A 30-second video can do something a search ad can't: show a stranger what an osteopath does. For a profession that many people can't quite define, that may be the most useful thing Facebook and Instagram offer a clinic.
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Search demand tells us the education gap is real: 1,300 searches a month ask what an osteopath is. Meta lets you answer that question for local people who haven't got around to asking, using a real practitioner in your real clinic. We don't currently have an osteopathy client. This is the plan we would run, based on the research below.
It won't replace local SEO or Google Ads for most clinics. It can, though, turn "I've heard of osteo" into "I know the clinic on the corner", and it gives remarketing something to work with.
One job at a time, with a local radius and creative from your own clinic.
Your practitioner on camera: what an osteopath does, what a first appointment involves, and when you would refer someone on. Captions on, hook in the first few seconds.
Meta treats near-identical ads as one idea. We would test a few genuinely different angles, like the appointment walkthrough, meeting the team and common questions.
"Sick of your sore back?" implies a personal health condition. "How osteopaths work with desk workers" talks about a topic, not the viewer.
Visitors and video viewers go into one audience, with no condition-based segments, if Meta's health classification allows matching for your site. Roughly 100 people are needed before remarketing will deliver.
A booking link or short form, with terms stated on any first-visit offer, and a clear plan for who follows up.
Meta's numbers tend to run higher than GA4's. We compare Meta, GA4 and your booking system, and report the difference.
From DMT's Meta campaigns for Transform Orthodontic Care, November 2023 to November 2025. Different field, so these are lessons, not forecasts.
A health insurance Reel reached 49,970 accounts and earned one link click. An osteopath's explainer video would need a different measure of success, such as viewers who then visit through remarketing.
A Christmas campaign delivered 1,516 landing page views at $0.82 and reached 113,991 accounts. That's one campaign, but clicks to a useful page don't have to be expensive.
One small remarketing audience of 2,332 saw the ads 23.8 times on average. Small local audiences are easy to exhaust, so budget and creative have to match.
Patient stories are appealing on video and are the first thing to avoid. Ahpra's rules prohibit testimonials about clinical care, and they also prohibit misleading claims and unreasonable expectations of benefit. A practitioner explaining their approach is fine, but "this cured my migraines" isn't. Before anything goes live we review the script, and we check for any wording Meta's AI features have added. Those features stay off unless you approve them in writing.
Keyword and ranking figures: Semrush Australian database, checked 6 November 2026. Volumes, difficulty scores and click prices are Semrush estimates, and click prices are shown in US dollars. Rankings are a national snapshot, so local results will differ. Advertising rules: Ahpra advertising guidelines.
Not necessarily. Clear audio, good light and a practitioner who speaks naturally often do the job for a local clinic. We would give you a script and shot list, then check it against Ahpra's rules.
Yes, if the terms and conditions are stated in the ad, as Ahpra's rules require for inducements. We would also check that the offer doesn't encourage unnecessary treatment.
When the clinic is already full, the website can't take bookings, or the budget can't support both video and remarketing. In those cases, SEO or Google Ads should come first.
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