The Top 10 Mistakes Surgeons Make on Their Website (And How to Fix Them)
A surgeon’s website must provide accurate, compliant, and informative content to help patients make informed decisions.
However, many websites contain errors that breach AHPRA regulations, mislead patients, or fail to establish trust. Non-compliance can result in fines of up to $60,000 for individuals and $120,000 for corporations, making it essential to follow clear advertising guidelines.
In this article, we’ll break down the 10 most common mistakes surgeons make on their websites and how you can correct them while still attracting and educating patients.
1. Using Patient Testimonials Incorrectly on Your Website
AHPRA prohibits the use of testimonials that reference clinical care, treatment outcomes, or practitioner skills. This rule ensures that patient decisions are based on factual information rather than subjective opinions.
Don'ts
- Display Google Reviews or patient testimonials directly on your website.
- Publish patient stories that mention procedures or medical outcomes.
Do's
- Link to external Google Reviews without filtering or featuring selected feedback.
- Use anonymous survey data (e.g., "98% of patients report a positive experience with our clinic").
Example:
- Non-Compliant: “Dr. Smith is the best! My surgery was perfect.”
- Compliant: “We are rated 4.9/5 on Google. Click here to read patient feedback.”
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2. Misusing the Title “Surgeon”
The term “surgeon” is legally restricted in Australia. Only doctors with specialist registration in surgery, obstetrics and gynaecology, or ophthalmology can use it.
Using this title incorrectly can mislead patients about qualifications.
Don'ts
- Call yourself a “cosmetic surgeon” unless AHPRA recognises your specialty.
- Use titles or credentials that imply surgical expertise outside of approved qualifications.
Do's
- Use AHPRA-approved titles (e.g., “Specialist Plastic Surgeon” instead of “Cosmetic Surgeon”).
- Clearly list qualifications and recognised certifications from official medical bodies.
Example:
- Non-Compliant: “Dr. Smith is a leading cosmetic surgeon.”
- Compliant: “Dr. Smith is a Specialist Plastic Surgeon, certified by the Royal Australasian College of Surgeons.”
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3. Making Unrealistic Claims About Surgical Results
Surgical outcomes vary between patients, and AHPRA prohibits misleading claims about expected results. Phrases that guarantee success or minimise risks are not compliant.
Don'ts
- Guarantee a specific outcome (e.g., “This surgery will make you look younger”).
- Suggest procedures have no pain, risk, or recovery time.
Do's
- Use factual, evidence-based statements (e.g., "Results depend on individual anatomy and healing factors").
- Disclose potential risks and recovery timelines.
Example:
- Non-Compliant: “Facelifts always create a youthful appearance.”
- Compliant: “A facelift can improve facial contours, but results vary based on individual factors.”
4. Listing Conditions Without Scientific Support
Medical claims must be scientifically supported and within a practitioner’s scope of practice. Unverified claims can mislead patients and lead to regulatory penalties.
Don'ts
- Claim to “treat” conditions without strong peer-reviewed evidence.
- List conditions outside your approved medical specialty.
Do's
- Use neutral language, such as “manage” instead of “treat.”
- Ensure all claims are backed by reputable medical research.
5. Failing to Disclose Risks and Complications
AHPRA requires all potential risks and complications to be clearly stated. Downplaying risks or failing to mention recovery expectations is non-compliant.
Don'ts
- Advertise surgeries as completely safe or without complications.
- Omit information about possible side effects or healing timelines.
Do's
- Clearly outline common risks for each procedure.
- Encourage patients to book consultations to discuss individual concerns.
Example:
- Non-Compliant: “Liposuction is 100% safe with no downtime.”
- Compliant: “Liposuction is a commonly performed procedure, but risks include bruising, swelling, and numbness.”
6. Misusing Before-and-After Photos
Before-and-after images must be accurate, unedited, and used with patient consent. Failing to disclose that results vary is a breach of AHPRA guidelines.
Don'ts
- Edit or enhance photos to make results appear more dramatic.
- Use patient images without documented consent.
Do's
- Display unaltered images with a clear disclaimer.
- Inform patients that results depend on individual healing and anatomy.
Example Disclaimer:
"Results vary based on individual skin elasticity, healing response, and anatomy."
7. Discrediting Other Surgeons
AHPRA prohibits negative comparisons between surgeons. Websites should focus on highlighting expertise rather than implying that other professionals are less skilled or outdated.
Don'ts
- Claim that other surgeons use outdated methods or achieve worse results.
- Suggest that your approach is the only effective or safest option.
Do’s
- Emphasise your own qualifications, techniques, and experience.
- Explain your methods without comparing them to other professionals.
Example:
- Non-Compliant: “Other surgeons still use traditional techniques, but I offer the latest and best facelift method.”
- Compliant: “I specialise in modern facelift techniques designed for natural-looking results and optimal recovery.”
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8. Encouraging Unnecessary Procedures
AHPRA prohibits promoting elective procedures as necessary for health, happiness, or self-worth. Marketing should be educational, not persuasive.
Don'ts
- Imply that a procedure is required to improve self-confidence or quality of life.
- Use fear-based messaging to encourage unnecessary treatments.
Do’s
- Provide factual, neutral information on when a procedure may be beneficial.
- Encourage patients to seek personalised medical advice before deciding on surgery.
Example:
- Non-Compliant: “If you’re unhappy with your appearance, this surgery will give you the confidence you need.”
- Compliant: “Some patients consider this procedure to enhance their appearance, but results vary. A consultation can help determine if it’s right for you.”
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9. Running Non-Compliant Paid Ads
AHPRA requires paid advertising for medical services to be factual and unbiased. Advertisements must not include emotional triggers, guarantees, or patient testimonials.
Don'ts
- Use before-and-after photos or testimonials in paid ads.
- Promise specific or guaranteed results.
Do’s
- Ensure ads are informative and focus on patient education.
- Encourage consultations rather than promoting specific procedures.
Example:
- Non-Compliant: “Get the body of your dreams—Book your surgery now!”
- Compliant: “Considering body contouring? Book a consultation to discuss your options with a specialist.”
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10. Using Fear-Based Marketing
AHPRA bans scare tactics that pressure patients into making medical decisions. Websites must focus on providing balanced information rather than creating a sense of urgency.
Don'ts
- Suggest that without surgery, a patient’s condition will worsen.
- Use phrases that create pressure or urgency.
Do’s
- Use neutral, fact-based language to describe conditions and treatment options.
- Encourage patients to seek professional advice rather than pushing immediate action.
Example:
- Non-Compliant: “If you don’t get rhinoplasty soon, your breathing issues will only get worse!”
- Compliant: “Rhinoplasty may improve nasal breathing for some patients. A consultation can help assess whether surgery is suitable for your condition.”
Conclusion
AHPRA compliance is essential for a surgeon’s website to be legally sound, informative, and professional. Avoiding these mistakes ensures that content remains transparent, trustworthy, and in line with regulatory requirements.
Key Takeaways
- Maintain transparency – Use factual, compliant language and avoid misleading statements.
- Focus on patient education – Provide neutral, evidence-based information without promotional tactics.
- Ensure compliance – Follow AHPRA guidelines to avoid fines, legal risks, and reputational damage.
Need an AHPRA-compliant website? Contact Wolf IQ today.
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