Done-for-you social media management built specifically for Australian doctors, and for the hospital departments and public health services held to a stricter standard again. Planned content calendars, AHPRA-compliant copy, branded visuals, and multi-platform posting, without putting your registration or your department’s name at risk.
Brisbane Cardiology · Specialist Clinic
Heart health, plain English. Brisbane CBD.
Bookings via website. General info only, not medical advice.
sydneycardiology.com.au
Social media for medical practices sits in an awkward gap: too specialised for generalist agencies, too risky for DIY. If any of these sound familiar, you are not alone.
Your last post is from eight months ago, it's a slightly awkward clinic photo, and every time you think about the account you feel a small wave of guilt. Meanwhile the practice down the road is posting twice a week.
Stock images, comparative claims, a paraphrased patient story, the kind of content a generalist agency thinks is harmless and the kind AHPRA treats as a notification waiting to happen. You had to quietly take it all down.
Between clinic, admin, and a family, there is no spare hour to plan a content calendar, write captions, design visuals, and schedule posts. Every tool that promises to make it easier still needs you to do the thinking.
Should a vascular surgeon be on TikTok? Does a GP clinic need LinkedIn? Is Instagram still worth it? Most advice online is written for e-commerce brands, not medical practices, and the answer is genuinely different for each specialty.
Strategy, content, visuals, scheduling, moderation, and reporting: handled end to end by people who only work with Australian doctors. The strategy is built around your specialty and what the practice is trying to grow, so the package is put together for you rather than pulled off a shelf. What is in it differs from practice to practice.
A content plan set from your business goals and your specialty, not a house template. For most practices that lands somewhere around 4–8 posts a month
Monthly content calendar, planned in advance, not scrambled together the night before
AHPRA-compliant post copy written by people who actually read the guidelines
Multi-platform management led by the channel that actually matters for you, with cross-posting to the others included
Branded visual templates designed for your practice: consistent look, not generic clinic stock photos
Patient education content (general, not personalised) that is safe under AHPRA and genuinely useful
Doctor and team spotlights written in a way that builds trust without crossing AHPRA lines
Monthly engagement, reach, and follower reports, no vanity metrics dressed up as results
Hashtag and audience strategy tuned to your specialty and suburb
Pre-approved, AHPRA-compliant reply templates your team can use for the questions patients ask most
Static creative: carousels, diagrams, multi-asset posts and long-form articles. Photography and video production are quoted separately, and where you supply finished video we write, caption and publish it
Coordination with your practice for timely posts: awareness days, new services, new team members
Direct line to your content lead through the client portal. No ticket queues
Seen enough? Let’s talk about your practice.
They share a name and almost nothing else. A practice is talking to patients and to the GPs who refer to it. A department is publishing to the public on behalf of an institution, where one careless line is a problem for everyone whose name is on the page. Different audience, different content pillars, different writing, and a different amount of review behind each post. That is why the two are quoted separately rather than sold at one rate.
Service introductions, procedure explainers, what to expect at a first appointment, how referrals and access work. Written for two readers at once: a patient deciding whether to book, and a GP deciding whether to send them. Warm and plain-language, and kept inside the AHPRA advertising rules while it does that.
Practitioner introductions, new team members, qualifications and areas of interest, the occasional personal update. For most practices this is the content that does the work, because patients and referrers both choose a person before they choose a clinic.
Departmental announcements, research and publications, fellowship and appointment news, conference and teaching activity, awareness days, recruitment. This is still promotion. It is simply the kind a public unit can do: showing the service’s work, its capability and its people to referrers, peers and the public, rather than advertising to patients. The register is professional and institutional, and a practice-style call to action reads wrong on a department page.
A department post carries an organisation’s name, not one clinician’s. Every draft is screened for patient-identifying detail and compliance, then goes through a formal approval cycle with the team before it is scheduled, and that approval is recorded. The review and audit load, not the post count, is the main reason department engagements are priced above the practice rate.
No endless onboarding. No agency kickoff calls that lead nowhere. A clear audit, a clear plan, then consistent monthly delivery.
We look at what's live across every platform you're on, what's working, what's quietly breaching AHPRA, and where your competitors are winning attention. You get a short written audit before we touch anything.
We agree on platforms, posting frequency, content themes, visual style, and tone. Then we build a rolling monthly content calendar mapped to your services, your referrers, and relevant awareness days.
We create visuals, write captions, and schedule posts. Replying to comments and direct messages stays with your practice: you know the patient, and we should not sit between a patient and clinical advice. We give you pre-approved, AHPRA-compliant templates for the questions that come up most, so whoever answers can do it quickly and safely.
Every month we send a clear report covering reach, engagement, follower growth, top posts, and what we learned, then adjust the calendar for the next month. No dashboards you have to log into and interpret yourself.
Growth + Social is $700/mo, inc. GST, for any practice size.
Most social media agencies have never read the AHPRA advertising guidelines. We work exclusively with Australian doctors, so every post is written and reviewed against those rules by default, no comparative claims, no testimonials presented as endorsements, no personalised patient stories dressed up as education.
We build branded templates (colours, typography, iconography) so every post looks like it came from your practice, not from a stock library. No generic smiling-doctor photos, no off-the-shelf templates every other clinic is also using.
Our content focus is general patient education, how a condition works, what to expect from a procedure in general terms, when to see a doctor. This is the AHPRA-compliant lane, and it also happens to be the content that builds long-term trust with both patients and referrers.
We will tell you when a platform is not worth your time. For specialists who rely on GP referrals, LinkedIn often does more than Instagram; for other practices it is the other way round entirely. We work that out with you rather than applying a house default. We do not do TikTok. It is the wrong room for almost every medical practice, and we would rather say so than sell you a presence there.
Your content is created, reviewed, and scheduled in Australia by people who understand the local healthcare context, Medicare, referrer networks, state-level awareness campaigns, and the way Australian patients actually search and scroll.
Three real options for running social media as a medical practice. Here is what each one actually looks like in practice.
You read the guidelines once, maybe
Almost never, treats clinics like any other small business
Every post reviewed against AHPRA advertising rules before it goes live
Sometimes, usually with good intent and bad compliance
Yes, and presents them as success stories, a breach in most cases
Never personalised. Education only, general and AHPRA-compliant.
Inconsistent, whatever you could pull together between patients
Polished but generic, the same stock-photo style every clinic has
Custom branded templates built for your practice
Bursts of activity, then months of silence
Consistent but often recycled across unrelated clients
Planned monthly calendar, scheduled and delivered on time
Whichever platform you feel guilty about today
All of them, regardless of fit, more platforms means more billable hours
Only the platforms that actually matter for your specialty and referrers
You, at 10pm, hoping nothing clinical was asked
Junior staff answering patients with no medical context
Your team answers, using AHPRA-compliant templates we prepare, with clear rules on when to move it to a consultation
3–6 hours a week on planning, creating, scheduling, and replying
Endless approval loops and email chains before anything ships
A short monthly review call and occasional input on timely posts
"Free" plus hours of clinical time you will not get back
$1.5K–$4K/month with setup fees and per-platform add-ons
Included in Accelerate as part of a full marketing partnership
You are a doctor, not a content strategist
Real estate one week, dentists the next, you the week after
Australian medical practices only
The honest summary: DIY ends in long silences and the occasional compliance scare. Generalist agencies deliver volume but treat your practice like any other small business. We run social media the way a medical-only team should, carefully, consistently, and with AHPRA top of mind.
Social media runs as its own programme: starting from $700/mo inc. GST for a private practice (or start lighter at $100/post, $400/mo minimum for content only). It is also scoped into Accelerate alongside search, ads and referral work. Hospital departments and health services are quoted on a call, not sold at the practice rate. Pick the path that fits where your practice is right now.
I need a professional, AHPRA-compliant website. I don't want to talk to anyone.
I want everything in Launch, plus a team actively growing my online presence: SEO, Google Business Profile, content, and a real strategy.
I want done-for-you marketing at scale, built around what my practice actually needs: SEO, content, ads, GBP, GP warming, reputation. I want a team that knows my practice and an ongoing relationship.
Only need one thing, not a full plan?
SEO, Google Business Profile, ads, and more, sold on their own.
Not sure which fits? Just send us a message and we’ll point you in the right direction.