Insights
Writing on what actually works.
Practical notes on clinic marketing, patient acquisition, and the operational stuff most consultants don't talk about. Written from experience running a clinic, not from a course.
The 2026 rulebook
AHPRA & TGA advertising rules for aesthetic clinics
The current, source-backed guide to advertising a clinic legally in Australia. Section 133, the September 2025 non-surgical regime, and the TGA injectable rules, in plain English. Last reviewed June 2026.
On compliance
Can you advertise Botox in Australia?
No, not by name. Botox and most injectables are prescription-only and can't be advertised to the public. What the TGA lets you say instead, and the synonyms that no longer work.
On compliance
AHPRA testimonial and review rules for clinics
The ban is narrower than most clinics think. Only clinical praise is off-limits. Non-clinical reviews are allowed, and the breach is in interacting with clinical praise.
On compliance
Before-and-after photo rules for cosmetic clinics
You can use them, but they have to clear both AHPRA and the TGA. Genuine patients, no editing, lead with the before, and no reference to the prescription substance.
On advertising
Why your clinic's Meta ads broke in 2026
It's not the algorithm. The TGA's 2024 change and AHPRA's September 2025 rules broke the old ad playbook. Here's the compliant funnel that still fills the calendar.
A buyer's guide
How to choose an aesthetic clinic marketing agency in Australia
Most "best agency" lists are written by an agency. The seven questions to ask before you hire anyone, from a clinic owner who was the client that got burnt first.
On diagnosis
5 signs your aesthetic clinic has a demand problem
Most booking problems are demand problems, not clinical problems. Here are the signs, named from the experience of running one.
On structure
Why most aesthetic clinic marketing agencies fail
The problem is structural, not personal. Nobody on the account has run a clinic, and the ongoing fee model removes urgency.
On advertising
Why Meta ads don't work for most aesthetic clinics
Most clinic ads are aimed at the wrong thing. Here's what the system that actually produces bookings looks like.
On compliance
Advertising compliance for aesthetic clinics
Two separate regulatory regimes, TGA and AHPRA, govern what you can say and show. Getting the attribution wrong means getting the plan wrong.