Supporting Doctify’s Australian market entry through digital PR

Doctify is a global healthcare reviews and booking platform operating across multiple international markets.

When it entered Australia, Doctify was stepping into a category where local incumbents already held strong recognition with doctors, patients, and media. Its technology, international credibility, and access to a broad network of medical specialists were strong assets, but its local profile was still emerging.

The brief was to build Doctify’s profile in Australia, establish the brand as a credible source for health media, and create a stronger body of independent coverage around the business and its experts.

Hyde & Seek developed a digital PR strategy built around Doctify’s strongest asset: access to credible medical experts with something useful to say.

Rather than leading with platform messaging while local awareness was still being built, we focused on timely health topics already shaping public conversation. The program combined proactive story development with fast, reactive commentary when relevant issues entered the news cycle.

Each placement had to do more than generate a media hit. The aim was to build local awareness, establish credibility with relevant audiences, and create independent coverage people could find when researching Doctify and its experts.

Over time, that consistency helped shift the media dynamic from cold outreach to repeat engagement and inbound requests.

By August 2026, the program had delivered 57 published placements across health, lifestyle, news, and business media. Campaign tracking recorded an estimated cumulative reach of approximately 194 million to May 2026.

Coverage included ABC Online, Herald Sun, Yahoo Lifestyle, Mamamia, Nine.com.au, and Medical News Today, alongside Sky News, Daily Mail, Body+Soul, Better Homes & Gardens, and the Nine Radio Network. Coverage also built founder visibility, with co-founder and CEO Stephanie Eltz’s bylines running in Australian business media.

The coverage gave Doctify a stronger body of independent Australian media around the brand and its experts, supporting local credibility and giving the team stronger proof points to share with clinicians and partners.

Journalists who once needed an introduction to Doctify began proactively requesting expert commentary, recognising the quality and responsiveness of the spokespeople provided.