Marketing built for AHPRA-regulated practices
We market healthcare practices without landing them in front of AHPRA. Most agencies don't know the rules and find out the hard way — with your registration on the line, not theirs. We build the whole stack — websites, SEO, Google and Meta Ads — with AHPRA and TGA compliance designed in from the brief, not patched in after a complaint.
Why it's different
The tactics that sell every other business are banned in healthcare
Patient quotes, transformation photos, bold claims, brand-name products — the whole standard marketing playbook is restricted or outright prohibited for regulated health. Here's where a generalist agency walks a clinic straight into trouble.
The testimonial trap
A glowing patient quote on your homepage or in a Google ad is a breach of the National Law — even when it's genuine and the patient is thrilled to give it. Generalist agencies build five-star review carousels every day without realising they've just put your registration on the line.
Schedule 4 product names
The TGA prohibits advertising prescription-only (Schedule 4) substances to the public. Name Botox, Dysport or a specific filler anywhere — an ad, a service page, even a single social caption — and that's a TGA breach. We write in generic procedure language only.
Banned language, hiding in plain sight
"Safe", "pain-free", "natural results", "best in Brisbane", "guaranteed" — the words that make marketing copy sing are the exact words AHPRA treats as misleading or unverifiable. We sell your clinic on substance, not on adjectives that trigger a notification.
Before-and-after rules
Before-and-after imagery is tightly restricted, and for cosmetic surgery it's off the table in ad creative altogether. Most agencies reach for the dramatic transformation shot first. We know which images convert without crossing the line — and which ones get an ad account suspended.
The cosmetic guidelines bar is higher again
Cosmetic and aesthetic practices sit under AHPRA's cosmetic advertising guidelines — in force since 2023 and tightened since — on top of the general rules. Stricter limits on imagery, claims and how procedures are described. We keep your marketing current as that guidance moves.
When it goes wrong, you carry it
A non-compliant ad isn't the agency's problem — it's the registered practitioner who cops the notification, the mandatory takedown, and in serious cases a fine. The agency moves on to the next client. We build so that conversation never has to happen.
None of this means you can't market a clinic. It means the marketing has to be built by someone who knows where every line sits before they cross it. That's the whole job. More detail in our guide to AHPRA-compliant marketing in 2026.
What we do
The whole marketing stack, built compliant
One accountable team across websites, SEO and ads — not four vendors blaming each other when an ad gets pulled. Every piece designed inside the AHPRA and TGA guardrails.
Medical websites
A clinic site that turns a search into a booking — compliant from the first wireframe.
- Fast, mobile-first sites with procedures and services described in plain, factual language
- Risk and recovery information written in where AHPRA expects to see it
- Reviews and before-and-after galleries handled within the rules, or left out by design
- Hosted on Australian infrastructure, so patient data never leaves the country
AHPRA-compliant marketing
Get found and get booked, with your registration left exactly where it should be.
- Every page, ad and post checked against AHPRA's guidelines before it goes live
- Google and Meta Ads built to clear AHPRA and each platform's separate health policies
- Genuine review presence, built the compliant way rather than through banned testimonials
- Negative keyword lists and appeal workflows so a disapproval never stalls your campaign
Medical SEO
Rank for the procedures and conditions you treat, in language that won't get flagged.
- Top rankings for the commercial queries that fill your books, without a single banned claim
- Service, FAQ and location pages reviewed against AHPRA before they publish
- Google Business Profile set up and managed under the review-response rules
- Honest ranking targets, never a 'guaranteed number one' you'd be right to distrust
Cosmetic clinics
A dedicated home for the practices under the strictest advertising rules in the country.
- The full stack for injectors, cosmetic doctors, and skin, laser and dermal clinics
- Built inside AHPRA's cosmetic guidelines and the TGA's Schedule 4 restrictions
- Compliant Meta and Google creative for a category platforms disapprove on sight
- Booking funnels with pre-consult forms, deposits, age verification and cooling-off
Why us
Founded by a registered nurse
LUNA Systems was founded by Justine Coupland, a registered nurse (AHPRA NMW0002113429). That's the whole difference. We learned healthcare compliance from inside clinical practice — not from a guidelines PDF a generalist agency skimmed once and filed away.
So we catch the testimonial before it's written, not after the complaint. We know the Schedule 4 brand name can't go in the caption, and exactly where the line sits between patient education and a prohibited claim. We've built and marketed cosmetic and medical practices across Australia, and every page, ad and post is reviewed against current AHPRA and TGA guidance before it ever goes live.
RN
Founder
100%
Reviewed before launch
AU
Wide service
The honest version
What a healthcare engagement looks like
2-4 wks
Typical time to launch a new clinic website
0%
Pages, ads and posts reviewed against AHPRA before launch
60-90
Days to meaningful SEO ranking movement
0
Lock-in contracts — quoted per clinic, no public price list
Timeframes are typical ranges, not guarantees. Different channels move at different speeds, and we map a realistic plan with you on the discovery call.
Who we work with
Built for Australian healthcare
AHPRA's advertising rules apply to every regulated health service. They bite hardest in cosmetics, but the principle is the same across every clinic: get found and get booked without breaching the rules.
Cosmetic clinic? See our dedicated cosmetic clinic page.
FAQ
Common questions
Do you understand AHPRA advertising rules?▼
Yes. AHPRA's advertising guidelines and the National Law are the baseline for everything we build or run for a healthcare client. In practice that means no patient testimonials in advertising, no prohibited before-and-after imagery, no superlative or outcome claims, no Schedule 4 brand names, and no incentives that could influence a treatment decision. We design inside those lines from the brief rather than patching them in after a complaint. We are not lawyers — for borderline campaigns we recommend your own AHPRA-experienced lawyer signs off on the key pieces.
Is LUNA really nurse-founded?▼
Yes. LUNA Systems was founded by Justine Coupland, a registered nurse (AHPRA registration NMW0002113429). We understand healthcare advertising compliance from inside clinical practice, not from a checklist a generalist agency downloaded once. That's the reason clinics trust us to market them without putting their registration at risk — we knew the rules before we ever wrote a line of ad copy.
Can you work with cosmetic clinics?▼
Yes — and we have a dedicated page for it, because cosmetic and aesthetic practices sit under the strictest advertising rules in Australia. On top of the general AHPRA guidelines, the cosmetic surgery advertising guidelines (in force since July 2023, tightened across 2025) restrict imagery, claims and how procedures are described. We build the whole marketing stack for injectors, cosmetic doctors, skin, laser and dermal clinics inside those rules.
Do you handle TGA-regulated products?▼
We work around them carefully. The TGA prohibits advertising prescription-only Schedule 4 substances to the public — which is why you will never see brand names like Botox, Dysport or specific fillers in anything we publish for you. We use generic procedure language only, and we never name a Schedule 4 product in consumer-facing content.
Do you only work with cosmetic clinics, or all healthcare?▼
All regulated health. We work with GP and medical clinics, dental practices, allied health, specialists and surgical practices, as well as cosmetic and aesthetic clinics. The advertising rules apply to every regulated health service, though they bite hardest in cosmetics, which is why we often use cosmetic examples. Whatever your registration category, the principle is the same: get found and get booked without breaching the rules.
How quickly will I see results?▼
It depends on the channel. Google Ads can produce bookings within days. Meta Ads usually convert within the first few weeks. SEO and Google Business Profile are slower, with meaningful ranking movement around 60 to 90 days and lead-flow changes building over several months. A new clinic website is typically live in two to four weeks. We map a realistic plan with you on the discovery call rather than promising overnight results.
From the blog
Compliance and clinic marketing reads
Let's grow your practice, compliantly
Book a free discovery call. A nurse-founded team that gets you found and gets you booked — and knows exactly where the AHPRA line sits, so your registration is never the price of growth.
Quoted per clinic · No public price list · No lock-in
Book a free discovery callQuestions? hello@lunasystems.com.au