Introduction: Whilst many therapists can make a splint, prescribe exercises and even dive into the treatment of complex hand injuries, there are many other skills to running a succesful hand therapy service that can often be overlooked. Establishing and maintaining a successful private practice can be daunting and requires a lot more than just registering a business name. Marketing in particuar, can be a foreign entity and health professionals can be reluctant entrepreneurs within this field.

Marketing a private practice is a process that requires not only seeking to increase public awareness of your existence, but a process where you must first enhance your own internal awareness. These skills are not taught to us, and there are seldom resources available to assist us to improve our services in such a specialised industry. Promoting a hand therapy service in regional NSW has been challenging, especially considering that traditional marketing strategies available are not always compatible with the professional values of the hand therapy industry.

Method: This paper aims to highlight blocks that exist to marketing a private hand therapy practice in regional NSW, and summarise key components to establishing a successful marketing plan. Local referral agents, including general practitioners and orthopaedic surgeons, were sourced to provide feedback on current marketing strategies used and potential marketing strategies.

Results and discussion: From the data gathered, new and practical approaches were identified to promote the service locally and assisted in the development of a successful marketing plan for hand therapy.