Why plastic surgery marketing is different
Cosmetic surgery is the most tightly regulated corner of health advertising in Australia. Since 2023, dedicated advertising guidelines have applied to cosmetic surgery, and the title surgeon is now restricted to medical practitioners with specialist registration in surgery, obstetrics and gynaecology or ophthalmology. Many of the tactics that once filled consult books are now off limits.
What works is the opposite of hype. Patients considering surgery do weeks of research, and they choose the surgeon who explains procedures, risks, recovery and costs most clearly and honestly. We build websites and content that do exactly that, with accurate practitioner profiles and imagery handled the way the guidelines require.
Patient journey
How patients choose a plastic surgeon
Choosing a surgeon is a major decision, and patients take it seriously.
- Step 01
They start considering surgery
Patients often think about a procedure for months before they enquire.
Our partWe make sure your practice is a calm, accurate source of information from the start.
- Step 02
They research for weeks
They read about procedures, recovery and risks in detail.
Our partWe write balanced procedure pages that meet the cosmetic surgery guidelines.
- Step 03
They compare surgeons
They check qualifications and specialist registration, and often seek more than one opinion.
Our partWe present credentials accurately and keep the tone restrained and professional.
- Step 04
They book a consultation
They want a low-pressure way to ask questions and book a consultation.
Our partWe set up consultation enquiries with clear next steps and no incentives or pressure.
Under the cosmetic surgery guidelines, the most credible marketing is also the most compliant: accurate, restrained and focused on informed decisions.
What we bring
What we do for plastic surgeons
AHPRA Compliance Audit
Check titles, images and claims.
Learn moreAHPRA-Compliant Content & Copywriting
Procedure pages that inform without selling.
Learn moreGP Referral Marketing
Build trust with referring GPs.
Learn moreClinic Websites & Conversion Optimisation
A calm site that presents surgeons accurately.
Learn morePriorities
Where we focus first for plastic surgeons
- 01
Accurate surgeon profiles
Titles, qualifications, memberships and registration details shown correctly, with the title surgeon used only where the practitioner is entitled to it.
- 02
Procedure information pages
Balanced pages that explain what a procedure involves, the risks, recovery and why a consultation matters.
- 03
Referral relationships
Clear pages and communications for GPs who refer patients.
- 04
Reputation and local search
A well-managed Google profile and a review approach that avoids clinical detail.
The guidelines expect patients to have time to consider a decision, so information should support it, not rush it.
How we start
What the first 90 days look like
- 1Weeks 1 to 2
Title and compliance review
We review titles, images, claims, social posts and listings against the current guidelines.
- 2Weeks 3 to 4
Correct and rebuild
We fix anything that does not comply and rebuild surgeon profiles and key pages.
- 3Weeks 5 to 8
Build visibility
We publish procedure information pages and strengthen your local and referrer presence.
- 4Weeks 9 to 12
Review and extend
We review enquiries and referrals and plan the next phase.
We recommend a compliance review before any new marketing starts.
A second opinion
If you’ve been told your marketing is compliant
Many surgeons come to us after working with an agency that said it understood the rules. What we often find are the title “surgeon” used loosely, before-and-after images that don’t match, and influencer content nobody checked. The cosmetic surgery guidelines leave less room than the general rules do, and a compliance audit shows you exactly where you stand.
Aesthetics is the area our founder enjoys most. The rules are tighter, and getting it right takes the kind of detail most agencies skip.
Compliance
Marketing under the cosmetic surgery guidelines
The rules that apply
Testimonials, influencer content, before and after images, practitioner details and social media all have specific requirements. Our audit checks every channel against them.
- 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.
- The surgeon title
- The title surgeon is restricted for medical practitioners, including in combinations such as cosmetic surgeon. Check AHPRA's current guidance.
- Cosmetic surgery guidelines
- Extra rules on imagery, social media, influencers, targeting under-18s, practitioner details and risk information.
- Before-and-after images
- Only under strict conditions: matching lighting, angle and pose, no editing, consent, and no idealised results.
- TGA advertising rules
- Prescription medicines can't be advertised, and naming implants or devices can bring in the TGA rules.
Mistakes we often see on surgeon websites
This is the most tightly regulated area of health advertising. A careful baseline protects both the surgeon and the practice.
Using the title surgeon incorrectly
The title is protected, and only practitioners with the relevant specialist registration, or approved under specific arrangements, can use it.
Before-and-after photos that don't match
Different lighting, poses or editing breach the guidelines, including on social media. Consistency and consent are essential.
Influencers and giveaways
Influencer content is advertising, and incentives or giveaways to encourage cosmetic surgery are not appropriate.
Overstated results
Words like perfect or natural-looking outcomes can create unrealistic expectations.
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 plastic surgeon marketing
Only medical practitioners with specialist registration in surgery, obstetrics and gynaecology or ophthalmology. Specialist plastic surgeons can use the title, but practitioners without specialist surgical registration can’t describe themselves as surgeons, including as cosmetic surgeons. We make sure every profile and page uses titles correctly.
Only with great care. The guidelines require genuine, unedited images taken in consistent conditions, with clear information that results vary, and they rule out images that are sexualised or glamorise surgery. Images of people under 18 can’t be used. We’ll review your gallery and help you decide what’s safe to show.
Influencer and ambassador endorsements are treated as testimonials, so they can’t be used in cosmetic surgery advertising. Content creators can still help with things like practice tours or educational content, as long as nothing endorses outcomes or a practitioner’s skill.
Factually: what it involves, who it may suit, the risks and recovery, and why a consultation matters. We avoid promotional language and result claims.
You can describe them accurately. We avoid implying that they guarantee better results or are safer without evidence.
Yes. The guidelines set expectations for consultations and for giving patients time to consider a decision. We make sure your pages explain your process and don’t rush patients towards booking.
We help you manage your Google profile and respond without discussing treatment. Reviews that describe clinical results shouldn’t be republished on your own channels.