About Bojan Zimmermann

Patients decide who to trust long before they book. I'm a copywriter and marketing strategist for biological and holistic dental practices, and I write the pieces that make that decision go your way — positioning articles that read like ordinary patient education, with no offers, no claims, and no pressure.
Most people writing for dental practices are article writers. Their goal is content —inform the reader, fill the calendar, keep something appearing.

A positioning article does both jobs at once. The education is real: it answers a question the patient genuinely has. But it's built so that answering it establishes who the practitioner is and why they're worth trusting. That's the difference, and it's the whole of my work.
I came to writing through marketing strategy rather than journalism, and I still work as a strategist first. Twenty years as a marketing copywriter, six of them specialising in biological dentistry. Hand-selected clients, from a home office in Slovenia.

Two careers before this one
I trained as an environmental health engineer and spent 12 years working for the German government on projects in Brazil, Chile and Argentina — public health at the scale of water systems and sanitation, where the health outcome is downstream of the system that produced it. That way of thinking never left me.
Australia was the second chapter. I qualified as a naturopath, opened my first clinic soon after, and started a supplement company alongside it.

What that clinic cost me
That first clinic became the subject of an ACCC and TGA matter over advertising claims. Three years as a respondent. Four lawyers. Hundreds of hours reading legislation I never wanted to understand. A five-figure fine, and a business we closed rather than fight to bankruptcy. Afterwards, I paid for training with a lawyer who specialises in medical advertising.

I lost. That's the part worth telling you, because losing taught me more than winning would have. I learned exactly where the lines sit, how easily good intentions cross them, and how little it matters that you meant well and how many patients you helped. I learned that the language which converts best is often the language you aren't allowed to use. And I learned there's a way to grow a holistic practice without going near any of it.

Then I built again
I co-founded Beyond Good Health Clinics with a medical doctor and grew it to a multiple 7-figure annual turnover before selling my share.
When I looked at what I'd actually spent my time on as CEO, the answer was marketing. Not because I'd trained for it, but because in a health business it's the part nobody else can do for you: explaining what you do to people who don't yet know they need it, under rules that limit what you're allowed to say.
As an in-house marketer, I have been writing all along—also for my former partner, a medical doctor, in her voice—around 150 articles before I ever met a dentist.
So I stopped running clinics and started doing that full time.

Why holistic dentistry
I didn't set out to specialise in it. I'd been working with holistic clinics and practitioners in general, after years of training with copywriters and marketers in the US and Canada.
Then I became a patient of a biological dentist. His website was poor — and I offered to help. I had a head full of strategies I was confident would work. They did.
What I didn't expect was how much there was to learn. Biological dentistry has its own philosophy, protocols, and ways patients misunderstand it. Six years and more than a hundred campaigns later, I understand it well enough to write in a practitioner's voice without being corrected — which is a skill I'd already spent more than a decade building, writing in a medical doctor's voice.

I couldn't have reached that by reading about the field. I had to stay in it. So I stopped spreading myself across holistic health and went deep in one field. Education-based marketing works best where the decision is significant, the philosophy is real, and the patient wants to understand before committing. That's biological dentistry more than anywhere else I've worked.

What this means for you
I don't need to be taught your subject. Most marketing costs a practitioner time before it saves any — briefing, correcting, explaining why the draft is subtly wrong. I've already served that apprenticeship.

I'm not a dentist. But I spent fifteen years in integrative health: as a naturopath and running a multi-modal clinic with medical doctors and a team of holistic practitioners. I know how conventional and whole-body medicine meet in practice, and where they rub. Add twenty years explaining health work to the people who need to understand it, six of them in biological dentistry, and you rarely need to explain the why to me — only the specifics of your practice.

What I'm not
I'm not a lawyer, and I don't give legal advice. I'm not an agency. I'm not the cheapest option, and I carefully select the clients I want to work with. If you want a campaign for the quarter, I'm the wrong person, and I'll say so on the first call.