Three options. Only one actually works for your business.
OT is three businesses sharing a name. Marketing has to split them out before any of them work.
Occupational therapy is three almost-separate businesses that share a name and a website, and the website rarely shows it. Paediatric OT (sensory integration, school readiness, handwriting, Sensory Profile + WeeFIM assessment) sells to parents, often via paediatricians and schools. Hand therapy (post-surgical hand rehab, AHTA-accredited, splinting) sells to surgeons and GPs. Adult community OT (home assessment, NDIS plan implementation, mental health under Better Access) sells to NDIS support coordinators and Medicare-funded patients. Each audience googles differently, books differently, and rebates differently. The clinic that wins ships three dedicated page libraries, pitches the support-coordinator shortlist with the right item codes, and uses Mental Health OT under Medicare (BAS / FPS-eligible) and NDIS registered-provider status as moats against the Mable contractor undercutting you on hourly rate.
Good OT marketing has three page libraries, in this order: a paediatric library (sensory integration, school readiness, handwriting, Sensory Profile + WeeFIM screening, the school-OT referral pipeline that catches you the paediatrician work), a hand therapy library (post-surgical hand rehab, splinting, the AHTA accreditation surfaced loudly, the surgeon referral pack), and an adult-community library (home assessment, NDIS plan implementation with item codes spelled out, Mental Health OT under Better Access / FPS / BAS). Each library has its own landing page, its own keywords, its own social cadence, and its own ad set. Then the support-coordinator outreach pipeline and the surgeon-and-paediatrician outreach pipeline run weekly in parallel.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Splits your annual plan across the three streams (paediatric, hand therapy, adult NDIS) and weights it to where the practitioner mix and the local pipeline actually live. Briefs the other agents so each stream gets its own page library, its own outreach pipeline (paediatricians and schools for paeds, surgeons for hand therapy, support coordinators for NDIS), and its own social cadence rather than one beige homepage trying to talk to everyone.
Imports your existing site, ships three dedicated page libraries (paediatric, hand therapy, adult community / NDIS), wires the assessment-form intakes into Splose or Cliniko, and surfaces AHPRA registration + NDIS registered-provider status + AHTA accreditation in the masthead. Five minutes to spin up a new condition or specialty page when a new therapist joins.
Owns whether you show up for 'paediatric OT [suburb]', 'hand therapy [suburb]', 'NDIS occupational therapist [suburb]' and the long-tail niche searches (Sensory Profile assessment, post-tendon-repair splinting, home-modification report). Complete Google Business Profile, OccupationalTherapist schema, review prompts after every assessment, and the technical fixes that keep you indexed. Auto-applies low-risk fixes.
Runs Meta ads on the paediatric side (parents 28-45 with developmental-delay or sensory interest signals, school-readiness intent in January and June), Google Ads on the high-intent NDIS searches ('NDIS OT [suburb]', 'home assessment NDIS [suburb]'), and a small LinkedIn layer for hand-therapy surgeon outreach. Pauses automatically when each stream hits the caseload cap you set.
Posts the educational content for each audience separately: parent-facing sensory-integration explainers and school-readiness checklists for paediatric, post-surgical hand rehab and splint-care reels for hand therapy (with consent), support-coordinator-facing LinkedIn posts on item codes and NDIS plan implementation for adult community. Builds the recognition that justifies the clinic-OT rate over the Mable contractor.
Drafts the long-form pieces parents, surgeons and support coordinators search for: 'when should a child see an OT for handwriting', 'how to choose an NDIS occupational therapist', 'post-tendon-repair hand therapy: the first 12 weeks', 'mental health OT under Medicare Better Access'. Two drafts a month, in your voice, that pull the right enquiry into the right stream.
Your first 30 days.
- Existing Squarespace site imported, legacy hosting torn down, Splose or Cliniko booking widget re-embedded
- AHPRA registration, NDIS registered-provider status and AHTA hand-therapy accreditation surfaced above the fold across the site
- Paediatric, hand therapy and adult-community page libraries indexed and ranking page one for the lead keywords in each stream
- NDIS pipeline page live with item codes and a five-minute support-coordinator enquiry form (and prefilled referral pack emailed to three local coordinators)
- Paediatrician and school OT referral pipeline live with a downloadable referral pack for the three closest paediatric practices
- Hand-surgeon referral pipeline live with the AHTA-accredited therapist's CV and post-tendon-repair protocol summarised
- Google Business Profile primary category corrected from 'Health Consultant' to 'Occupational therapist', services expanded from 5 to 20
- Caseload cap set per stream so paid acquisition pauses automatically when each stream hits the cap
Occupational therapy is the rare healthcare vertical where one clinic is genuinely running three businesses under one roof, and the marketing rarely shows it. The clinic that wins splits paediatric, hand therapy and adult-community into three dedicated page libraries, pitches the support coordinator and the paediatrician and the hand surgeon as three separate audiences, and justifies the clinic-OT rate over the Mable contractor with AHPRA registration, AHTA accreditation, and a clinical room the contractor doesn't have.
Agencies are too dear to actually build three page libraries and run three outreach pipelines for $3k a month, and most can't tell paediatric OT apart from hand therapy. Tools are cheap but you still write the sensory-integration page between assessments. In-House is the third option: for $299 a month the agents ship the three libraries, pitch the three pipelines, fix the Google Business Profile, and post the educational content for each audience. You stay in the driver's seat, two taps to approve, minutes a day.