The visibility problem
Most medical practices rely on GP referrals and word of mouth. That worked when patients had no choice but to trust their referral. It does not work anymore.
Today, 77% of patients search online before booking a healthcare appointment. When a GP refers a patient to your practice, the patient Googles you. If they find a strong professional presence (a well-built website, published articles, a complete LinkedIn profile), they book with confidence. If they find nothing, or just a sparse directory listing, some will look for alternatives.
This is not about having a negative reputation. It is about having no reputation online at all. And in 2026, no online presence is almost as damaging as a bad one.
What patients search for
Patients do not just search your name. They search for:
- "[Specialty] [suburb]" (e.g., "orthopaedic surgeon Bondi Junction")
- "[Procedure] specialist near me" (e.g., "knee replacement surgeon Sydney")
- "[Condition] treatment [city]" (e.g., "rotator cuff repair Melbourne")
- "Best [specialty] in [city]"
If your practice does not appear for these searches, you are invisible to every patient who does not already have your name.
What we do
We build the digital infrastructure that makes your practice visible to the patients who are already searching for what you offer.
Professional website with SEO
Your website needs to do more than look professional. It needs to rank. We build sites with:
- Procedure and condition pages optimised for the terms patients actually search
- Proper technical SEO (structured data, fast loading, mobile-first)
- Content that demonstrates your expertise without violating AHPRA advertising guidelines
- Your name in the domain for personal brand authority
Content strategy
Patients want to know that their surgeon or specialist understands their condition. Publishing educational content about the procedures you perform and the conditions you treat builds trust before the first appointment. It also creates pages that rank for procedure-specific searches.
We write this content in your voice, based on your expertise. You review and approve everything before it goes live.
Google Business Profile
For practice-based specialists, your Google Business Profile is often the first thing patients see. We optimise it with:
- Complete service listings
- Professional photos
- Regular posts about your areas of expertise
- A strategy for building genuine patient reviews (within AHPRA guidelines)
Professional profiles and directories
We ensure you have a complete, consistent presence across every platform that matters:
- LinkedIn (with regular professional content)
- HealthShare, Whitecoat, HotDoc
- Hospital and practice group directories
- Professional college listings
Referrer visibility
GPs refer to specialists they know and trust. But they also refer to specialists their patients can find online. A strong digital presence reassures referrers that their patients will have a good experience from the first Google search to the waiting room.
AHPRA compliance
Everything we do complies with AHPRA advertising guidelines. No patient testimonials, no claims of superiority, no treatment guarantees, no before-and-after photos (unless specifically permitted for your specialty). We understand the regulatory environment and build within it.
What this looks like in practice
| Month | What happens |
|---|---|
| Month 1 | Website built and launched, profiles created, Google Business Profile optimised, first content published |
| Month 2-3 | Regular content publishing, directory profiles completed, search positions improving |
| Month 3-6 | Practice appearing for procedure and condition searches, patient inquiries increasing |
| Ongoing | Monthly content, monitoring, and optimisation to maintain and build on results |
Who this is for
This service is for specialists and practice owners who:
- Have a strong clinical reputation but a weak online presence
- Rely heavily on referrals and want to diversify their patient acquisition
- Are opening a new practice or relocating
- Want to establish authority in a subspecialty area
- Understand that patients are choosing their doctor online
Get started
We start with a free assessment of your current online presence: what appears when patients search for you and your specialty, where the gaps are, and what it would take to fill them.
Contact: clare@narrativedigital.com.au
Frequently Asked Questions
Is digital marketing for doctors allowed under AHPRA guidelines?
Yes, provided it complies with AHPRA advertising guidelines. This means no patient testimonials, no claims of superiority, no treatment guarantees, and no misleading claims. Educational content, professional profiles, and practice information are all permitted.
How do you get patients to find my practice online?
We optimise your website for the procedure and condition terms patients actually search for, build your Google Business Profile, create educational content, and ensure you are listed on all relevant medical directories. This creates multiple pathways for patients to find you.
Do I need a new website?
Not always. If your existing website has good foundations, we can optimise it. If it is outdated, not mobile-friendly, or missing critical SEO elements, a rebuild may be more cost-effective than patching.
How long before I see results?
Most practices see improved search visibility within 2-3 months and measurable increases in patient inquiries within 3-6 months. Results depend on competition in your specialty and location.
Can you help with Google reviews for my practice?
Yes. We develop an ethical review strategy that encourages genuine patient feedback within AHPRA guidelines. We also help you respond professionally to any negative reviews.