Private equity is changing the nature of practice marketing

Healthcare practices are a hot commodity for private equity in 2020. With each year, private equity deals continue to set records in the healthcare space. As a result, these groups are making a huge impact on practice marketing. 

As one of the fastest-growing investments, private equity groups are now consolidating groups in nearly every specialty. However, the primary focus tends to be with the following: 


• Dermatology 
• Ophthalmology 
• Orthopedic surgery 
• Addiction 
• Autism 
• Long term care 
• Gastroenterology

When we spoke at the McGuireWoods Healthcare Private Equity & Finance conference earlier this year, we heard many speakers note that private equity roll-ups focus their attention on consumer-direct marketing. All in all, I predict that this consumer-direct approach will add immense value to practices positioning themselves for sale—and for those that need to maximize value post-acquisition.