Practitioner profile system
A structured, factual profile, registration, qualifications, areas of practice, built to the same evidence standard as everything else on the site.
Registered qualifications and areas of practice, stated plainly.
Specialist and multi-disciplinary practices.
A specialist referral runs on trust in credentials, not a marketing claim. The rules here reward the same thing a referring GP or a self-paying patient is actually looking for: a neutral, verifiable professional record.
The referral and patient-research journey
A referring GP checks a specialist's registered qualifications and area of practice before sending a patient. A self-paying patient researching a condition does the same thing, just later in the process. Neither is persuaded by a superlative, both are persuaded by a credential they can verify and a clear explanation of the condition.
Condition education, not comparison
Condition and referral-pathway content written for search and AI citation, without ever framing one specialist as better than another.
Never comparative superiority.
Referral routing that actually responds
A referral intake system that routes and responds quickly, since a slow response is often the real reason a referral doesn't convert.
Referral response time is a reportable metric.
The context shapes the work.
MAB Advertising Guidelines for Healthcare Facilities and Services, MAB 3/2023
Prior approval
Healthcare facility and service advertisements generally require Medicine Advertisements Board (MAB) approval unless exempted.
HCSAR
Testimonials
Reviews, testimonials and endorsements are prohibited in advertising, with limited Reg 14 exceptions, this includes screenshotting Google reviews.
HCSAR
Superlatives
"Best", "leading", "most advanced", "number one" are prohibited, including as visual banners.