A lot of doctors, dentists and physiotherapists are uneasy about marketing. Some remember when advertising was frowned on altogether. Others worry that the wrong post could land them in front of the HPCSA.
That caution is sensible. But it often ends with a practice doing nothing at all, while patients search Google, ask AI tools which practitioner to see, and book with the practice down the road that simply had better information online.
The good part is that the marketing that brings patients in is mostly the kind the rules are comfortable with: being clear, accurate and easy to find.
This is general guidance, not legal advice. The HPCSA’s ethical rules are the final word, and your professional body or indemnity provider can help with specific situations.
What the rules allow
The HPCSA’s ethical rules let practitioners advertise, provided the advertising isn’t unprofessional, untruthful, deceptive or misleading, and doesn’t cause unwarranted anxiety to people who may be unwell.
What you may not do is canvass or tout for patients, or let anyone do it on your behalf. That last part matters. If an agency does something inappropriate for your practice, the responsibility is still yours.
The HPCSA’s social media guidance gives examples of crossing the line, such as posting patient reviews that call a practitioner “the best” in the country, or promoting non-clinical perks like free Wi-Fi in the waiting room.
A simple way to hold it in your head: inform, don’t persuade. Say accurately what you do, where and when. Don’t hype, compare or promise.
What to put your effort into
Your website. This is where patients check you out before booking, so it needs to answer their practical questions: the services you offer (ideally a page for each main one), your qualifications and areas of interest, where you are and where to park, consulting hours including after-hours arrangements, which medical aids you accept and how billing works, and how to book. It’s dull information, and it’s exactly what patients search for. It’s also what AI tools look for when someone asks “which GP near me accepts Discovery?”
Your Google Business Profile. For many patients it’s the first thing they see. Get the name, categories, hours, phone number and services right, add real photos of the practice (no patients in them), and keep it updated over public holidays.
Patient education. Articles that explain conditions, procedures and what to expect are about the most HPCSA-friendly marketing there is. They help patients, show your expertise and bring in searches. Think “What to expect at your child’s first dental check-up” or “Physio or chiro for lower back pain?”. Keep them balanced, avoid scare tactics, and note that they’re general information, not a substitute for a consultation.
Paid search, used carefully. Google Ads can work well for practices, particularly new ones or for specific services. The same principles apply: factual copy, no exaggerated claims, no fear. Google has its own healthcare advertising policies on top of the HPCSA’s.
Easy booking. Online booking, a clear phone number and WhatsApp (if someone will actually answer it) all shorten the gap between finding you and booking.
What to avoid
- “Best”, “leading”, “top” and similar claims you can’t verify
- Testimonials and before-and-after photos, which raise consent, confidentiality and “is this typical?” problems (get proper advice before using either)
- Reposting patient reviews as advertising
- Incentives for reviews, referrals or bookings
- Promising outcomes
- Fear-based messages
- Price-led “specials” on clinical services that encourage unnecessary treatment
Reviews
Patients will leave Google reviews whether you ask or not, so the question is how you respond.
When you reply, confidentiality still applies. Never confirm the reviewer is a patient or mention their visit or condition, even if they did. A short, general thank-you works for positive reviews. For negative ones, reply calmly and invite them to contact the practice directly. Don’t argue in public.
Asking for reviews is a grey area for health practitioners because of the rules on canvassing. Many practices don’t actively ask, or do it only in a neutral, low-key way with no incentive or pressure. If you’re unsure, check with your professional body before setting up any process.
POPIA
Health information is special personal information under POPIA, with strict rules on how it’s collected, stored and shared. Your website forms, booking system, email marketing and any tracking tools all need to handle it properly. Be particularly careful with advertising pixels and analytics on booking and contact pages.
Getting help
We work with a growing number of medical, dental and allied health practices, and our approach is deliberately conservative: accurate, factual and focused on helping patients find the right care. If you’d like to talk it through, get in touch. To see how visible your practice is right now, start with a free keyword ranking scan.
Common questions
Are doctors allowed to advertise in South Africa? Yes. HPCSA rules allow it, provided the advertising is truthful, professional, not misleading and doesn’t cause unwarranted anxiety. Canvassing and touting for patients aren’t allowed.
Can a medical practice use Google Ads? Yes, as long as the ads follow HPCSA rules and Google’s healthcare advertising policies.
Can I reply to patient reviews on Google? Yes, but never confirm the person is a patient or mention their care. Keep it short, general and professional.
Does this apply to dentists and physiotherapists too? The HPCSA’s ethical rules apply to everyone registered with it, including many allied health professions. Some professional boards add their own guidance.
