IdlewoodsAd creative · Aug
Testimonials are prohibited in Australian health advertising. Before-and-after images now have to meet conditions most clinic photography cannot. In the UK, botulinum toxin is a prescription-only medicine and cannot be advertised to the public at all. Arcato builds the feed that is left — education, credentials, the consultation, aftercare — as one system, £1,200 a month, everything agreed in writing.
Scroll almost any clinic account and you will still find the same three things: a testimonial, a before-and-after, and a drug brand name. Two of those are now conditional and one of them is not allowed at all. Being first to a compliant format is a real advantage, not a compromise.
The National Law specifically prohibits testimonials, or purported testimonials, in advertising a regulated health service. That includes patient stories and success narratives — and AHPRA holds the practitioner responsible for what an influencer or ambassador posts on their behalf.
Genuine images of the same patient. Matched lighting, angle and background. No editing, no filters, no retouching. Timing of the after image stated. The before image at least as prominent. A clear warning that the outcome applies only to that patient. Separate, documented consent, and no naming the patient or linking their account.
Botulinum toxin injections are prescription-only medicines and, in the ASA’s words, cannot be advertised to the public. That rules out the brand name, the offer, the price and the promotion — on the grid, in stories and in paid ads alike.
None of this stops a clinic marketing itself. It stops a clinic marketing itself the lazy way. The clinics that adapt first end up with a feed that reads as clinical confidence — which is what a booking decision actually turns on.
This is the engine we build in month one. Every asset for the rest of the year comes out of it, which is why the feed stops drifting.
How the thing actually works, drawn properly. Collagen, healing timelines, why an area behaves the way it does. Educational content is the format the rules leave wide open, and it happens to be the most saved.
Step by step, from the door to the follow-up. Removes the single biggest reason a nervous first-timer never books.
Register number, accreditation, insurer, training, years in practice, who actually holds the needle. Compliant by construction, and more persuasive than a five-star quote.
The most trusted post a clinic can publish is the one about who you turn away. It signals judgement, and judgement is what people are shopping for.
What to expect, what is normal, when to call. Reduces your phone load and doubles as the content that keeps existing patients on the account.
The seven-day pause, the paperwork, the right to change your mind. Regulatory obligation turned into a piece of brand.
Thirteen frames: the Aurelle system with its compliance guardrails printed on the board, four Reel covers your front desk can rebuild weekly, and one consultation offer written two ways — both of them inside the rules. Tap any frame to see it full size.
Nothing here yet.
Self-initiated studio work. Concept clinic, real system — every frame drawn, set and rendered here. See all 134 pieces →
These twelve films were produced for property clients in a studio role — not for clinics. They are here because the craft is what transfers: the grade, the pacing, the discipline of holding a message inside nine seconds of 9:16. Clinic Reels are cut to the same standard.
One number, billed on the 1st, cancel with 30 days’ notice. No setup fee, no per-asset creep, and no separate invoice the month you finally want video.
| Arcato — creative dept. | UK clinic marketing agency | Global design subscription | |
|---|---|---|---|
| Monthly | £1,200 / A$2,200 | £800–2,500 | £390–3,900 |
| Reels | 8 included | Around 4, brand and site quoted separately | Usually excluded entirely |
| Knows the rules | Built around AHPRA & ASA | Varies a lot | No |
| Knows your sector | Clinics and property only | Often clinics | Generalist by design |
| How you reach us | Written, same working day | Account manager, calls | Ticket queue |
UK clinics spend roughly 8–14% of revenue on marketing, and creative gets refreshed every two to four weeks — this is structurally a monthly cost, not a project. Pricing it as a retainer is the honest way to sell it.
If yours is not here, put it in the brief below and you will get an answer today.
No. We do not write clinical or outcome claims — that copy has to come from you or your clinical lead. What we do is set it properly, build layouts that leave room for the warnings and qualifiers the rules require, and flag anything that reads like a testimonial or names a prescription-only medicine before it ever goes near your feed.
In Australia, only if they meet AHPRA's conditions: genuine unedited images of the same patient, matched for lighting, angle and background, with the timing of the after image stated, the before image given at least equal prominence, a clear warning that the outcome shown applies only to that patient, and separate documented consent. In the UK the ASA allows them for non-prescription treatments within its rules. We build layouts that hold all of that — and, more usefully, a content system that does not depend on them.
Never, in UK public-facing advertising. Botulinum toxin is a prescription-only medicine and the ASA's position is that it cannot be advertised to the public at all. The system is built to talk about consultations, assessment and areas of concern instead, which is where the enquiries come from anyway.
No. Arcato is a design studio, not a regulatory adviser. We design to the published AHPRA guidelines and ASA/CAP rules and we will tell you when something looks wrong — but final responsibility for what your clinic advertises sits with the registered practitioner.
No, deliberately. Everything is handed over sized, captioned and ready to schedule. You publish. Your account and your patient data stay entirely under your control.
Yes — and the credentials layout in every system is built around exactly those marks: register numbers, accreditation logos, insurer, training and the practitioner's actual qualification, laid out so it reads as reassurance rather than clutter.
Not in the same town or postcode district. One clinic per catchment at a time, written into the agreement.
You own everything from the first invoice; editable source files are handed over at the end of every month. Payment is bank transfer in GBP, AUD or USD. Retainers are billed on the 1st, Net 15, cancel with 30 days' notice.
Prefer plain email? chirag@arcatoagency.com
Your email app should have opened with everything filled in. If it did not, copy the brief and email it to chirag@arcatoagency.com.