Marketing that feels aligned with how you actually practice
Most marketing advice feels wrong to DPC physicians because it is wrong for DPC. It's built for volume-based businesses that need to move product. Your practice is built on something fundamentally different: a relationship that starts before a patient ever books, and deepens over years of genuine care.
Marketing Without the Ick is built on a different premise. It starts with how patients actually build trust, then works backward to create a marketing system that feels as natural as the way you practice medicine.
What you'll learn
- The 8 mechanisms behind why some DPC marketing builds trust and others create friction, including the Ick Response framework
- How to position your practice in a way that attracts the patients you actually want to work with
- A content system built around four pillars that works at 3 posts a week without burning you out
- How to write captions that sound like you, not like a marketer performing a version of you
- How to convert consistent content into a patient pipeline without paying for ads
- How to build a content engine the way Nathalia built one for My DPC Story (746% growth over three years, 72% average email open rate)
- How to think about marketing as a long-term relationship-building system, not a series of campaigns
Who built this
This course was built by Nathalia Hyland, a former dentist with an MSc in Health Communication and postgraduate training in neuromarketing. She works exclusively with Direct Primary Care physicians through AlignedMD's digital products and as Head of Marketing at My DPC Story. The framework isn't borrowed from general marketing. It's built from the inside of a world that operates by different rules.
Who this is for
DPC physicians who are actively building their practice and want a marketing system they can run themselves, or hand off to someone who now understands the framework. Physicians who have tried generic marketing advice and found it either ineffective or uncomfortable. Practices that are growing but want to grow with intention, not just volume.