Regulated health practices, and the businesses around them
We work with Australian health practices whose advertising is regulated, and with the businesses that serve them. That’s narrower than a general agency and broader than a single speciality. This page explains where the line sits, including where our own experience runs out.
Who this covers
Practices whose advertising falls under the rules for a regulated health service, and the businesses around them.
- Aesthetic and beauty clinics — injectables, energy-based devices, skin. This is where our own experience is deepest.
- Dental practices
- Other AHPRA-regulated practices whose customers research and compare before they book
- Practitioners whose patients travel to see them specifically
- Businesses that serve those practices and want to be found by them
What matters is that the advertising rules for a regulated health service shape what you’re allowed to say, and that your customers research before they choose. If neither is true of you, a general agency will serve you better, and we’ll say so.
Why regulated health changes the work
Two things are true of these practices that aren’t true of most service businesses, and together they change what a search strategy can be.
- It’s regulated. Where a registered health practitioner is involved, the advertising rules for a regulated health service apply — which takes testimonials, before-and-after photos and outcome claims off the table.
- It’s high-consideration. Customers research for weeks, compare practitioners and ask questions before they book. That’s exactly the behaviour AI assistants have moved into.
- The constraint travels. The rules that remove testimonials from an aesthetic clinic’s toolkit remove them from a dental practice’s too. The method is the same across regulated health, which is why we’re not limited to one speciality.
A general playbook fails on the first and misses the opportunity in the second.
Regulated and non-regulated aren’t the same job
Not every business in the sector is AHPRA-regulated, and we don’t apply the constraint where it doesn’t belong.
Where you’re a regulated practice, we don’t request, incentivise or manage customer reviews, and we build map visibility from the parts of a business profile that aren’t affected. Where you’re not, that restriction doesn’t apply, and we’ll tell you so rather than sell you a limitation you don’t have.
The Australian Consumer Law applies to everyone either way.
Where our experience runs deepest, and where it runs out
Our managing director spent twenty-two years in aesthetic medicine on the industry side — sales and marketing leadership across Australia, New Zealand and Japan with energy-based device companies and injectables companies.
In aesthetics, that means we don’t have to be taught what a treatment involves, why a practitioner chose one device over another, or what a consultation actually sounds like. That’s the difference between copy written by someone in the field and copy written about it — and both a reader and an assistant can tell.
Outside aesthetics, that particular advantage doesn’t apply. What carries across is the method: measuring the three angles separately, and building authority from what a regulated practice is allowed to show. If your field has conventions we haven’t worked in, we’ll say so and lean harder on your practitioners to get the clinical substance right.
Common questions
- Do you work with dental or skin cancer clinics?
- Yes. The advertising rules that shape our work apply across regulated health services, so the method is the same whichever of them you’re in. Our own sector experience is deepest in aesthetics, and we’ll tell you plainly where it carries over to your field and where it doesn’t.
- We’re a device or product supplier, not a clinic. Can you help?
- Possibly. What matters is whether the people you sell to are regulated practices, or whether your own advertising falls under the same rules. We’d work that out in the first conversation.
- Do you work with clinics outside Australia?
- Our work is built around the Australian advertising rules and how Australians search. We’ve measured Japanese clinics, but the current service is for Australia.
- Will you work with our competitor?
- We keep the client list short, and the managing director is on every engagement. If there’s a conflict in your area, we’ll tell you before you commit.
Where to start
The review measures where you stand against other businesses in your area.