Three options. Only one actually works for your business.
Reconstructive and cosmetic are two different businesses. The marketing has to do both.
A plastic surgeon's practice is structurally two businesses on one ABN: a Medicare-eligible reconstructive practice (post-mastectomy breast reconstruction Item 45530, post-burns reconstruction, cleft lip-and-palate Item 45669, skin cancer excision, congenital deformity) that runs on GP, oncologist and dermatologist referrals through public-hospital appointments and private rooms, and a cosmetic practice (rhinoplasty, breast augmentation, abdominoplasty, facelift, liposuction) that runs on direct-to-consumer acquisition and now sits under the post-July-2023 AHPRA cosmetic surgery advertising rules. The marketing problem is harder than it looks: the reconstructive page library has to demonstrate genuine clinical depth, hospital affiliations, MDT participation, and Medicare-rebate transparency to build the referral pipeline. The cosmetic page library has to comply with the 2023 reform (no before-and-afters, no testimonials, no influencer endorsements, mandatory 7-day cooling-off, mandatory GP referral). Most plastic surgery marketing does one of these well and the other badly, and most agencies don't know the difference between an FRACS Plast and an AHPRA cosmetic endorsement.
Good plastic surgery marketing is two clearly separated page libraries running in parallel. The reconstructive library covers post-mastectomy breast reconstruction (with the Medicare Item 45530 detail, BreastScreen referral pathway, DIEP-vs-implant explainer), skin cancer excision and reconstruction (melanoma Mohs-pathway awareness, BCC/SCC management), post-burns reconstruction, congenital cleft lip-and-palate (paediatric Item 45669, Royal Children's Hospital pathway), and trauma reconstruction. Each page is written for both the patient and the referring GP, oncologist or dermatologist, with the credentials, the MDT participation, and the Medicare-rebate-eligibility surfaced. The cosmetic library covers rhinoplasty, breast augmentation, facelift, abdominoplasty, liposuction, brow lift, eyelid surgery with full post-July-2023 AHPRA compliance: no before-and-afters, no testimonials, no influencer content, 7-day cooling-off disclosed, mandatory GP referral surfaced, indicative price bands ($25K-$60K), realistic recovery timelines, full informed-consent process. Both libraries are anchored by the FRACS Plast credential and the ASPS / ASAPS membership.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around the two parallel businesses (reconstructive and cosmetic), the referrer pipeline that drives the reconstructive side, and the post-2023-compliant acquisition that drives the cosmetic side. Briefs the other agents so the reconstructive pages target GPs and oncologists, the cosmetic pages target informed-consent direct-to-consumer, and the FRACS Plast credential is unmissable everywhere.
Imports your existing site, splits it into two clearly separated page libraries (reconstructive with Medicare-rebate detail, cosmetic with full post-July-2023 AHPRA compliance), surfaces the FRACS Plast credential everywhere, and builds the downloadable referrer PDFs for GPs, oncologists and dermatologists.
Owns whether you appear for both reconstructive searches ('breast reconstruction [city]', 'skin cancer reconstruction [city]') and cosmetic searches ('rhinoplasty [suburb]', 'facelift [city]'). MedicalProcedure schema with the right disclosures for each library (Medicare-rebate detail for reconstructive, AHPRA cosmetic disclosures for cosmetic). Auto-applies low-risk fixes, flags AHPRA territory.
Runs two parallel ad strategies: reconstructive ads targeted at GP, oncologist and dermatologist referrer IP ranges and direct-patient searches for Medicare-eligible reconstructive procedures, plus post-2023-compliant cosmetic ads for the private practice. No before-and-afters, no testimonials, no influencer reposts on the cosmetic side. The reconstructive side runs under standard medical-procedure rules with the Medicare-rebate eligibility highlighted.
Posts evidence-based content in your real accounts across both tracks: LinkedIn-led referrer content for the reconstructive side (MDT explainers, breast-reconstruction-timing discussions, melanoma-Mohs handover), Instagram-led patient-education content for the cosmetic side (informed-consent process explainers, 7-day cooling-off explainers, recovery-week timelines). No patient images for surgical procedures on either side.
Drafts the long-form pieces that build authority across both libraries: 'choosing between DIEP and implant-based breast reconstruction', 'what to expect from skin cancer reconstruction with a plastic surgeon', 'the difference between an FRACS Plast and an AHPRA cosmetic surgeon', 'what the 2023 AHPRA cosmetic surgery reform actually changed'. Two drafts a fortnight, evidence-based, in your voice.
Your first 30 days.
- Existing site imported, hosting torn down; the existing consult CRM stays untouched
- Two-track plan set by Sam: Medicare-rebated reconstructive pipeline plus private cosmetic acquisition under post-2023 AHPRA rules
- Reconstructive page library built out: post-mastectomy breast reconstruction (Item 45530), skin cancer excision-and-reconstruction, burns reconstruction, cleft lip-and-palate (Item 45669), congenital deformity, trauma reconstruction
- Cosmetic page library audited and rebuilt under the post-July-2023 AHPRA rules: rhinoplasty, breast augmentation, facelift, abdominoplasty, liposuction, brow lift, eyelid surgery
- FRACS Plast credential and ASPS / ASAPS membership surfaced on every surgeon's bio page and procedure page
- Downloadable referrer PDFs for GPs, oncologists and dermatologists drafted and emailed to the top 20 local referrers
- Hospital affiliations and cancer-MDT participation surfaced on the about-the-practice page
- Evidence-based content cadence queued in the surgeon's voice across LinkedIn (referrer-led) and Instagram (patient-education-led)
A plastic surgery practice is structurally two businesses on one ABN, and the marketing job is to do both properly without letting one trip the other. The reconstructive side runs on referrer-built pipelines, Medicare-rebate transparency, hospital affiliations, MDT participation, and clinician-facing content that demonstrates depth. The cosmetic side runs on informed-consent direct-to-consumer acquisition, post-July-2023 AHPRA compliance, the FRACS Plast credential differentiator, and a higher price point than the AHPRA cosmetic-endorsement practices charge. Both sides need their own page library, their own ad strategy, their own social cadence, their own rule set. Almost no practice gets this right.
Agencies are too dear and most don't know the difference between an FRACS Plast fellowship and an AHPRA cosmetic endorsement. Tools are cheap but the referrer PDFs and the dual-library architecture never get built. In-House is the third option: for $299 a month the agents build both libraries, surface the FRACS Plast credential everywhere, run the referrer pipeline, and keep the cosmetic side compliant with the post-2023 reform. Two taps to approve, minutes a day, no agency lock-in.