Distribution
Strategy
A phased plan to acquire high-value clinician clients through strategic partnerships, formalised referral systems, and direct social channels.
We already know this works.
One e-shot from the ROCI campaign led to a consultant spinal surgeon. That surgeon referred two colleagues. Two clients closed, a third in the recommendation stage — no formal referral system, no paid advertising beyond that initial campaign. The numbers speak for themselves.
Consultant surgeons who run
private practices.
Our ideal client is an NHS consultant who also operates a private practice through a limited company. High turnover, high profit, and critically underserved when it comes to specialist business protection.
They need directors' benefits, key person cover, income protection, critical illness, and relevant life cover structured through the business for maximum tax efficiency. Most have generic policies that would fail them when it matters most.
The beachhead is surgeons. But the model applies to any high-earning professional running their own limited company — lawyers, barristers, judges, architects. We start where we have traction and proof, then replicate across verticals.
Deliver value first.
Establish indispensability second.
Educate
Show the market the risks they do not know they have. The "Any Occupation" trap. The limited company blind spot. The tax advantages they are missing.
Demonstrate
Provide institutional-quality analysis before any commercial conversation. Let the depth of our work make the case for us.
Convert
The commercial conversation only happens after the prospect or partner realises that generic advice is a liability. By then, we are the only logical choice.
Three channels.
Prioritised by leverage.
Each channel is designed to compound over time. Partnerships create volume. Referrals create velocity. Direct acquisition builds the brand.
Strategic Partnerships
Build relationships with professionals who already advise our target market. Medical accountants, indemnity providers, private hospital networks. One partnership can unlock hundreds of qualified prospects.
Formalised Referrals
Surgeons talk to surgeons. We already have proof of organic referral velocity. Now we build the system: post-recommendation referral sequences, colleague risk audit links, and priority consultation pathways.
Direct Acquisition
LinkedIn and X/Twitter content focused on the 'Wrong Policy vs Right Policy' narrative. Paid ads targeting surgeons near major private hospitals. Build the brand while capturing active demand.
The firms that already
advise our clients.
We do not ask for referrals. We approach these partners with a value proposition that enhances their service offering. Their clients get better protection. Their practice retains more revenue. We become indispensable.
Hive Accounting
PriorityExclusively serves private healthcare practices. Led by Ben Spokes FCA (ex-KPMG). Strong alignment with limited company structuring. High-priority target.
Sandison Easson
PriorityOne of the largest and most established specialist medical accountants in the UK. BMA recommended. Highly influential in the medical professional space.
Medics' Money
PlatformDoctor-run platform that verifies and matches doctors with specialist IFAs and accountants. Getting listed here puts us in front of every doctor actively seeking advice.
RBP
PrioritySpecialist medical chartered accountants with 30+ years of experience. Deep relationships with consultant surgeons running private practices.
SIAL Accountants
RegionalLondon-based specialists for doctors, dentists, pharmacists, and medical practices. Strong presence in the private practice limited company space.
TC Group
NationalMedical accountants covering pensions, tax planning, and private practice structuring. Broad client base across medical specialisms.
Alexander & Co
NationalSpecialists in doctors and medical professionals, with a life sciences division. Strong presence across the medical sector.
Path Accountants
SpecialistDedicated to doctors in the UK. Expertise in NHS pension planning, tax optimisation, and private practice structuring.
Nichols & Co
RegionalMedical professionals specialists covering London and the South East. Regional but well-positioned for high-value private practice surgeons.
Azets
NationalHealthcare and doctors division. Covers funding, compliance, and tax structuring. Large national firm with medical specialism.
Brearley & Co
Specialist40 years serving healthcare professionals. Deep relationships in the medical sector. Established and trusted.
Moore Kingston Smith
NationalHealthcare sector specialists within a top-20 UK firm. Strong reputation with medical professionals and private practices.
Lanop
SpecialistSpecialists for locum doctors, consultants, surgeons, and GPs. Covers the full range of medical professionals running limited companies.
Private Practice Surgery
NetworkMembership site specifically for UK consultant surgeons growing private practices. Direct access to our exact ICP. Potential for content partnerships or sponsored resources.
FIPO
AssociationFederation of Independent Practitioner Organisations. The umbrella body for private practice doctors. Provides access to multiple surgical and medical associations.
Royal College of Surgeons
Association28,000+ members. Has a dedicated private practice guidance section. Potential for educational content partnerships on business protection.
Independent Doctors Forum
NetworkNetwork of independent and private practice doctors. Smaller but highly targeted audience of exactly the professionals we serve.
London Consultants' Association
RegionalLondon-based consultant network. High concentration of private practice surgeons in the capital. Regional but high-value.
Hospital Consultants & Specialists Association
AssociationConsultant representation body. Access to consultants across specialisms who may have private practice interests.
Royal College of Surgeons (Edinburgh)
AssociationSeparate from England. Has its own groups and networks for members. Access to Scottish and international surgical consultants.
Royal College of Physicians & Surgeons (Glasgow)
AssociationCommunities and networks for members. Covers physicians and surgeons across Scotland and internationally.
Association of Anaesthetists
AssociationAnaesthetists with private practice. High-earning professionals who frequently run limited companies alongside NHS roles.
British Association of Plastic Surgeons
SpecialistPlastic and reconstructive surgeons. High proportion running private practices with significant turnover.
British Association of Urological Surgeons
SpecialistUrological surgeons. Specialist surgical society with members running private practices.
British Association for Surgery of the Knee
SpecialistOrthopaedic surgeons specialising in knee surgery. Part of the British Orthopaedic Association. High private practice rates.
Healthy Private Practice
NetworkRelated to Private Practice Surgery. Services and resources for medical consultants building and growing private practices.
MDU (Medical Defence Union)
IndemnityLeading medical defence organisation in the UK. Their members are exactly the surgeons we need to reach. Potential for co-marketing or referral arrangement.
Primus Indemnity
IndemnityLeading surgeon insurance specialist. Directly serves our ICP. Strong alignment for a referral partnership.
Medical Protection Society (MPS)
IndemnityPrivate practice consultant membership. Large membership base of exactly the professionals we serve.
Medicas
IndemnityTailored medical indemnity specifically for surgeons. Independent and specialist. Natural alignment with our proposition.
Howden
BrokerMedical indemnity insurance broker. Broad reach across the surgical and medical consultant market.
Spire Healthcare
38 hospitals, 3,700+ consultants
Circle Health Group
54 hospitals, 6,000+ consultants
Practice Plus Group
Multiple sites, specialist surgeons
Kingsbridge
300+ consultants, Northern Ireland
OneHealth
Orthopaedics, Spinal, General Surgery
Surgeons refer surgeons.
We just need the system.
Referrals in this market are driven by peer protection, not financial incentives. A surgeon refers a colleague because they want to ensure their colleague is not caught in the same trap they were. We formalise this natural behaviour into a repeatable system.
Deliver
Complete the recommendation and place the policies. Deliver an exceptional experience that the client wants to share.
Equip
Provide the client with a specific, professional asset to share — a 'Colleague Risk Audit' link that bypasses the standard funnel.
Trigger
The referred colleague receives a priority consultation pathway. No generic forms. Direct access to Mike and Tom.
Repeat
Every new client enters the same flywheel. The system compounds. One client becomes three. Three become nine.
Build the brand while
capturing demand.
X / Twitter
Punchy, contrarian takes on the financial services industry's failure to properly insure medical professionals. Thread breakdowns of the "Own Occupation" definition. Short, sharp, shareable.
Long-form, analytical posts breaking down the tax advantages of structuring protection through a limited company. Case study teardowns. Network building with medical accountants and surgical professionals.
Paid Advertising
Targeted campaigns directing traffic to the surgeons landing page. Geo-targeted around major private hospitals (Spire, Circle Health) and NHS trusts. Small budget test initially to establish baseline conversion metrics, then scale what works.
What we do.
Starting tomorrow.
I am leading this personally. Each phase builds on the last. The goal is momentum from day one.
Asset Preparation
- Anonymise the flagship case study — 'Consultant Spinal Surgeon, NHS Trust, Private Practice Ltd.' Keep all the numbers, the structure, the 'Wrong Policy vs Right Policy' outcome. Remove identifying details.
- Finalise the Partner Briefing template. A confidential, branded page used to pitch accountancy firms — showing them exactly what Broadbench brings to their clients.
- Set up the referral tracking system. Draft the post-underwriting referral email template with the 'Colleague Risk Audit' link.
Partnership Outreach
- Work through the target list of accountancy firms systematically. Prioritise Hive Accounting, Sandison Easson, and RBP.
- Draft and send initial outreach emails. Confident, direct, no AI-sounding language. The goal is a 15-minute briefing call.
- Conduct briefing calls using the Partner Briefing asset. Demonstrate the value Broadbench brings to their clients.
- Approach Medics' Money about their verified IFA directory listing — this is the highest-leverage single move.
Social Activation & Paid Testing
- Begin publishing 2-3 times per week on LinkedIn and X/Twitter. Focus on specific risks faced by limited company medical practices.
- Engage directly with target prospects (surgeons, medical accountants) on LinkedIn. Build network density.
- Launch a small-budget paid ad test driving traffic to the surgeons landing page. Establish baseline conversion metrics.
- Monitor and iterate. Double down on what gets engagement. Cut what does not.
Scale & Replicate
- Review partnership conversion rates. Deepen relationships with responsive firms. Drop unresponsive ones.
- Formalise the referral flywheel based on initial data. Optimise the post-recommendation sequence.
- Begin scoping the next vertical: lawyers and barristers running private practices through limited companies.
- Build the equivalent landing page and partner briefing for the legal sector.
Taking the
lead on this.
I'll be taking the lead on this and driving it forward day to day. The strategy, the outreach, the content, and the execution. I'll keep you updated throughout and bring you in where it makes sense, but the priority is getting this moving and building momentum quickly.