Small business owners are the real champions.
They take the risks. They work the long hours. They back themselves when no one else will, create local jobs, wear ten hats at once, and keep pushing forward even when it feels overwhelming. Practice owners are no different.
And too often, they are sold complicated strategies, expensive retainers, and generic advice that does not fit where they actually are.
That never sat right with us. So we built something more honest.
Two marketers who got tired of watching good owners get sold the wrong thing.
We are Toby and Sally Davis, co-founders of The Trusted Practice. We handle the strategy and the work together.
Between us we bring more than 50 years of combined experience across strategy, digital marketing, content, campaigns, websites, advertising, partnerships and communications, much of it in the healthcare and purpose-led sectors that sit right next door to allied health.
We are not interested in overcomplicating things.
We have spent decades watching practice and small-business owners try to navigate marketing while running everything else. We built The Trusted Practice to give them the opposite of what they are usually sold: real support, clear direction, and marketing that actually makes sense for the stage their practice is in.
We also keep The Trusted Practice deliberately small and senior. When you work with us, you work directly with the two people doing the thinking, not an account manager passing you to a junior. We care about the people behind the businesses, the owners lying awake about cash flow, pouring everything into building something that lasts. Those are the people we built this for.
Co-founder · Strategy & brand
Toby has spent more than 25 years in senior brand and marketing roles across the UK and Australia, much of it in healthcare, education and purpose-led organisations. He has led multi-channel strategy and teams, and works hands-on across the full stack a modern practice needs: positioning, SEO, local search, email and CRM, content, websites and analytics. His focus at The Trusted Practice is the strategic direction, the thinking that decides where a practice should be heading and why.
Co-founder · Engagement & delivery
Sally brings more than 15 years across the non-profit, education and health sectors in Australia and the UK, specialising in communications, partnerships, stakeholder engagement and getting things delivered. She is the one who makes strategy land in the real world: campaigns that run, relationships that hold, and the steady, practical follow-through that turns a plan into results. Her focus at The Trusted Practice is engagement and delivery.