Why Your Clinic Isn't Booked Out (And No, It’s Not Your Prices)
If you run an allied health practice in Brisbane—whether you’re a physio in Chermside, a psych in Paddington, or an OT in Mount Gravatt—you’ve probably been told a lot of rubbish about marketing.
You’ve likely spent money on things that didn’t result in a single phone call. You’ve probably been told you need to be "viral" on TikTok or spend thousands on a "brand refresh" that just looks pretty but doesn't actually bring people through the door.
At Local Marketing Group, we see this every day. Most marketing advice for health professionals is written by people who have never had to worry about a quiet Tuesday morning or a mounting commercial lease.
Let’s cut the nonsense. Here are the biggest myths about growing an allied health practice and what actually works to get more patients and more profit.
Myth 1: Social Media is the Best Way to Get New Patients
I’m going to be blunt: Unless you are an influencer, social media is rarely the primary driver of new patients for a local clinic.
I’ve seen clinic owners spend hours every week filming Reels or obsessing over their Instagram grid. While you’re doing that, your competitor down the road just snagged three new patients because they showed up on Google when someone searched "physio near me."
Think about how people find health services. If your back goes out or you’re struggling with anxiety, do you jump on Instagram to scroll through hashtags? No. You go to Google, or you ask a friend.
The Reality: Social media is for nurturing people who already know you, or for showing that your clinic is actually open and active. It’s not a tap you can turn on to get immediate bookings. If you have a limited budget, put it into Google first. That’s where the people with immediate pain (and a credit card in hand) are looking.
Myth 2: You Need a "Fancy" Website
Marketing agencies love to sell "award-winning designs." You don't need an award-winning design. You need a website that works on phones and makes it incredibly easy for someone to book an appointment.
I’ve seen beautiful, minimalist websites that cost $10,000 but make it impossible to find the clinic’s phone number or address. That is a waste of money.
In Brisbane, we have a lot of older suburbs with aging populations who need health services. If they can’t read your font or find your "Book Now" button within three seconds, they’re gone.
What actually works: Speed: Your site needs to load fast. If it takes more than a few seconds, people bounce back to the search results. Mobile-friendly: Most of your patients are looking for you while they’re on the bus or sitting in a cafe. If your site looks wonky on an iPhone, you’re losing money. Clear Call to Action: Your phone number and a "Book Online" button should be at the top of every single page.
Myth 3: Referrals are "Free" and Enough to Grow
Many practitioners tell me, "I don't need marketing; I rely on word of mouth."
Word of mouth is great—it’s the best lead you can get. But it’s not a growth strategy because you can't control it. You can't "turn up" word of mouth when you hire a new staff member and need to fill their books quickly.
Also, referrals aren't actually free. They cost you the time you spend networking with GPs or the cost of the coffee you bought the local gym owner. Much like measuring ROI in other medical fields, you need to know exactly where your patients are coming from so you aren't guessing with your bank account.
The Reality: You need a mix. Relying 100% on GP referrals is dangerous. If that GP retires or moves, your pipeline dries up overnight. You need a direct-to-consumer path where patients find you yourself.
Myth 4: SEO is a Scam (or a Magic Pill)
Search Engine Optimisation (SEO) has a bad reputation because a lot of people sell it poorly. You’ve probably received those annoying emails promising to put you on "Page 1 of Google for $99."
Those are scams. Stay away.
However, real SEO—making sure Google understands that you are the most relevant clinic in your suburb—is the single most profitable thing you can do. When someone searches "Podiatrist Indooroopilly," and your clinic shows up in that top map section with 50 five-star reviews, you win.
The Cost & Timeline: Real results usually take 3 to 6 months. It’s not overnight. It’ll cost you more than a few hundred bucks, but once you’re at the top, the "cost per lead" is significantly lower than paying for ads every month.
Three Things You Should Do This Week
If you want more phone calls and bookings, don’t try to do everything at once. Start here:
1. Fix Your Google Business Profile
This is the listing that shows up on Google Maps. It’s free. Search for your business name. Is the address correct? Are the opening hours right? Do you have recent photos of the inside of your clinic? People want to see where they are going. A photo of your friendly reception desk is worth more than a thousand stock photos of smiling models.2. Ask for Reviews
This is the "secret sauce" for Brisbane clinics. If you have 50 reviews and your competitor has 5, you will get the call 9 times out of 10. Make it a part of your discharge process. "Hey, we loved helping you today. Would you mind leaving us a quick review? It really helps a local business like ours."3. Check Your "Booking Friction"
Go to your website on your phone. Try to book an appointment. How many clicks does it take? If I have to fill out a 20-field form just to ask for a callback, I’m going to go to the clinic that lets me book via a simple calendar. Just like looking at segmentation strategies for different patient types, you need to make the journey as easy as possible for the person in pain.Dealing with the "Quiet Periods"
Every clinic in South East Queensland has them. The week after school holidays starts, or the lead-up to Christmas.
You don't have to just sit there and hope the phone rings. If you have a list of past patients (and you should), a simple, professional email or SMS can fill your books in 48 hours.
Don't overcomplicate it. "Hi [Name], it’s been 6 months since your last check-up. We have three spots left this Thursday if you’d like to keep that back pain at bay. Book here: [Link]."
This is why understanding email platform costs is vital; you need a way to reach your existing database without it costing you a fortune in time or software fees.
What’s a Waste of Money?
Yellow Pages (Print or Online): Just don't do it. It’s 2024. Generic Radio Ads: Unless you have five locations across Brisbane and a massive budget, it’s too broad. You’re paying to reach people in Ipswich when your clinic is in Northgate. High-End Video Production: Your phone camera is plenty. People want authenticity, not a cinematic masterpiece.
- Aggressive Discounting: "50% off your first visit" usually attracts "price shoppers" who will never come back at full price. It devalues your clinical expertise.
The Bottom Line
Growing an allied health practice isn't about being a marketing genius. It's about being the easiest clinic to find and the easiest clinic to book with.
Focus on Google, get your reviews up, and make sure your website works on a phone. Do those three things, and you’ll be ahead of 90% of your competitors in Brisbane.
If you’re tired of trying to figure this out yourself and just want your phone to ring more, we can help. At Local Marketing Group, we don't care about "likes" or "engagement"—we care about how many new patients are walking through your clinic doors.
Ready to grow your clinic? Contact Local Marketing Group today and let’s get your books filled.