners. They’re not overused. They’re not comparing speaking fees. They’re just pleased to be involved in something that improves care.
Of course, you’ve got to give them the tools. That’s where our team comes in. We help you turn one interview into months of content. We draft media-friendly copy that still satisfies medical accuracy. We create toolkits for hospitals, FAQs for reps, and videos that get watched.
Your network is already warm. Your stories are already live. Your advocates are already nodding along. All that’s missing is the tap on the shoulder.
At London Agency, we specialise in unlocking those conversations and helping your campaign run further, faster—with people who already believe in you.
Need help finding them? You already know them. We just help you bring them to the table.
