ABOUT ME
I’m Justine Coupland. I help medical businesses stay compliant, run efficiently, and protect their reputation. With a background as an experienced Registered Nurse in the cosmetic industry, a seasoned Practice Manager, and a Bachelor’s degree majoring in Psychology, I understand the operational, regulatory, and human sides of healthcare.
I’ve been in the middle of high-risk patient cases, compliance nightmares, and PR disasters - fixing problems before they spiral. I’ve worked behind the scenes in businesses that looked flawless on the outside but were falling apart operationally. I’ve stepped in when doctors were about to be sued, when practices were bleeding money, and when patient complaints could have destroyed careers.
Alongside my clinical and management expertise, I hold certifications in dermoscopy and a Diploma of Beauty Therapy, giving me a unique perspective on both the medical and aesthetic industries. I’ve also helped build multiple successful businesses and continue to help others optimise, scale, and future-proof their operations.
“This isn’t about making things look good. It’s about making sure they actually work.”
WHAT I DO BEST
High-Stakes Patient Advocacy & Negotiation
When patient complaints escalate, legal threats loom, or complex cases need a strategic approach, I step in. I fight for fair resolutions that protect both the practitioner and the patient.
Social Media & Digital Strategy
I know how branding, content, and patient engagement impact business success. But I also know that an aesthetic Instagram feed alone won’t save your business.
Strategic Growth & Leadership
I’ve built, scaled, and optimised businesses from the ground up. Whether it’s launching, expanding, or leading through change - I make it work.
Compliance & Risk Mitigation
I keep businesses out of legal and ethical messes. I navigate Ahpra regulations, privacy laws, accreditation, and all the red tape that catches people off guard.
Business Optimisation & Automation
I fix broken systems, streamline workflows, and implement automation so businesses can scale without burning out. Efficiency isn't optional - it's essential.
Reputation Management & Crisis Response
I’ve handled media training, PR disasters, and patient complaints before they could destroy a business. If there’s a risk, I see it before it happens.
WHY IT MATTERS
In healthcare, mistakes don’t just cost money, they cost reputations, careers, and patient safety.
I help medical professionals stay compliant, operate smarter, and avoid costly risks. Whether you’re launching, growing, or fixing a mess, I bring real, practical strategies that actually work.
If you just want…
If all you want is some pretty marketing material, a couple of newsletters here and there, a Squarespace website, or an Instagram feed with a perfectly curated aesthetic, I can do that - it’s easy.
But if you want real change….
But if you want real change, systems that actually work, risks managed, and a business that runs smoothly and sustainably, let’s do that too. Because a business isn’t built on just pretty pictures and polished branding - it needs the right structures, strategy, and systems to actually succeed.
“ Let’s build a business that’s efficient, scalable, and client-first.”