Marketing your physio clinic
The ad rules take away testimonials and outcome claims. What is left is better than what they took. Here is how to use it.
The real problem
The profession added about 2,900 physios in 12 months, with 4,125 registering for the first time. That makes your market more crowded.
What physios get reported for
Clinical care led at 24.8%, then boundary issues at 14.2% and communication at 11.5%. That comes from 218 complaints about 167 physios in 2024/25.
A fair warning
Ahpra handles ad complaints in a separate way. So the Board's figures leave them out. The ad rules still apply to you in full.
What the rules take away
The rules ban testimonials about clinical care and claims that raise false hope. That rules out case studies, before and after shots, recovery stories, homepage reviews and time promises.
The swap
Swap "We get you back to running pain free" for "running assessments include a 20 minute treadmill gait analysis, filmed, and you get the footage".
Why it helps patients
Patients ask if it hurts, if they need a referral, what it costs and how many visits. A recovery story tells a nervous person none of that. Your page can.
The bottom line
The clinics that struggle cut the banned lines and put nothing in their place. Replace each one with a useful fact for your patients.
Tap through for the seven-block page structure, the full copy swap table and the Board's own numbers.