Are you NOT advertising online because you're afraid of APHRA?

You're currently seeing so many other practitioners and coaches having success in the online space. You know you are meant for this too.

You have so much knowledge, and education, and experience, and you want to share it in a bigger way.

This message is for you today if you're a regulated health professional.

You want to make an impact. Help more people. Leave your legacy.

Yet, all the government advertising regulations in Australia imposed by AHPRA (or the equivalent overseas) are stopping you.

You don't know what you are allowed to do, or say, online. And you have a fear of doing the wrong thing. You're worried you'll place your registration in jeopardy.

What you need to do is fully understand the advertising and marketing rules of AHPRA (and other regulatory bodies). That's when you'll feel confident to build your online business.

Here's how to understand the AHPRA regulations so you can have success online too.

AHPRA Rule 1

A regulated health professional must not advertise in a way that is false, misleading or deceptive or is likely to be misleading or deceptive.

What we CAN do here though is:

Sell your professional services on their merits
You are allowed to be honest about what you do and say in relation to your business practices.

You can say you have a program that is designed to help your ideal client achieve XYZ transformation.

You can't say everyone who joins the program will have XYZ transformation.
When you share about what you do, in an honest and factual way, you are adhering to the guidelines, AND your dream clients will actually see what you do, and identify with how you can help them.

APHRA Rule 2

You must not offer a gift, discount or other inducement to attract a person to use the service or the business, unless the advertisement also states the terms and conditions of the offer.

What you can do is get so clear and specific in your messaging and content, calling in your ideal clients, who are so ready to buy from you, that you don't need to offer a gift, or discount, or inducement.

But if you do decide to do this...

For example, offer a discount for the beta launch of your program...

You just need to clearly state the terms and conditions of the discount.

APRHA Rule 3

You must not use testimonials or purported testimonials about your service or business. This includes: patient stories and experiences, success stories, or
fake testimonials.

However, if a testimonial does NOT refer to a clinical aspect of a regulated health service, then that review or testimonial is not governed by AHPRA and is ok.

To get more specific on what to avoid:

A clinical aspect exists if one of the following is shared:
• Symptoms experienced by the client
• Diagnosis or treatment provided by you
• The specific Outcome

You can however, share about your own experiences.

And you can focus on sharing factual information and educational content.

You can also share case studies online. However, respecting patient privacy is paramount. You must obtain informed consent before sharing any personal information or case studies online.

APHRA Rule 4

You must not advertise in a way that creates an unreasonable expectation of beneficial treatment.

This would be where your advertising creates an unreasonable expectation of the outcomes of your program. For example, saying "In 12 Week you will no longer have back pain", is no good. And you can't use the word 'safe' or 'risk free'. For example, " My program is safe, risk-free and effective' is also a no go. And you can't say what you do is exclusive, or unique only to you. What you can do is show that you have a system that you follow with your clients, and clearly outline the steps or the process you follow. Sticking to the facts works.

'Before & After' photos/videos are ok to be used if not misleading. Therefore if you use these, make sure you keep the images as similar as possible. Same with keeping posture, clothing, lighting and make-up consistent. And explain if the images have been altered in any way, ie filters or photo shop.

APHRA Rule 5

You must not directly or indirectly encourages unnecessary use of your regulated health services.

Therefore, don't take on clients who don't need your service. And don't encourage them to work with you longer than they need. I'd recommend you do a Discovery Call to be sure the client needs your program. And ideally incorporate some 1:1 check-ins into a group program so you can keep your eye on the progression of your client.

Remember, ethical digital marketing isn’t a constraint; it’s a commitment to the well-being and trust of your patients and clients.

When you fully understand APHRA advertising rules, or the rules of any other governing body, that's when you'll feel confident to share your expertise online, help more people, and starting building towards leaving your legacy.

When I took my services into an online group coaching program, the clinical outcomes of my patients were significantly better than when we worked 1:1. The extra touch points, accountability and community that I was able to offer them in the group program made all the difference.

If you’re ready to help more people and create a bigger impact via an online business, AND adhering to any regulatory bodies, THIS is what we do in my BUILD & SCALE programs.

If you're keen to know more about my programs, let's set up time for a Discovery Call. Here is a link to my calendar: www.andrearobertson.health/wcs

Andrea x