In Australia, The new Therapeutic Good Administration (TGA) advertising guidelines have reshaped how cosmetic clinics can promote and market their services. If you’re a cosmetic clinic owner, you are no doubt aware that using terms such as ‘dermal filler’ and ‘injectables’ are now restricted.
But that doesn’t mean you’re out of options.
As someone who has marketed cosmetic clinics, I’ve developed a good understanding of the topic as well as interviewed experts in the industry.
One of the biggest takeaways is that it’s not all bad news—you now have a chance to build authority in the industry, and to benefit from a different approach to marketing.
But what exactly does “building authority” mean?
You can become an authority, or expert, in your industry by showcasing your knowledge through educational content, high-quality backlinks, and engaging materials. In doing so, you can build trust in your clinic as the go-to provider in your area—all the while staying compliant.
In this article I’ll take a look at how building authority can help your cosmetic clinic not only survive but thrive in the wake of the new TGA advertising guidelines.
Understanding the restricted terminology
Here are some examples of terms that are no longer in use:
- Injectables
- Dermal fillers
- Anti-wrinkle treatments
- Wrinkle-reducing injections
- Fat-dissolving injections
- Biostimulatory filler
- Injection clinic
These are the very terms many clinics have traditionally relied on to attract clients through SEO, social media, and paid ads. Without them, clinics (and us marketers) have seemed lost.
Clinic advertisements should focus on the services offered without referencing specific treatments or substances. For example, instead of mentioning “anti-wrinkle injections,” clinics can state, “Our clinic provides treatments that address wrinkles.”
I spoke with Ian Carrol, founder and CEO of EnVogue—a medical aesthetics distributor—and he had this to say.
“I believe the new rules have had a significant impact on our customer’s business’; many have discussed the inability to adequately explain to their patients what services they offer and, in my opinion, have gone too far in restricting what cosmetic practitioners can promote to their patients.”
This confusion and disconnect we’re seeing between clinics and potential clients implies that your marketing should shift its focus to compliant, educational strategies instead of promotional ones.
As such, building brand authority through high-quality content is even more important.
Carrol continues, “I have been working in the cosmetic medicine market for over 20 years, and I don’t think patients have been more confused over which practitioner to trust or what treatments are available than now.”
I agree with this, emphasising the importance of “trust” in this context. Building authority is about establishing trust, sharing your expertise, and demonstrating value in a way that resonates with clients while adhering to the guidelines.
Now, how do you go about this?
How to build brand authority in the cosmetic clinic industry
- Swap promotional for educational content
- Write articles and essays addressing common questions, like “What to expect during a cosmetic consultation” or “Tips for maintaining youthful skin.”
- Ensure balanced, factual information about benefits but also risks of treatments to educate while still complying.
- Illustrate pre- and post-treatment care instructions to show that safety is number one
- Demonstrate your expertise
- Create videos and/or infographics that explain procedures in an easy-to-understand and entertaining way.
- Publish anonymous case studies of a person’s successful journey without violating the testimonial restrictions.
- Share your team’s qualifications, experience, and commitment to safe practices.
- Focus on local SEO
- Optimise your website for location-based searches, using terms like “cosmetic clinic Sydney”.
- Create specific location pages for each clinic location, making sure to optimise them for your local city or suburb.
- Optimise your Google My Business page, improving your online visibility and credibility.
- Contribute to reputable platforms
- Practice reaching out to respected industry blogs or medical publications to write for them and establish your clinic as a trusted expert.
- Collaborate with other industry professionals or local businesses to earn high-quality backlinks to your website for SEO.
- Promote benefits of a professional consultation
- Replace non-compliant calls to action like ‘Book now for dermal fillers or anti-wrinkle injections to refresh your look’ with complaint calls to action.
- A compliant call to action might read as ‘Discover personalised solutions to enhance your natural beauty. Book a consultation with our experienced practitioners to explore treatments tailored to your needs.’
Finally, always strive for the best (and free) marketing—word of mouth (WOD).
Carrol sums this up best, “Clinics that provide great service, that work with high quality products and give reproducible results will generate WOM from their existing patients to friends and family.”
I hope you find this article helpful. If there’s anything you need clarification on, or simply seek assistance with your clinic’s marketing while complying with these new rules—reach out!
TGA Advertising Guideline Key Points
- TGA terminology restrictions require a new approach: With terms like “injectables” and “dermal fillers” now off-limits, clinics must focus on compliant strategies.
- Educational content is key to authority-building: Blogs, guides, and videos that provide balanced, factual information help establish your clinic as a trusted expert while adhering to TGA regulations.
- Collaborations and high-quality backlinks boost credibility: Contributing to respected platforms and partnering with reputable businesses reinforces your clinic’s expertise and improves your website’s search engine rankings.
Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing, and project management.
