400M+ in revenue generated for healthcare brands · fully online, working globally
Medical practices / Orthopaedic surgeons
I run Facebook and Instagram ads for orthopaedic practices, with clear information for patients who need a specialist opinion.
What I promote
Ads that explain the referral, the first visit and how to book.
Clinics for joint and sports care, shown to local adults.
Patient education sessions you run in clinic or online.
How I help
I read Meta’s health rules and your local advertising laws first, so ads are built to be approved and safe.
A clear first-visit offer, a simple booking page and a short form or call button. Nothing confusing.
Facebook and Instagram ads with lead forms, call buttons or a booking page, tested with a few different messages.
Leads go straight to your team. I track who booked and who attended, not just clicks.
A clear monthly report: cost per lead, cost per booked patient and what I will change next.
Email reminders and recall bring existing patients back, which makes every ad dollar work harder.
Ad ideas
Educational ads usually work best for health. Here are three angles I like.
A short video on referrals, scans and what happens at the first visit.
A plain, honest introduction to experience and approach.
General education on what the care journey looks like, without promising results.
Rules to plan around
Meta treats health as a special category, so I check every ad and page before launch.
Titles
Under Australian rules, only a practitioner with specialist registration can use a specialist title. Ahpra also warns about wording such as “specialises in”. I check every title before it goes into an ad.
Photos
Meta only allows before-and-after images for cosmetic work when the ad targets adults, and often flags them. Ahpra says images must be real, not edited, and must not create unreasonable expectations. I avoid them unless you have genuine, consented photos and the rules allow.
Wording
Meta’s personal attributes policy says ads must not assert or imply that Meta knows a person’s health condition. So I write about your service, not about the person. “Book a new patient visit” works. “Do you have…?” does not.
Checked on 3 November 2026. Platform and local rules change, so I recheck before each launch. This is a plain-English summary, not legal advice.
Sources: Meta policy: privacy violations and personal attributes · Meta policy: health and wellness · Ahpra: summary of the advertising requirements
Related pages
FAQ
Real surgery images can be flagged and can upset viewers. I use calm photos of the team and clinic, and short videos that explain the process.
Only if you are entitled to. Titles such as specialist and surgeon are protected under Australian law, and the rules are changing, so I check them with you.
No. Results depend on your service, area, offer and how fast your team replies. I set up tracking, so you see real numbers every month.
Facebook Ads management plans start from $1,800 a month, plus the ad budget you choose. See the Facebook Ads page for plans, or use the practice marketing calculator to estimate your cost per patient.
Let’s talk
Tell me about your practice and your country. I reply fast, and the first call is free.
Get a free proposal→