Many practices unknowingly cross a line in their own marketing — not out of bad intent, but because the rules around healthcare advertising are stricter and more specific than most other industries.
In Australia, advertising a regulated health service sits under AHPRA's advertising guidelines and, for anything involving therapeutic goods, the TGA's rules. Among the common pitfalls: using patient testimonials about clinical care, which are restricted; language that could be seen to create unreasonable expectations of benefit; and offers or claims that can't be substantiated. The things that feel like normal marketing in other sectors can be a compliance issue in healthcare.
The reassuring part: most breaches are honest and fixable. A careful read of your website, socials and intake forms with the guidelines beside you will catch the majority.
I'm flagging this as general education, not advice — the rules do change, and the definitive source is AHPRA and the TGA directly. If you're unsure about your own materials, check the current guidance or take professional advice before you publish.
Knowing where these lines sit — and building a simple check into your marketing — is part of what the [Practice Management course] is designed to give you.
Explore the Practice Management course
Start free with the practice compliance checklist and review your own materials this week.
Annie
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