April 24, 2026
The way patients find a GP, specialist, or allied health provider has changed significantly in the past five years. Word of mouth remains important, but more patients than ever are starting their search on Google. If your practice is not showing up when they search, you are losing patients to competitors who are.
This post covers how patients find healthcare providers in 2026, what digital marketing looks like for a medical practice in the Sutherland Shire, and where to start.
The majority of patients looking for a new GP or specialist begin with a Google search. They search for terms like "bulk billing GP Caringbah", "physio near me Sutherland Shire", or "dermatologist Miranda". What they find in those results determines who they call.
Google Business Profile is often the first thing they see. A practice with recent reviews, accurate opening hours, and a clear description of services is far more likely to receive a call than one with an incomplete or outdated listing.
Increasingly, patients are also asking AI tools like Google's AI Overviews and ChatGPT for recommendations. These systems draw on the information available about your practice online. Practices with rich, accurate online information are more likely to be surfaced.
Google Business Profile. Every practice should have a fully completed, actively managed profile. This includes accurate opening hours, a thorough description of services, recent photos, and responses to every review. This is the highest-leverage free action you can take.
Local SEO. A well-optimised website targeting the search terms your patients actually use will generate a steady stream of new patient enquiries. This includes local keyword targeting, technical optimisation, and content that answers the questions patients are searching for. SEO for medical practices requires careful attention to accuracy and trustworthiness.
Website. Your practice website should make it easy for patients to find your location, opening hours, services, and booking information immediately. Online booking integration significantly reduces friction for new patients and increases conversion rates.
Google Ads. For practices looking to grow patient numbers quickly, particularly in a competitive area, Google Ads targeting local search terms can produce results within weeks.
Medical marketing in Australia is regulated. The TGA and AHPRA both have guidelines that affect how healthcare services can be advertised. Patient testimonials and before-and-after images are restricted in many contexts. Claims about treatment outcomes need to be substantiated.
These restrictions do not prevent effective digital marketing. They mean it needs to be done carefully, with an understanding of what is and is not permitted. Working with a marketer who understands the healthcare context reduces risk significantly.
Start with your Google Business Profile. Make sure it is claimed, verified, and fully completed. Then look at your website. Can a new patient find your location, services, and booking process in under 30 seconds?
Brendan works with medical practices across the Sutherland Shire on local SEO, Google Ads, and website projects. If you want to understand what digital marketing could look like for your practice, a free audit is a good starting point. Get in touch.
