Three options. Only one actually works for your business.
Private paediatrics is rationing care by waitlist. The market is asking you to choose the work.
Most Australian private paediatricians have the same shape of problem: a 12- to 18-month waitlist, a calendar dominated by whatever GP referrals happened to land (often complex behavioural and developmental cases that belong in a multidisciplinary public clinic), a fee gap that some families can't carry, and the public-system equivalent (state-funded developmental clinics, child and youth mental health services) running 18-month waitlists of their own and pushing everything they can your way. The lever isn't 'more enquiries'. It's the mix. The practice that earns well sees the subspecialty cases it's best at (developmental, ADHD assessment, paediatric allergy, behavioural, neonatal follow-up) at the gap fee that's sustainable, with a GP-referral pipeline that knows which presentations you actually want and a parent-facing content footprint that pre-educates the family before the consult. Almost no private paediatrician has the time to build any of this.
Good private paediatric marketing has three layers: a subspecialty page for every presentation you actually want more of (developmental paediatrics, behavioural paediatrics including ADHD and autism assessment, paediatric allergy, neonatal follow-up, growth and development clinic) so you rank for the long-tail searches that parents are already googling at 11pm, a GP-referral pipeline that gives every GP within driving distance a one-pager keyed to Medicare item 110 (your AHPRA registration, your FRACP, your typical fee and gap, your subspecialty interests, your waitlist position by subspecialty) so they know which cases to send to you specifically, and a Google Business Profile that ranks for 'paediatrician [suburb]' and 'private paediatrician Medicare [suburb]' with the right primary category, complete subspecialty services list, and accepts-new-patients status flipped on or off honestly.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the subspecialties you actually want more of (developmental, behavioural, paediatric allergy, neonatal follow-up) rather than chasing every paediatric referral. Briefs the other agents so the subspecialty pages, the GP-referral one-pager, the AHPRA-compliant parent-education content and the local SEO all push the right referrals toward the right Medicare item, and quietly closes the broad enquiry tap when the mix is right and the waitlist is tight.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships a page for every subspecialty you treat (developmental, behavioural, ADHD assessment, autism assessment, paediatric allergy, neonatal follow-up, growth clinic), each with the Medicare item 110 rebate maths, the GP-referral PDF, the realistic waitlist for that subspecialty, and an enquiry form AHPRA is comfortable with. Two taps to publish.
Goes through your live site for the things that actually move private-paediatric rankings: long-tail keywords on every subspecialty page (developmental paediatrician [suburb], paediatric ADHD assessment Medicare, paediatric allergy clinic [suburb]), Paediatrician + LocalBusiness schema with FRACP endorsement, internal links from subspecialty pages to the GP-referral page, and a Google Business Profile that ranks for 'private paediatrician [suburb] Medicare'. Auto-applies the low-risk fixes; flags anything that touches AHPRA territory.
Runs Google Ads sparingly, on the long-tail high-intent searches you can't outrank organically yet ('paediatric ADHD assessment [city]', 'developmental paediatrician Medicare [suburb]'). Switches Meta off by default (paediatric marketing on Meta is particularly fraught under the AHPRA guidelines), and pauses every campaign automatically when the waitlist for that subspecialty hits the cap you set. Spend follows the calendar, never the other way around.
Posts AHPRA-compliant parent education in your real accounts: a carousel on developmental milestones, a LinkedIn post on the CADDRA-aligned ADHD assessment standard, a paediatric allergy explainer in May for school-allergy-form season, a back-to-school growth-clinic reminder in January. No testimonials, no parent quotes about their kids, no comparative claims, no implied diagnostic guarantees, no identifying paediatric imagery without explicit consent. You approve in two taps; the agent learns your specific hard nos in week one.
Drafts the long-form parent guides that bring the right referral weeks before the GP appointment: 'when does my child actually need a paediatrician (and when is the GP enough)', 'what a developmental assessment involves under Medicare', 'paediatric allergy: when an EpiPen plan is warranted'. Two drafts a fortnight, in your voice, that establish you for the subspecialty before the parent ever asks the GP for a referral.
Your first 30 days.
- Site imported, hosting bill cancelled (Genie or Halaxy stays)
- Annual plan against your priority subspecialties delivered by Sam
- Page per subspecialty (developmental, ADHD, autism, allergy, neonatal) drafted and indexed
- GP-referral page with one-pager for local GPs to attach to referrals
- Google Business Profile fixed, Paediatrician primary category, FRACP detail surfaced
- First fortnight of AHPRA-compliant parent-education content queued in your voice
- First long-form guide on the GP-to-paediatrician referral pathway drafted
- Subspecialty-waitlist rule set so ads pause automatically when each subspecialty fills
An 18-month private-paediatric waitlist isn't a sign of success. It's the market telling you that the marketing is too broad, the GP referrals are unfocused, and the mix on your calendar is whatever turned up rather than the subspecialty work you trained for. The win isn't more enquiries. The win is the right enquiries, at the right Medicare item, with a GP-referral pipeline that knows what you actually want to see, and a waitlist that the families you most want to help can realistically wait through.
Agencies are too dear to actually run the subspecialty page library and the GP-referral work for $3.5k a month, and most don't know the AHPRA paediatric advertising rules well enough not to put your FRACP registration in front of the Medical Board. Tools are cheap but you still draft the developmental-paediatrics page on a Sunday night between Monday's consults. In-House is the third option: for $299 a month the agents ship the pages, draft the parent education, fix the GP-referral pipeline, and quietly switch the broad funnel on and off as the calendar fills. You stay in the driver's seat, AHPRA-compliant by construction, two taps to approve.