The Truth About Growing a Wellness Clinic in Brisbane
You didn’t open your clinic to spend eight hours a day arguing with a computer or trying to figure out why your latest Facebook post only got three likes from your mum and your cousin. You opened it because you’re great at what you do—whether that’s massage, acupuncture, psychology, or physio—and you wanted to help people while making a good living.
But here’s the cold, hard truth I see every day talking to clinic owners from Chermside to Cleveland: being the best practitioner in town doesn’t mean a thing if your chairs are empty.
Most marketing advice you’ve heard is rubbish. It’s written by people who have never had to pay a commercial lease or manage a front-desk team. They’ll tell you to 'build a brand' or 'engage your community,' but they won’t tell you how to get the phone to ring on a Tuesday morning when your calendar is looking dangerously white.
In this guide, we are going to compare the different ways you can grow your clinic. We’ll look at what works fast, what takes time, and what is a flat-out waste of your hard-earned money.
Option 1: The 'Quick Fix' (Paid Ads)
If you need bookings tomorrow, paid ads (like Google or Facebook) are the only way to go. It’s like turning on a tap. You pay money, Google shows your clinic to people looking for help, and they click to book.
Why it works for Brisbane clinics
When someone in Paddington wakes up with a stiff neck, they don’t go to Instagram to look at pretty pictures. They go to Google and type in 'physio near me' or 'remedial massage Paddington.' If you pay to be at the top, you get the click.The Pros: Results are instant: You can set up an ad today and get a booking this afternoon. You control the tap: If you’re fully booked for three weeks, you can turn the ads off. If a practitioner quits and you have gaps to fill, you turn them up. Highly targeted: You only show ads to people in your specific suburbs.
The Cons: It’s expensive: You are essentially 'renting' your customers. The moment you stop paying, the leads stop. The 'Ad Tax': Google and Facebook raise their prices every year.
Verdict: Essential for new clinics or those with big gaps in the diary. However, if you don't have your systems sorted, you might find that marketing isn't working because you're paying for clicks that don't turn into patients.
Option 2: The 'Long Game' (Google Rankings/SEO)
You’ve probably had a dozen emails this week from 'experts' promising to put you on page one of Google. Most of it is nonsense. But the core idea—making sure your website shows up when people search for your services—is the most valuable asset you can own.
Why Google likes some clinics more than others
Google wants to show its users the best, most relevant local business. If your website works on phones, loads fast, and clearly states what you do and where you are, Google will eventually start showing you for free.The Pros: Free traffic: Once you rank high, you don't pay for every click. Higher trust: People trust the 'natural' results more than the ones that say 'Ad'. Long-term value: It’s like owning your building instead of renting it.
The Cons: It takes ages: You won’t see real results for 3 to 6 months. Upfront cost: You usually have to pay someone to fix your site and write the content first.
Verdict: This is how you build a real business that doesn't rely on Zuckerberg or Google's ad platform to survive. It’s the difference between a struggling practice and an allied health clinic that stays busy year-round.
Option 3: Social Media (The Great Distraction)
I’m going to be blunt: Most wellness clinic owners spend way too much time on Instagram. Unless you are a 'celebrity' therapist with a national following, posting five times a week is probably a waste of your time.
The 'Likes' Trap
Getting 50 likes on a photo of your new clinic plants doesn't pay the rent. People use social media to be entertained, not to find a doctor. While it’s good to have a profile so people know you’re a real human, it shouldn't be your primary way of getting new patients.The Pros: Shows your personality: Great for letting people see who will be treating them. Builds community: Good for keeping in touch with existing clients.
The Cons: Massive time suck: You could spend 5 hours a week on content that results in zero bookings. Low 'intent': People scrolling Instagram aren't usually looking to book an appointment right that second.
Verdict: Use it as a digital business card, but don't expect it to grow your business. If you're spending hours on Canva every week, stop. Your time is better spent elsewhere.
Option 4: Word of Mouth and Reviews (The Engine Room)
In Brisbane, reputation is everything. If you’re a chiro in North Lakes, your best source of new business is the person who told their neighbour how much you helped their back.
But word of mouth has gone digital. It’s now called Google Reviews. If you have a 4.2-star rating and your competitor down the road has a 4.9-star rating with 100 reviews, you are losing money every single day.
How to win the review game
You need a system. You can't just 'hope' people leave reviews. You need to ask them at the right time—usually right after a successful treatment when they are feeling great.The Pros: It’s free: Asking for a review costs nothing. It converts like crazy: People trust reviews as much as a personal recommendation.
The Cons:
- One bad apple: A single angry customer can tank your rating if you don't have enough positive reviews to balance it out. You need to know how to stop negative reviews from ruining your reputation before they happen.
The 'Secret' to 100% Occupancy: The Waitlist
The most successful clinics I work with in Brisbane don't just worry about today’s bookings. They worry about next month’s. The goal isn't just to be busy; it's to have a list of people waiting to see you.
When you have a waitlist, you can: 1. Charge what you’re worth: You don't have to compete on price. 2. Pick your clients: You can focus on the cases you actually enjoy treating. 3. Hire with confidence: You know that when you bring on a new staff member, their book will be full from day one.
Building a profitable waitlist is about more than just being 'good'. It's about staying in front of your past clients so they never forget you exist.
What Should You Do First?
If I were sitting down with a mate who just opened a clinic in Indooroopilly, here is the exact order I’d tell them to do things:
1. Fix your website: Make sure it works on phones and has a giant 'BOOK NOW' button that people can't miss. 2. Claim your Google Business Profile: It's free. Fill out every section and upload 20 photos of your clinic and staff. 3. Get 20 reviews: Ask your best 20 clients to leave a review this week. 4. Turn on Google Ads: Spend $20-$50 a day on very specific keywords (e.g., 'Acupuncture Brisbane CBD'). 5. Build your email list: Every person who walks through your door should be on an email list so you can invite them back for a check-up in 3 months.
Common Mistakes That Cost Brisbane Clinics Thousands
I see these three mistakes over and over again. They are 'profit killers'.
1. The 'Pretty' Website That Doesn't Sell
I’ve seen clinics spend $10,000 on a website that looks like an art gallery but doesn't have a phone number in the top corner. Your website’s only job is to get someone to book an appointment. If it’s confusing, slow, or doesn't work on a phone, it’s a paperweight.2. Competing on Price
There will always be someone cheaper than you. If you try to be the cheapest massage in the Valley, you’ll end up burnt out and broke. Focus on being the 'best' or the 'specialist' for a specific problem. People pay for results, not for discounts.3. Ignoring Past Patients
It is 10 times cheaper to get an old patient to come back than it is to find a brand new one. If you aren't sending a monthly helpful email or a 'we miss you' SMS, you are leaving thousands of dollars on the table every single month.Summary: How to Win
Growing a wellness clinic isn't about magic or 'going viral'. It's about being easy to find (Google), being easy to trust (Reviews), and being easy to book (Website).
If you do those three things better than the clinic three doors down, you will win.
Ready to stop stressing about your calendar? At Local Marketing Group, we help Brisbane wellness clinics fill their books without the fluff. We don't care about 'brand awareness'—we care about how many new bookings you get this month.
Contact Local Marketing Group today and let’s get your phone ringing.