Marketing for cosmetic and medispa clinics
Cosmetic demand is discretionary, trust led and heavily regulated, so the engine gets built on what can lawfully be shown.
Where the money moves.
The regulator writes the creative brief before you do. Section 133 of the National Law prohibits advertising prescription only medicines to the public, which removes injectable brand names, prices on prescription treatments and before and after imagery for that work from anything the clinic publishes. The cosmetic advertising guidelines tightened the ground further around imagery, testimonials, incentives and any material capable of reaching people under 18. A plan that ignores this eventually produces a complaint, a takedown and a very uncomfortable board conversation.
A great deal remains, and it converts. Skin therapies, energy device treatments, peels and post procedure care are not prescription medicines, so they can be named, priced and shown. Devices can be named. Practitioners can be shown working, with their registration and qualifications stated plainly. The consultation itself can be marketed hard, because that is where a lawful conversation about prescription options is allowed to happen. The advertisable half of the menu becomes the front door and the prescription work sits behind it.
Platform enforcement is a separate problem to the law. Meta and TikTok apply their own restrictions on cosmetic and medical claims and will limit an account without much of a hearing, which is the argument for holding demand in assets you own. Search demand across the advertisable categories, an email and message list built from consultations, organic video that stays inside the guidelines, and a site that ranks for treatment and suburb together. When a platform account goes quiet, the clinic keeps trading.
The economics here are retention economics. A first laser course or skin plan matters far less than whether that patient is still on a maintenance cycle a year later, so reporting is built on treatment value per patient across twelve months, consultation to treatment conversion, and rebooking rate by practitioner. Demand moves with the calendar too, skin preparation ahead of summer, wedding lead times running months out, and a quieter stretch after Christmas that is better spent on retention than on discounting.
What we run.
A compliant creative library
Shot in your clinic and cleared before publication: treatment explainers, practitioner interviews, room and device footage, aftercare. Every asset tagged with what it may be used for, so a prescription claim cannot accidentally be pushed through a paid placement.
The consultation as the offer
Every campaign points at a booked consultation rather than at a treatment. It is the legally clean position and the higher converting one, because the person qualified to discuss options is in the room and the conversation is private.
Owned channels
Search, email, message and the website carry the demand a platform cannot switch off. Patient communications are still advertising under the law, so those sequences are written to the same standard as public material, then personalised on treatment history.
Practitioner authority
Patients choose an injector or a therapist, not a building. Each practitioner gets a proper profile, registration and qualifications stated accurately, their work explained in their own words, and a booking path attached to their name.
Account resilience
Advertising accounts, domain, profiles and audience data stay in the clinic's name, with documented appeal processes and a second demand channel always live. A restriction becomes an inconvenience rather than a revenue event.
Questions we get asked.
Not by product name, price or promotional offer, because they are prescription only medicines and section 133 prohibits advertising them to the public. You can market the consultation, the clinic, the practitioners and the non prescription part of the menu, and options can be discussed once the patient is in front of a qualified prescriber.
For prescription treatments they cannot be used in public advertising at all. For non prescription treatments they are permitted under strict conditions: identical lighting and angle, no filters or retouching, consent documented, and no suggestion that the result is typical. What is shown inside a private consultation is a different setting again.
Testimonials about clinical care cannot be used in advertising the clinic controls, which includes your website, your social channels and anything you boost. Reviews on third party platforms sit outside that control. The shortcut people reach for, quoting a glowing review inside an ad, is the exact thing the section prohibits.
By assuming it will happen. Accounts sit in your name so the appeal is yours to make, creative is pre-cleared so a restriction is arguable rather than accurate, and search, email and organic keep producing bookings while it is resolved. A clinic carrying all its demand on one platform feels every enforcement change.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
Send through your details and we will audit your business before we reply.