If you’re a GP or running a medical practice that you want to scale through digital marketing or social media marketing, you’ve probably asked yourself:

“What should I post on social media without getting into trouble with AHPRA or other regulators?”

As one, it’s a valid concern to know how to post on social media without breaching guidelines. We all know that social media is one of the fastest ways to connect with your community, but it also comes with strict compliance rules for healthcare providers.

Here’s the thing: 82% of Australians are active on social media, and 7 in 10 use it to research local businesses, including medical practices. Because booking can now be done on mobile, it’s even more simple for patients to look for information, reassurance, and a sense of connection with their local GP.

So, how do you stay present online while making sure you don’t violate advertising guidelines? Let’s break down what works.

Why Medical Practices Need Social Media

Many GPs ask: “Do we really need social media if we already rely on referrals and regular patients?”

The short answer: yes. Here’s why.

• Visibility in a crowded space: With dozens of practices often operating in the same area, social media for medical practices keeps you visible and accessible from the crowd.
• Patient education: Unfortunately, relying solely on Google may still lead you to misinformation. Instead of that, let your clinic be the first to provide accurate, trusted information.
• Trust building: People don’t just choose a doctor; they choose someone they feel comfortable with. Sharing your values and approach builds easily on social media platforms can actually improve patient loyalty.
• Engagement and retention: Since more people are now online, a timely reminder about flu vaccines or preventive health checks often nudges patients to book their next appointment with their doctors.

Think of medical social media not as “marketing,” because that is the old way of how to treat social media. Today, social media is seen as an avenue to build community health communication for GPs and medical practitioners like you!

You are not there to sell, but you’re informing, guiding, and staying relevant in people’s daily lives.

However, not everything you can think of can be posted to your clinic’s official social media pages. With AHPRA guidelines and TGA regulations imposed for all regulated health practitioners, it’s also important to know what topics are you allowed to post on your platforms to connect with your growing community.

A Quick Note on AHPRA Guidelines and TGA Regulations

Before we dive into content ideas, let’s quickly touch on the rules you need to know.

Medical advertising in Australia is regulated by AHPRA (Australian Health Practitioner Regulation Agency) and the TGA (Therapeutic Goods Administration). These bodies set the standards for what you can and cannot say when promoting healthcare services.

Here are the key points to keep in mind when posting on social media:

• No testimonials: AHPRA strictly prohibits using patient reviews or success stories, even if a patient gives permission.
• Avoid misleading claims: You cannot make promises about outcomes (“We’ll cure your back pain”) or exaggerate effectiveness. Instead, stick to factual, balanced language.
• No time-limited promotions: Urgency tactics like “50% off this week only” for medical services aren’t allowed, as they pressure patients into quick decisions.
• Be clear and accurate: All information should be honest, evidence-based, and presented in a way the public can understand.
• Product mentions: If you’re posting about medicines, devices, or supplements, the TGA requires compliance with their advertising code. For example, you can describe what the product is, but not guarantee how it will work for every patient.

In summary: If your post could be interpreted as promotional, exaggerated, or pressuring, it’s probably non-compliant. While we understand that you want your practice to grow, your role in social media marketing is providing information and encouraging people to seek professional care when needed.

What You Can Post: A Compliance-Friendly Guide

The good news is there is still plenty of content you can safely post on your social media pages. You just need to keep it factual, general, and respectful. Let’s go through the best options.

1. Health Awareness Campaigns

Patients appreciate reminders about national and global health campaigns, like:

• World Heart Day (29 September)
• Diabetes Awareness Week
• Breast Cancer Awareness Month
• Mental Health Week

Why this works:

• Shows your clinic cares about the bigger picture.
• Encourages preventive healthcare.
• Connects your practice to trusted organisations (link to Health Direct Australia for credibility).

However, remember to only share general information, and not guarantees or personal patient experiences.

2. General Health Tips

These are easy to create and always appreciated. Patients want practical, everyday advice they can use.

Some ideas:

• Seasonal reminders: “Drink plenty of water during summer heatwaves.”
• Lifestyle prompts: “Set a reminder to stand and stretch during workdays.”
• Preventive care: “Why regular skin checks matter in Australia’s sun.”

Why this works:

• Positions your practice as helpful and approachable.
• Keeps your audience engaged year-round.
• Offers value without overstepping into personal treatment advice.

3. Behind-the-Scenes at Your Clinic

Humanising your practice also builds trust in your existing and potential patients. Patients often want to know who they will see before they walk in the door.

Examples of what to share:

• Team introductions: “Meet Dr. Smith, who has a special interest in paediatrics.”
• Clinic life: birthdays, staff training, or team celebrations.
• Community moments: your team volunteering or attending local events.

Why this works:

• Makes your practice feel more approachable.
• Encourages familiarity and comfort for new patients.
• Reinforces the idea that your team is part of the community, not just a service provider.

4. Myth Busting

Misinformation spreads quickly, especially online. Instead of jumping in, be the one who corrects it with facts.

Common examples to tackle:

• Myth: “Antibiotics cure the flu.”
• Myth: “You don’t need sunscreen on cloudy days.”
• Myth: “Skipping breakfast helps you lose weight.”

Why this works:

• Establishes your practice as a trusted voice.
• Educates patients in an engaging, shareable format.
• Helps fight misinformation that could harm public health.

5. Service Reminders (Carefully Worded)

While it is prohibited to promote, it’s okay to let patients know what you offer. The key to it is to stay factual and avoid promotional hype.

Examples:

• ✅ “We provide flu vaccinations. Call to book an appointment.”
• ❌ “Get the best flu shot in town — guaranteed to keep you healthy all winter.”

Safe options include:

• Reminders for flu shots, skin checks, or child immunisations.
• Sharing clinic hours and holiday schedules.
• Booking prompts: “Call us to schedule your next check-up.”

6. Community Involvement

Show patients that you are also invested in their world, not just their health.

Ideas:

• Sponsorship of local sports teams or fun runs.
• Photos from charity events your team attended.
• Community health talks or free check-up booths.

Why this works:

• Strengthens your local reputation.
• Reinforces your practice as a trusted community partner.
• Adds variety to your content mix.

These posts often perform well because they’re relatable and positive. They can also add variety to your existing content.

Build Better Communities Online

Social media can feel tricky for medical practices because one wrong word, and you might risk breaching guidelines. But the reality is this: your patients are already online, looking for information and connection. All you have to do is show up with the right content, and you can position your clinic as a trusted voice in the community while staying compliant with AHPRA and TGA standards.

If managing compliance, planning content, and keeping your practice visible feels overwhelming already, you don’t have to do it alone. Our team at Medical Marketing Australia are also specialists in medical social media management that provide professional and AHPRA-compliant advice to GPs and medical practice owners. 

Book an appointment with us to get you started on your social media marketing success.