Done-for-you social media management built specifically for Australian doctors. Planned content calendars, AHPRA-reviewed copy, branded visuals, and multi-platform posting. Your practice shows up consistently without putting your registration 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.
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: Instagram, Facebook, LinkedIn, and TikTok where appropriate
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
Comment monitoring and AHPRA-compliant response templates for common questions
Story and reel content on platforms where short-form video earns reach
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.
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, schedule posts, and monitor comments. AHPRA-sensitive responses are handled with pre-approved templates, and anything clinical is routed back to your practice with guidance on how to reply.
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.
This service is part of our Accelerate tier
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-safe 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. LinkedIn often matters more than Instagram for specialists who rely on GP referrals. TikTok is rarely the right fit for most practices. We choose platforms based on your specialty and goals, not because they are trending.
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-safe.
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 with a response template and no medical context
Monitored daily with AHPRA-compliant templates; clinical questions routed to you with guidance
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.
Not as a personal story. AHPRA treats testimonials and identifiable patient stories as high-risk, and even de-identified cases can breach the rules if they read like a success story. What we can do is general, educational content, for example, "what to expect from a hip replacement" or "five common causes of chronic knee pain", written without reference to any specific patient. That is the safe and genuinely useful lane, and it is where we focus most of the content calendar.
For most specialties, the honest answer is no. AHPRA's guidance on before and after images is strict, particularly for cosmetic and surgical procedures, and the rules around consent, context, and realistic expectations are easy to breach by accident. In a small number of cases (certain dermatology or dental contexts) carefully framed clinical images can be appropriate, but we review each one against the current guidelines before anything is posted.
It depends on your specialty. For most specialists who rely on GP referrals, LinkedIn is more valuable than Instagram, it is where referrers read and where professional reputation is built. For GP clinics, allied health, and lifestyle-adjacent specialties, Instagram and Facebook typically do more work. TikTok is rarely the right fit for medical practices, the rare exceptions are usually individual clinicians with a strong educational voice. We will give you an honest recommendation during the audit, not a default answer.
Typical cadence is 2–3 posts per week on your primary platform and 1–2 per week on secondary platforms, plus stories and reels where the platform rewards them. We do not chase volume for its own sake, one well-made educational post a week beats five recycled quotes.
We do. During onboarding we build a set of branded templates, colours, typography, layouts, tuned to your practice. Every post then uses those templates, so your feed looks consistent and unmistakably yours rather than a collage of stock images.
Yes, and they will. We monitor inboxes and comments on your behalf. For general questions we reply using pre-approved AHPRA-compliant templates. For anything clinical, we do not answer, we route the message to your practice with a suggested response and guidance on how to direct the person to a proper consultation.
We follow a clear protocol: do not delete legitimate criticism, never respond defensively, never discuss individual care publicly, and where appropriate reply with a short acknowledgement and an invitation to contact the practice directly. For anything that looks defamatory or targeted, we flag it to you straight away and advise on next steps.
Honest answer: for most medical specialties, social media is brand-building and reach, not direct patient acquisition. It helps referrers and patients recognise your name, trust your practice, and remember you when they need care. The channels that drive direct bookings for most medical practices are Google Search, Google Business Profile, and referrer relationships, which is exactly why Accelerate combines social media with Google and Meta ads, SEO, GBP, and reputation management.
Yes, Meta and Google paid advertising is part of Accelerate, but it is covered in our Google and Meta Ads service rather than bundled into the organic social management work. They are different disciplines with different compliance considerations, and we run them side by side so your organic content and paid campaigns reinforce each other.
Message us through the client portal. New team member, a new service, a public holiday closure, a relevant awareness day, we turn these around quickly and slot them into the calendar without disrupting the planned content. You do not need to write the caption or design the graphic yourself.
Branded, AHPRA-safe social media is part of our Accelerate tier. Pick the path that fits where your practice is right now, and stop worrying about what to post.
Pick the path that matches what you actually need. No pressure, no upselling, just the option that fits.
I need a professional, AHPRA-compliant website live as soon as possible. I don't want to talk to anyone. Just build it.
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: SEO, content, ads, GBP, reputation. I want a team that knows my practice and an ongoing relationship.
Not sure which fits? Just send us a message and we’ll point you in the right direction.