Many doctors, dentists, physiotherapists and other health practitioners in South Africa are uneasy about marketing. Some remember when advertising was frowned upon entirely. Others worry that anything they post online could land them in front of the HPCSA.
That caution is healthy. But it often leads to practices doing nothing at all, while patients search Google and ask AI tools which practitioner to see, and end up at the practice down the road that simply had better information online.
The good news: you can market your practice effectively without being salesy, and without breaking the rules. Most of what actually brings in patients is simply being clear, accurate and easy to find.
Please note: this article is general guidance, not legal advice. The HPCSA’s ethical rules and guidelines are the final word, and your professional body or indemnity provider can advise on specific situations.
What the HPCSA rules say, in short
The HPCSA’s ethical rules allow practitioners to advertise their services, provided the advertising is not unprofessional, untruthful, deceptive or misleading, and does not cause unwarranted anxiety to people who may be suffering from a health condition.
What practitioners may not do is canvass or tout for patients, or allow anyone else to do it on their behalf. That second part matters: if your marketing agency does something inappropriate on your behalf, it’s still your responsibility.
The HPCSA’s social media guidance gives examples of what crosses the line. One is posting patient reviews that claim a practitioner is “the best” in the country. Another is promoting non-clinical perks, like free Wi-Fi in the waiting room, as a reason to choose a practice.
In simple terms: inform, don’t persuade. Tell people accurately what you do, where and when. Don’t hype, compare or promise.
What you can do (and should)
1. Make your website genuinely useful
Your website is where patients check you out before they book. It should clearly cover:
- The services you offer, ideally with a page for each main service
- Your qualifications, registrations and areas of special interest
- Your practice address, parking, and how to find you
- Consulting hours, including after-hours arrangements
- Medical aids you accept and how billing works
- How to book, and what to bring to a first appointment
This is exactly the information patients search for, and exactly what AI tools look for when someone asks “which GP near me accepts Discovery?” or “is there a paediatrician in Fourways open on Saturdays?”
2. Get your Google Business Profile right
For most practices, the Google profile is the first thing a patient sees. Make sure your practice name, categories, hours, phone number and services are accurate and complete. Add real photos of your practice (with no patients in them). Keep it updated, especially over public holidays.
3. Publish patient education content
Educational articles are one of the best, and most HPCSA-friendly, ways to build visibility. Content that explains conditions, procedures and what to expect helps patients, positions you as knowledgeable, and helps you rank for the questions people search.
Good examples:
- “What to expect at your child’s first dental check-up”
- “Physio or chiro for lower back pain? How to decide”
- “When should you see a doctor about a persistent cough?”
Keep content accurate, balanced and free of scare tactics. Include a note that it’s general information and not a substitute for a consultation.
4. Use paid search carefully
Google Ads can work well for practices, especially for specific services or new practices building a patient base. The same principles apply: factual ad copy, no exaggerated claims, and no fear-based messaging. Google also has its own healthcare advertising policies, so work with someone who knows them.
5. Make booking easy
Online booking, a clear phone number, and WhatsApp as a contact option (where your practice can manage it properly) all reduce the friction between a patient finding you and becoming a patient.
What to avoid
- “Best”, “leading”, “top” and similar claims. They can’t be objectively verified and edge towards canvassing.
- Testimonials and before-and-after photos. These raise consent, confidentiality and “is this representative?” concerns. Be very cautious, and get proper advice before using them.
- Reposting patient reviews as marketing on your website or social media.
- Incentives for reviews, referrals or bookings.
- Promising outcomes, or implying results are guaranteed.
- Fear-based messaging that could cause unwarranted anxiety.
- Price-led “specials” on clinical services that encourage unnecessary treatment.
Reviews: the tricky one
Online reviews are a reality. Patients will leave them on Google whether you ask or not. The question is how you handle them.
Replying to reviews: Patient confidentiality applies online. Never confirm that the reviewer is a patient or refer to their visit, condition or treatment, even if they’ve shared it themselves. For positive reviews, a short, general thank-you is enough. For negative reviews, a calm, general response inviting the person to contact the practice directly is safest. Don’t argue in public.
Asking for reviews: This is a grey area for health practitioners, given the rules on canvassing. Many practices choose not to actively solicit reviews, or do so only in a neutral, low-key way, without incentives or pressure. If you’re unsure, check with your professional body before introducing any review process.
Don’t forget 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 patient data properly. Be particularly careful about tracking pixels and analytics on booking or contact pages.
The bottom line
Ethical medical marketing isn’t about selling. It’s about making sure the patients who need you can find you, understand what you offer, and book easily. A clear website, an accurate Google profile and genuinely helpful content will do more for most practices than any clever campaign, and they sit comfortably within the rules.
At Online Growth, we work with a growing number of medical practices, and we take compliance seriously. Our approach is simple: accurate, factual and focused on helping patients find the right care.
Curious how visible your practice is? Our free keyword ranking scan shows which searches your practice currently appears for. Or get in touch to talk about growing your practice the right way.
Frequently asked questions
Are doctors allowed to advertise in South Africa? Yes. HPCSA rules allow practitioners to advertise, provided the advertising is truthful, professional, not misleading, and doesn’t cause unwarranted anxiety. Canvassing and touting for patients are not allowed.
Can a medical practice use Google Ads? Yes, as long as the ads follow both HPCSA rules and Google’s healthcare advertising policies. Ad copy should be factual and free of exaggerated claims.
Can I reply to patient reviews on Google? Yes, but never confirm the person is a patient or mention any details of their care. Keep replies short, general and professional.
Can doctors use testimonials on their website? Testimonials carry real risks around canvassing, consent and confidentiality. Get specific advice from your professional body or indemnity provider before using them.
Does this apply to dentists, physiotherapists and other practitioners? The HPCSA’s ethical rules apply to all practitioners registered with it, including many allied health professions. Some professions also have additional guidance from their own professional boards.