01Demand
When more patients is the answer.
The signs it really is demand, and what to aim the ads at when it is.
On diagnosis
5 signs your aesthetic clinic has a demand problem
Some booking problems are demand problems, and some start inside the clinic. The signs that it really is demand, named from the experience of running a clinic.
On advertising
When Meta ads bring clicks but not patients
When clinic ads are aimed at leads instead of attended patients, the platform numbers look fine and the diary doesn't. What to aim them at instead.
02Conversion
Where patients drop out between enquiry and payment.
More demand works best when the pathway is ready to convert it.
On conversion
The two different booking problems, and how to tell which one you have
Not enough of the right people finding you, or the right people finding you and not booking. The fix for one makes the other more expensive.
On conversion
When to strengthen the pathway before increasing ad spend
If results are sliding, more budget usually buys more of the same leak. What to check inside the clinic before you spend another dollar.
03Measurement and choosing help
How results should be counted, and how to judge who you pay to improve them.
From my own clinic
My own clinic: 82 bookings in 30 days at Face Foundry
Not a client result. What I changed in my own clinic's pathway before the ads, and what the numbers looked like when I did.
A buyer's guide
How to choose an aesthetic clinic marketing partner in Australia
The seven questions to ask before you hire anyone, from a clinic owner who was the client first.
04Advertising rules (reference)
Plain-English notes on the Ahpra and TGA rules.
Each one is dated. They're general information, not legal advice, and your clinical team stays responsible for clinical claims.
Reference
Ahpra and TGA advertising rules for aesthetic clinics
Section 133, the September 2025 non-surgical guidelines and the TGA injectable rules, in plain English. Dated, with sources.
Reference
Can you advertise Botox in Australia?
Not by name. Botox and most injectables are prescription-only medicines. What the TGA lets you say instead, and the synonyms that no longer work.
Reference
Ahpra testimonial and review rules for clinics
Clinical praise is off-limits in advertising, and the rules for injectables and other higher-risk procedures are stricter again. What you can still use.
Reference
Before-and-after photo rules for cosmetic clinics
Where they're allowed, and the conditions they have to meet under Ahpra's guidelines and the TGA's rules on prescription medicines.
05The evidence
See how a campaign is counted.
The PM Aesthetics case study shows every figure from a client campaign, counted patient by patient from the clinic's own records, and what the numbers leave out.
Clinic Growth Diagnosis
Start with
15 minutes.
Tell me what's happening in your clinic and where growth feels stuck. We'll find the likely constraint and the next step worth looking into. You might be ready to explore, need to repair part of the pathway first, or find I'm not the right fit.