Why general practice marketing is different
Most people choose a GP the same way. They search nearby, check who has availability, look at the website and book. If your clinic isn’t showing in those first few results, or your website makes booking harder than it should be, those patients go next door.
General practice marketing is about being visible locally, making it easy to book and keeping your existing patients coming back. It also means being careful with how you talk about billing, services and outcomes, because the advertising rules apply to every page and post.
Running a more focused clinic? We also have pages for skin cancer clinics and weight management clinics.
Patient journey
How patients choose a GP
Patients rarely compare GPs the way they compare other services.
- Step 01
They need a doctor
Illness, a script, a check-up or a new suburb usually starts the search.
Our partWe make sure your clinic appears when local people search on Google and Maps.
- Step 02
They check the map
Location and parking are checked before anything else, mostly on a phone.
Our partWe keep your Google Business Profile accurate, with hours, services and parking details.
- Step 03
They check availability and billing
Whether they can be seen soon, and what it will cost, carries most of the decision.
Our partWe state billing clearly, including who bulk billing applies to, and keep online booking working.
- Step 04
They choose a doctor
They look at who the doctors are and what they are interested in.
Our partWe build doctor profiles with accurate titles, interests and a welcoming tone.
A clinic that answers those four questions on its website and Google profile wins patients before the phone rings.
What we bring
What we do for GP clinics
Google Business Profile & Local SEO
The map listing is the front door for most GP clinics.
Learn moreClinic Websites & Conversion Optimisation
Fast, accessible booking on every device.
Learn morePatient Email & Recall Marketing
Bring patients back for checks and recalls.
Learn moreAHPRA Compliance Audit
Check billing wording, titles and reviews.
Learn morePriorities
Where we focus first for GP clinics
- 01
Google Business Profile
For most GP clinics the map listing is the front door, so accurate hours, services, booking links and fresh photos matter more than anything else.
- 02
A booking journey that works on a phone
Most patients book from their phone, and a slow or confusing form is where many give up.
- 03
Doctor profiles and service pages
Individual pages for each doctor and key services such as skin checks, women’s health and chronic disease care help patients find the right fit.
- 04
Recall and reminders
Existing patients are your most valuable audience, so simple recall for checks, screenings and vaccinations keeps the diary full.
Paid advertising can help later, but it works best once these basics are solid.
How we start
What the first 90 days look like
- 1Weeks 1 to 2
Audit
We review your Google profile, website, booking path and what nearby clinics are doing.
- 2Weeks 3 to 4
Fix the basics
We correct listings, tidy the website and make booking easy to find.
- 3Weeks 5 to 8
Build visibility
We add doctor and service pages, put a review process in place and start local content.
- 4Weeks 9 to 12
Review and extend
We look at calls, bookings and map visibility, then decide whether ads, recall or content comes next.
After the first quarter we move to a steady monthly cycle of improvements and reporting.
Compliance
Advertising rules every GP clinic should know
The rules that apply
Billing claims, testimonials and outcome promises are where most GP websites slip up. Our audit checks every page and ad against the guidelines and gives you clear fixes.
- The National Law advertising rules
- Advertising can't be false or misleading, use testimonials, create unreasonable expectations of benefit, offer gifts or discounts without clear terms, or encourage unnecessary use of services.
- Billing and fee wording
- Bulk billing and fee statements should say exactly who they apply to, so patients aren't misled.
- Accurate titles
- Profiles should match each doctor's registration. Describing a special interest is fine; implying specialist status in another field is not.
- TGA advertising rules
- Prescription medicines can't be promoted to the public. Promote the consultation or clinic service instead.
- Privacy and consent
- Patient photos, stories and enquiry details are health information. Get written consent before using images, and handle enquiries securely.
Mistakes we often see on GP websites
These are common, and easy to fix. A compliance audit finds these before a patient or regulator does.
Vague billing wording
Claims like bulk billing available, without saying who it applies to, can mislead patients and draw complaints.
Republished patient reviews
Positive comments about clinical care shouldn’t be republished on your own website or social channels.
Doctors described as specialists
A GP is not a specialist unless they hold specialist registration, so profiles need accurate titles.
Stock photos and out-of-date details
Old hours, doctors who have left and generic images cost trust and bookings.
How we help
Most practices start with an audit to find and fix what is already published, then keep new content right with compliant writing and team training.
Compliance audit
We review your website, ads, profiles and social channels, then give you a prioritised list of fixes with replacement wording.
Learn moreAHPRA-compliant content
New pages, posts and ads written within the advertising rules from the first draft.
Learn moreCompliance training
Practical sessions so your team can check their own posts, ads and replies to reviews.
Learn moreTGA advertising compliance
Checks for treatments, medicines, devices and products that fall under the TGA advertising rules.
Learn moreFAQ
FAQs about general practice marketing
Most start with a local search, then compare the clinics that appear in the map pack and on page one. Location, availability, billing information and a clear, easy-to-use website tend to decide it. That’s why we focus on your Google Business Profile, local SEO and the booking journey first.
Yes. Billing information helps patients make decisions and can be advertised, as long as it’s accurate and any conditions are clear. “Bulk billing available” when it only applies to certain patients or appointment types is the kind of claim that leads to complaints, so we always spell out who it applies to.
Google Ads can start bringing enquiries within weeks. Local SEO and Google Business Profile improvements usually take three to six months to show steady growth, depending on how competitive your area is. We’ll set realistic expectations in your audit before you commit to anything.
Yes, where you genuinely offer them. Dedicated service pages help patients find the right clinic and help you grow the services you want. We write them to describe what you do without making outcome claims.
By being easy to find when people move into an area: an accurate map listing, a website that answers practical questions and clear information about new patient enrolment, languages and after-hours options.
Yes. Ads suit practices that have capacity and want to grow particular services or after-hours care. We keep ad copy compliant and send traffic to pages built to convert.
Yes, including multi-site groups. We build location pages and profiles for each clinic and set up reporting so you can compare them.