Look, I get it. You spent years at uni learning how to fix people’s backs, sort out their nutrition, or get their mental health on track. You didn’t sign up to be a part-time marketing manager.
But here’s the reality of running a practice in Brisbane: Being the best physio or psych in town doesn’t mean squat if nobody knows you exist.
I see allied health owners making the same three or four mistakes every single week. They’re burning money on things that don’t work, listening to 'experts' who have never run a real business, and wondering why their books are half-empty while the guy down the road is booked out three weeks in advance.
Let’s sit down and sort out what’s actually going wrong.
1. Your Website is a Brochure, Not a Tool
Most clinic websites I see are rubbish.
They’re full of stock photos of people smiling while touching their knees and long-winded paragraphs about 'multidisciplinary approaches' and 'holistic wellness.'
Honestly? Nobody cares.
When someone lands on your site, they usually have a problem. Their back hurts. Their kid isn’t hitting milestones. They can’t stop feeling anxious. They want to know two things: 1. Can you fix my specific problem? 2. How do I book an appointment?
If they have to click three times to find your phone number or your 'Book Now' button is hidden in a tiny menu, you’re losing money.
We’ve seen it time and again—clinics spend five grand on a pretty website that doesn’t actually work on phones properly or makes it hard to book. That’s a paperweight, not a business asset. You need to focus on filling your clinic by making the path from 'I have a problem' to 'I have an appointment' as short as possible.
2. The 'Post and Pray' Social Media Strategy
I’ll be blunt: Posting a graphic about 'International Stretching Day' on your Facebook page is a waste of your time.
Unless you’re an influencer selling protein powder, social media for a local clinic is about one thing: Trust.
People don’t follow their podiatrist because they want daily foot facts. They follow you so that when their heel starts hurting, they remember you’re the expert.
Stop stressing about 'likes' and 'engagement.' They don’t pay the rent. Focus on showing your face, showing your clinic, and explaining how you help people. If you’re spending three hours a week making Canva graphics that get two likes (one from your mum), stop. Use that time to call back old patients or ask for a referral.
3. Ignoring Your Google Reviews
This is the biggest mistake in the book.
If I’m looking for a new chiro in Paddington, the first thing I do is search 'chiro near me.' If you have 4.2 stars and 10 reviews, and the guy two blocks away has 4.9 stars and 150 reviews, I’m going to him. Every single time.
Most health professionals are terrified of AHPRA and the rules around testimonials. I get it. The rules are strict. But you can still ask for Google reviews as long as you aren’t encouraging clinical testimonials or 'guaranteed results' talk.
Ignoring this is literally costing you money because Google uses those reviews to decide who to show first. If you aren’t actively building a pile of five-star reviews, you’re invisible.
4. You’re Not Tracking Where People Come From
If I asked you right now which of your marketing efforts brought in your last five new patients, could you tell me?
Most owners say 'word of mouth.'
Word of mouth is great, but it’s not a strategy—it’s a byproduct of being good at your job. You can’t turn word of mouth 'up' when you have a slow month.
If you’re running Google Ads, or paying for a local sponsorship, or printing flyers, you need to know if they’re actually turning into phone calls. If you don’t know, you’re just guessing. And guessing is an expensive hobby.
5. The 'All Things to All People' Trap
When you try to market to everyone, you end up talking to no one.
If your website says 'We treat everyone from elite athletes to the elderly,' you sound like a generalist. Generalists are a dime a dozen.
If I’m a runner with a recurring hamstring tear, I don’t want a 'general' physio. I want the 'running injury' guy.
You don’t have to only do one thing, but your marketing should lead with your strengths. Pick the three things you’re best at and talk about those. It’s much easier to get more patients when you clearly solve a specific problem they’re currently complaining about.
How Much Does This Actually Cost?
Let’s talk brass tacks.
If you hire a big fancy agency, they’ll try to put you on a $2,000-a-month retainer plus ad spend. For a small clinic, that’s usually overkill.
You should be looking at a few key areas: - Google Ads: You can see results here in days, not months. Depending on your area, you might spend $20-$50 a day to get the phone ringing. - SEO: This is the long game. It takes 3-6 months to start seeing real movement, but once you’re at the top of Google, the clicks are free. - Your Website: Don’t spend $10k. A solid, fast, high-converting site for a local clinic should be a one-off cost that pays for itself in a few months.
What Should You Do First?
If you’re feeling overwhelmed, do this:
1. Check your website on your phone. Try to find your phone number and booking link. If it takes more than five seconds, fix it today. 2. Look at your Google Business Profile. Do you have recent reviews? Is your address correct? If not, spend 20 minutes updating it. 3. Stop the 'busy work.' If you’re doing marketing stuff that isn’t making the phone ring, just stop. Take a breath and focus on the basics.
Running a practice is hard enough without wasting money on marketing that doesn't work. You need a system that brings in enquiries while you’re actually in the treatment room doing what you’re paid to do.
If you want to have a proper chat about how to get your books full without the usual agency fluff, get in touch with us at Local Marketing Group. We’ll tell you straight what’s working and what’s a waste of your time.