Australian GP practices lose most new patient enquiries at the booking step, not the awareness step – in unanswered phone calls and abandoned online bookings rather than in a shortage of people trying to find them. This matters commercially because fixing the booking step costs nothing in advertising, which is the relevant consideration when Medicare […]
Australian plastic surgeons can advertise factual information about their qualifications, services, fees and process, but cannot use testimonials about clinical care, unrealistic before-and-after imagery in cosmetic surgery advertising, claims creating an unreasonable expectation of benefit, or anything that trivialises surgical risk. That permitted list turns out to be almost exactly what a referred patient is […]
In summary GP recruitment has become a genuine marketing problem, not just an HR one — doctors are researching clinics online before they ever apply. An employer brand is built continuously through how your clinic presents itself, not assembled quickly when a vacancy appears. Clear communication about billing model, support structure and culture reduces mismatched […]
In summary Time scarcity, not lack of belief in marketing, is the biggest barrier for most surgical practices. A small number of recurring, low-effort tasks — done consistently — outperform occasional bursts of intense activity. Batching content creation into short, scheduled sessions removes the need for daily attention. Delegation to a trusted marketing partner for […]
In short AI tools like ChatGPT, Google’s AI Overview, and Claude are becoming a genuine channel patients use to find a GP. AI visibility depends heavily on directory consistency and structured data, not just traditional SEO ranking factors. A medical centre can rank well on Google and still be invisible to AI tools if its […]
In short AI tools like ChatGPT, Google’s AI Overview, and Claude are becoming a genuine referral and research channel, separate from traditional Google search. AI visibility depends heavily on structured data, citation consistency, and directory accuracy, not just conventional SEO ranking factors. A practice can rank well on Google and still be missed entirely by […]
In short Social media should reinforce the credentials of Plastic Surgeons. AHPRA’s Cosmetic Surgery guidelines prohibit outcome claims, testimonials and any content that could encourage an unreasonable expectation of benefit. Content built around a surgeon’s sub-specialty and clinical reasoning builds more durable referral authority than promotional posts. A documented internal approval process is the most […]
In short Social media for general practice works best as a patient trust and retention tool, not a substitute for a well-run recall and booking system. Facebook remains the most useful platform for most GP clinics, with Instagram a secondary option depending on the patient demographic. Content must stay within AHPRA’s National Law advertising guidelines […]
What “Local SEO” Actually Means for a Specialist Practice It comes down to three things: whether your Google Business Profile accurately reflects your practice and sub-specialties, whether your practice’s name, address and phone number are listed consistently across directories, and whether your website’s content actually matches the specific conditions and procedures patients are searching for. […]
Medical practice marketing in Australia operates under constraints that most generalist marketing agencies never address. Much of what circulates online is poorly suited to Australian practices because it overlooks AHPRA requirements entirely, and that oversight carries real consequences. Run the wrong ad copy and you are not just wasting budget. You are potentially facing a […]