Look, most health marketing is rubbish
I’ve sat in enough clinics across Brisbane to know the drill. You’ve spent years studying. You’re brilliant at what you do—whether that’s physio, podiatry, or psychology. But nobody ever taught you how to actually get people through the door without feeling like a sleazy car salesman.
Most agencies will try to sell you on 'brand awareness' or 'engagement.' Honestly? That doesn’t pay the rent. You need the phone to ring. You need the booking calendar full. And you need patients who actually show up and finish their treatment plans.
This isn't a textbook. This is how you actually grow an allied health practice in the real world. We’re going to talk about what works, what’s a massive waste of money, and how to make sure your website isn't just a digital brochure that nobody looks at.
Stop being the best-kept secret in your suburb
If you’re a physio in Paddington or a chiro in Chermside, you don’t need to reach the whole world. You need to reach the person three blocks away whose back is killing them right now.
Most owners make the mistake of trying to look 'professional' by being boring. Your patients aren't looking for a medical journal; they're looking for help. If your website is full of jargon and stock photos of people touching their necks while smiling, you're losing money.
The 'Phone Call' Test
Here’s a quick reality check. Pull up your website on your phone right now.
Can you find the phone number in three seconds? Is there a big button that says 'Book Now'?
If I have to hunt for your contact page, I’m going elsewhere. Patients are often in pain or stressed when they look for you. Don't make them work for it. If your clinic isn't getting bookings, it’s usually because you’ve made it too hard for people to give you money.
Google: The only place that really matters
Forget TikTok dances. Unless you’re a massage therapist with a massive ego, social media is rarely the primary driver for health bookings.
When people have a problem, they go to Google.
Your Google Business Profile is your storefront
You know that little map that pops up when you search for 'Physio near me'? That is your most valuable piece of digital real estate. It’s free, and most people set it up once and forget it.
If you haven't updated your photos lately, or if you haven't replied to a review in six months, Google thinks you’re closed.
And let’s talk about reviews. One or two bad ones won't kill you, but a wall of silence or ignoring negative feedback will absolutely tank your profit. People trust other patients more than they trust your expensive degree.
What to do today: 1. Take five real photos of your clinic (not stock photos). 2. Upload them to your Google profile. 3. Ask three of your best patients today to leave a review while they’re waiting for their receipt.
Stop burning cash on 'Brand' Ads
If an agency tells you that you need to spend $2,000 a month on 'brand awareness' ads on Facebook, tell them to get lost.
For a local clinic, you want 'Direct Response.' This means: I spend $1, I get $5 back in bookings.
Google Ads are great for this because you’re showing up exactly when someone is searching for help. But be careful. If you bid on broad terms like 'back pain,' you’ll go broke. You want to bid on 'physio Paddington' or 'remedial massage Brisbane CBD.'
Be specific. Be local. Be direct.
The 'Leaky Bucket' Problem
I see this all the time. A clinic spends a fortune on ads, gets 50 new enquiries, and the receptionist misses half the calls or doesn't follow up on emails.
Marketing doesn't end when someone clicks. It ends when they’ve paid for their third appointment.
If you’re struggling to keep the lights on, it might not be a 'new patient' problem. It might be a 'retention' problem. You’ve worked hard to get patients through the door, so don't let them disappear after one visit.
My honest take: It’s 10 times cheaper to get an old patient back in than it is to find a new one. Send a text. Send an email. Remind them that their shoulder probably still needs work.
Your Website: Does it work on a phone?
Most of your patients are looking for you while they're on the bus, sitting at work, or lying in bed in pain. If your website looks like a mess on a phone, they’re gone.
It needs to load fast. It needs to have your address clearly listed. And for the love of everything, it needs an online booking system that doesn't require a 10-page login process.
How much should this cost?
Let’s be real. If you’re doing it yourself, it costs your time. If you hire a pro, expect to pay for the expertise.
A decent local SEO setup might cost you a few grand upfront and then a monthly retainer. Google Ads spend depends on your suburb, but $500–$1,500 a month is a common starting point for a small clinic.
Anything less than that and you're probably just throwing money into the wind. Anything more, and you better be seeing a massive spike in your bank balance.
What should you do first?
If you’re overwhelmed, stop. Do these three things in this order:
1. Fix your Google Business Profile. It’s free and it works. 2. Make your website easy to use on a phone. Big buttons, clear phone number. 3. Ask for reviews. Every single day.
Marketing isn't magic. It’s just making sure that when people in Brisbane need help, they find you first, trust you quickly, and can book you easily.
If you want to stop guessing and start actually filling your diary, come have a chat with us at Local Marketing Group. We don't do fluff, and we don't do jargon. We just help local businesses win.
Ready to sort it out? Let’s talk.