Online marketing for medical practices: 3 strategies to attract patients

Online marketing for medical practices is essential to grow your patient base. Your specialist practice may offer outstanding patient care, but if people can’t find you online, you’re missing opportunities. 

In this article, we share three ways online marketing for medical practices can help you boost visibility and engage more patients. 

But before diving in, remember it’s important to ensure your marketing complies with Ahpra’s advertising guidelines. This includes ensuring that any third parties who manage your online presence are also in compliance.  

When patients search for a specialist on Google, one of the first things they see is the Google Business Profile. This shows key information like the practice’s location, contact details, website, reviews and opening hours. 

If you haven’t claimed your practice’s profile, Google may have created one using publicly available data, which might be outdated or inaccurate. That’s why it’s important to claim and verify your profile to take control of how your practice appears online. 

A Google Business Profile is a critical element of marketing for medical practices as it helps: 

• Boost visibility: Your profile appears when people search for terms like “allergist Brisbane” or “vascular surgeon near me” 
• Provide key details: It can help your practice look more credible, showing not only your address and phone number but also patient reviews
• Encourage action: Patients can quickly call, get directions or visit your site directly 
• Help your search ranking: Verified, complete and updated listings perform better in searches.

A website is essential, but it’s only effective if people can find it. 

Search engine optimisation (SEO) helps your website appear higher in Google results when people search for specialists in your area. The higher you appear, the more likely someone will click through and book an appointment. 

Along with setting up your Google Business Profile, you can improve your website’s SEO by: 

• Using the right keywords: Include phrases like “private dermatologist Sydney,” “orthopaedic surgeon for knee pain,” or “neurologist Brisbane” naturally across your site
• Optimise for local searches – Make sure your suburb, services and speciality appear across your homepage, about page and service pages
• Create helpful, objective content – Blog posts or pages that explain treatments, symptoms or what to expect at an appointment can build trust and help your site show up in relevant searches 
• Improve your website experience: Ensure your site loads quickly, is easy to navigate and works well on mobile – most people search on their phones
• Use HTTPS – A secure site (with a padlock icon) builds trust and improves rankings.

Pay per click (PPC) advertising is one of the most effective tools in marketing for medical practices – especially for specialists who want to attract new patients quickly or promote specific services. 

PPC ads appear at the top of Google search results, above the organic listings, and you only pay when someone clicks on your ad. 

Here’s how it helps: 

• Highly targeted – You can show your ads only to people searching for your exact specialty, like “urologist Melbourne” or “fertility specialist Brisbane” 
• Budget control – Set your own daily budget. Start small and scale as needed
• Fast results – Unlike SEO, PPC can start driving traffic almost immediately
• Clear insights – Track clicks, bookings and return on investment easily.
  

How does PPC work? 

You choose keywords (e.g. “private ENT specialist”), write a short ad and set how much you’ll pay per click. Google will show your ad based on how relevant it is and how much you’re willing to pay, so a well-written ad and good landing page matter just as much as your budget. 

Here are a few simple tips to help your campaign succeed: 

1. Choose the right keywords

Use phrases people are likely to search when looking for a doctor, like “gastroenterologist Sydney” or “orthopaedic surgeon Brisbane.” Tools like Google’s Keyword Planner can help identify popular search terms in your area. 

2. Target your local area

Use Google Ads’ location targeting to show your ads only to people nearby. This avoids wasting your budget on people too far away to visit your practice. 

3. Make your ad clear and helpful 

Highlight what makes your specialist practice unique, whether it’s minimal wait times, advanced treatments or a patient-first approach. Make sure the text is simple and includes a strong call to action like “Book online now” or “Call us today.” 

4. Send people to a good landing page

Make sure people who click your ad land on a page that’s relevant, easy to navigate and encourages them to take action (like book an appointment).

5. Track and improve 

Use Google Ads insights to see what’s working and adjust your campaign for better results. 

Download our free guide for specialist practices and learn the key elements for long-term success. You’ll discover: 

• What to include in your business plan and your key responsibilities as an employer
• Why systems, policies and procedures are critical for growth 
• How clear staff roles and smooth onboarding boost performance 
• How our digital platform PracticeHub can help simplify daily operations.