Scroll through Instagram or TikTok and you’ll find physios everywhere – demonstrating exercises, sharing recovery tips, and giving a glimpse into life behind the clinic doors. Social media has become the new waiting room, where patients go to check your credibility long before they book an appointment. Used well, these platforms can help physiotherapists educate, connect with peers, and build trust with new audiences. But they can just as quickly create professional headaches. A friendly post might unintentionally breach AHPRA’s social media guidance, or a well-meaning testimonial could cross the line when it comes to advertising. The good news? You don’t have to avoid social media. We explore how Australian physiotherapists can grow their professional presence online, without risking their reputation.

Before you hit “post,” it’s worth knowing what the Australian Health Practitioner Regulation Agency (AHPRA) expects from health professionals online.

Advertising: Under Section 133 of the Health Practitioner Regulation National Law, it’s illegal to use advertising that is false, misleading, or deceptive.

• No guarantees or promises: “If advertising includes a list of health conditions and makes claims to effectively ‘treat’ or ‘help’ those conditions, the advertising should also make it clear how the treatment helps each condition listed. This includes that it is supported by acceptable evidence, or the claims may be considered false, misleading or deceptive advertising.”
• Testimonials or reviews: “Advertising that uses patient stories, patient journeys, or anecdotes from the advertiser about the personal benefit or outcome obtained from treatment may create an unreasonable expectation of beneficial treatment as the outcomes experienced by one person do not necessarily reflect the outcomes that other people may experience.”
• Before-and-after images: “Care should be taken when using visual representations in advertising of regulated health services to ensure they don’t create an unreasonable expectation of benefit, as outcomes experienced by one person may not reflect those of others. Advertising may breach the National Law if it’s unclear how the treatment caused the benefit shown, or if images have been edited or enhanced.”

Think of every post as a mini advertisement for your profession. AHPRA isn’t trying to stop you from being visible – they just want to ensure the information you share is truthful, verifiable and respectful of patient confidentiality. Being across the rules means you can post confidently, knowing your digital presence reflects both your expertise and your ethics.

Social media blurs the line between personal and professional more than ever. What feels like a friendly interaction can sometimes cross professional boundaries without you even realising it.

Accepting a patient’s friend request, replying to their comment about their injury, or posting a light-hearted clinic selfie – all seem harmless. But these small actions can unintentionally shift the relationship from therapeutic to social.

The Physiotherapy Board of Australia’s Code of Conduct emphasises maintaining clear professional boundaries, both in person and online. Connecting with patients on personal accounts, for example, can blur those lines.

• Separate personal and professional accounts: Use your personal profiles for family and friends, and your professional pages for patient education and clinic updates.
• Avoid direct messaging patients: Keep communication through official clinic channels or secure practice management systems.
• Be mindful of your tone and content: Sharing your hobbies or humour can humanise your brand, just make sure it aligns with your professional image.
• Never discuss patient details online: Even “de-identified” stories can sometimes be traced back.

Patients often view your online behaviour as an extension of your clinical ethics. A thoughtful, well-managed social media presence shows you care about professionalism, privacy and trust. Here’s what works well:

• Educational content: Explain conditions, demonstrate stretches, or provide ergonomic advice.
• Myth-busting posts: Counter misinformation with evidence-based explanations.
• Professional milestones: Share achievements, conferences, or new qualifications.
• Community involvement: Highlight local health events or charity initiatives.
• Infographics and videos: Use visuals to make complex information easy to understand.

Rule of thumb: If your post educates or inspires without promoting yourself directly, it’s probably compliant.

Each platform offers something different, and when used strategically, they can help you build credibility and connect with both peers and patients.

LinkedIn is your digital CV:

• Share professional insights: Post about new physiotherapy research or treatment techniques.
• Engage thoughtfully: Join evidence-based discussions and contribute your expertise.
• Highlight achievements: Showcase presentations, case studies, or leadership roles.
• Stay factual: Link to reputable sources like the Australian Physiotherapy Association (APA) when referencing research.

Instagram helps you humanise your brand:

• Demonstrate expertise: Share short videos or carousel posts with practical tips.
• Use disclaimers: Add a line like “This information is general and not a substitute for individual assessment.”
• Be personable, not personal: A glimpse of clinic life is fine, but protect privacy.
• Educate through captions: Pair visuals with simple explanations that help patients understand the “why” behind what you do.

TikTok can be a fantastic way to reach younger audiences:

• Join trends thoughtfully: Use popular trends to share genuine physiotherapy insights.
• Keep humour professional: Avoid jokes that trivialise conditions or treatments.
• Back your claims: Use facts and link to credible sources in your captions.
• Show personality: Friendly, informative, and relatable wins every time.

Whichever platform you use, your social media should reflect the same values you bring to your clinical work: professionalism, empathy and integrity. You don’t need to sacrifice creativity to stay compliant. Building an influential online presence as a physiotherapist is absolutely possible, as long as you understand the rules and apply a few simple safeguards.

AHPRA’s Advertising Checklist is a great tool for double-checking your content before you post.