Look, I get it. You didn’t spend years studying herbal medicine or nutrition just to spend your afternoons arguing with Facebook’s ad manager.
You’re in this business because you actually give a toss about people. You want to help your patients get better, not badger them with high-pressure sales tactics that feel like something out of a used car yard in Moorooka.
But here’s the reality: if people don’t know you exist, you can’t help them. And if your clinic isn't making money, you won't be around to help anyone.
I’ve sat down with dozens of naturopaths and health practitioners across Brisbane. From small home clinics in West End to multi-room practices in the Valley. The story is usually the same. They’re terrified of 'marketing' because they think it means becoming a shyster.
It doesn't.
In fact, for a health business, the loudest, flashiest marketing is usually the stuff that fails the hardest. People aren't looking for a circus act when they’re struggling with chronic fatigue or gut issues. They’re looking for someone they can trust.
Let’s talk about how you actually build that trust, get more phone calls, and keep your books full without feeling like a fraud.
The “Influencer” Trap vs. Real Clinical Authority
There are two main ways I see health practitioners try to grow their business.
First, there’s the 'Influencer' approach. You’ve seen it. It’s all polished photos of green smoothies, aesthetic clinic rooms, and constant posting on Instagram. It looks great, but does it actually make money?
Most of the time, no.
I’ve talked to practitioners with 10k followers who can’t fill their Friday afternoon slots. Why? Because followers aren't patients. You’re entertaining people, not solving their problems.
The second approach is what I call 'Clinical Authority'. This is where you stop trying to be famous and start trying to be helpful.
Instead of posting a photo of your lunch, you write about why your patients in Brisbane are suddenly struggling with hay fever this season. You talk about the specific results your clients are seeing. You show people that you understand their pain and you have a plan to fix it.
This is how you get patients naturally without feeling like you’re constantly performing.
Why Most Health Ads Are a Massive Waste of Cash
If you’ve ever boosted a post on Facebook or thrown a few hundred bucks at Google Ads and seen zero bookings, you’re not alone.
Most agencies will tell you that you need more 'brand awareness'. Honestly? That’s rubbish. For a small clinic, brand awareness is a luxury you can’t afford. You need your phone to ring.
The mistake most people make is trying to sell the 'consultation'. Nobody wakes up and thinks, "Gee, I’d love to pay $180 to talk to a stranger about my bloating today."
They want the result.
They want to be able to eat dinner without feeling like they’ve swallowed a brick. They want to wake up with enough energy to take the dog for a walk.
If your ads are just a picture of your face and a list of your degrees, you’re burning money. Your marketing needs to focus on the problem you solve.
The Ethics of 'Selling' Health
This is where it gets tricky. In Australia, we have strict rules. You can’t make wild claims. You can’t promise cures. And frankly, you shouldn't want to.
Ethical marketing is about education. It’s about saying, "Here is what the research says, here is how I work, and here is how we can find out if this is right for you."
I always tell my clients: don’t try to close the sale on the first click. Health is a high-trust purchase. Someone might see your name three, four, or five times before they feel comfortable enough to book.
If you try to rush that process with 'Limited Time Offer!' or 'Book Now or Lose Out!' vibes, you’ll actually drive the best patients away. The people who value their health want a professional, not a bargain hunter’s special.
Your Website: A Digital Front Door or a Brick Wall?
I’ve seen some shocker websites in the health space. Sites that look like they were built in 2004, sites that don't work on phones, and sites where it’s impossible to find the 'Book Now' button.
If your website is clunky, people assume your clinic is clunky. It might not be fair, but it’s the truth.
First, your website works on phones. Period. If I’m sitting on the bus in Paddington and I can’t easily read your services on my iPhone, I’m gone. I’ve moved on to the next person on Google.
Second, make it easy for people to take the next step. Don’t make them fill out a 20-field contact form just to ask a question. Give them a clear button to book an initial chat or a full consult.
If your clinic isn't getting bookings, the first place I’d look is your website. Is it easy to use? Does it load fast? Does it actually tell me what you do?
The Power of Local Search (Google Maps is King)
For a naturopath, Google Maps is your best friend.
When someone in Brisbane searches for "naturopath near me," you need to show up in those top three spots. If you’re on page two, you basically don't exist.
How do you get there? It’s not magic. Google likes this: 1. A complete profile. 2. Actual photos of your clinic (not stock photos of pebbles and bamboo). 3. Reviews from real people.
I can’t stress the review part enough. People trust what other patients say more than what you say about yourself. But you have to be careful here—AHPRA rules on testimonials are no joke. You have to make sure you aren't using reviews that make clinical claims you can't back up.
But even with those rules, having a 4.9-star rating with 50 reviews will beat a 5-star rating with 2 reviews every single day of the week.
Content That Actually Turns Into Customers
Stop writing for other naturopaths.
I see this all the time. Practitioners writing long, academic blog posts about the biochemical pathways of molybdenum. Your patients don't care.
They care that their skin is breaking out and they don't know why.
Write like you’re talking to a mate at the pub. Explain things simply. Use analogies.
"Think of your gut like a garden..." is a cliché for a reason—it works. It helps people understand a complex topic without needing a degree.
When you create content that makes someone say, "Wow, they really get what I’m going through," you’ve won. That person is going to book with you, not the person with the fanciest degrees who talks in jargon.
The Long Game vs. The Quick Fix
Marketing isn’t a tap you turn on and suddenly you’re overwhelmed with patients. Well, it can be if you spend $10k a month on ads, but for most small clinics, that’s a great way to go broke.
It’s about building a system.
- A website that converts visitors into customers. - A Google profile that brings in local enquiries. - Content that builds trust over time. - An email list that keeps you top of mind.
If you do these things consistently, you’ll find that you don't have to 'hustle' for every single patient. They’ll start coming to you.
My Honest Take on Social Media
If you enjoy Instagram, do it. If you hate it, don't.
There, I said it.
I know every 'marketing guru' says you need to be on TikTok and Reels and whatever else is new this week. But if you’re doing it because you feel like you have to, it’ll show. It’ll be forced, boring, and a waste of your time.
I’d much rather see a practitioner spend two hours a month writing one really good, helpful article for their website than two hours a week making mediocre Reels that no one watches.
Focus on where your patients actually are. For most health businesses, they’re on Google searching for a solution to a problem. Be the solution.
What Should You Do First?
If you’re feeling overwhelmed, start here:
1. Fix your Google Business Profile. Get some fresh photos, update your hours, and ask a few regular patients for a review. 2. Check your website on your phone. Try to book an appointment. If it takes more than 30 seconds or three clicks, it’s too hard. 3. Stop the jargon. Go through your website and replace the 'science-y' talk with plain English.
Growing a clinic doesn't have to be a nightmare. It’s just about being the most helpful person in your niche.
If you want to chat about how to get more people through your doors without the headache, give us a shout at Local Marketing Group. We’ve helped plenty of Brisbane clinics sort this stuff out.
No jargon, no fluff, just more bookings.
Ready to get more enquiries? Let’s have a yarn.