Health and wellness practitioners in Australia face a genuinely difficult social media challenge. You need visibility to attract new patients or clients, but the advertising codes from AHPRA (for registered practitioners) and the TGA (for therapeutic goods) restrict what you can say in ways that most marketing guides don't cover.
This guide walks through what the rules actually require, what content strategies work within those constraints, and how to build a social presence that generates enquiries without generating compliance notices.
The regulatory landscape
AHPRA advertising guidelines
If you're a registered health practitioner. Physio, chiro, dentist, GP, psychologist, osteopath. Your social media posts are "advertising" under the National Law. Key restrictions:
- No testimonials (including patient reviews and before-and-after photos)
- No claims of superiority over other practitioners
- No creating unreasonable expectations of beneficial treatment
- No offering discounts in a way that could be seen as inducement
TGA advertising code
If you sell supplements, skincare, or any product claiming health benefits, the TGA code applies. You cannot claim a product treats, cures, or prevents a disease unless it has TGA approval for that specific indication. "Boosts immunity" and "reduces inflammation" are regulated claims.
Content that works within the rules
- Educational content. Explain conditions, mechanisms, and general advice. "What is plantar fasciitis and what causes it?" is education, not advertising.
- Team introductions. Patients choose practitioners they feel comfortable with. Show your team, your qualifications, your approach.
- Facility tours. Walk through your clinic, show the equipment, explain what happens during a visit. Reduces anxiety for new patients.
- Community involvement. Sponsor a local sports team? Run a workshop? Participate in a health expo? This is shareable content that builds local presence.
- Myth busting. "Three things people get wrong about back pain." Educational, authoritative, and highly shareable.
Automating compliance review
The safest approach is to have every post reviewed before publication. For solo practitioners, Brand and Go's compliance screening can flag posts that contain potential AHPRA or TGA trigger words. Testimonial language, superiority claims, unsubstantiated health claims. Before they go live. It's not a replacement for professional compliance advice, but it catches the obvious issues that practitioners miss when they're posting between patients.
Start with education
If you do nothing else, start a weekly educational post series. One condition, one explanation, one practical takeaway. It's fully compliant, it demonstrates expertise, and it gives potential patients a reason to follow you.