About The Praxis Collective
The marketing agency that speaks your profession's language
Why we exist
Healthcare practitioners are experts in patient care — not in Google's algorithm, the Therapeutic Goods Advertising Code, or AHPRA's Guidelines for advertising a regulated health service. Yet the practices that grow are the ones patients can find, trust and book. That gap is where clinics get stuck: they know they need marketing, but the agencies pitching them don't understand the rules, and the risk of getting it wrong feels bigger than the reward of getting it right.
We founded The Praxis Collective to close that gap. We are a marketing agency that works exclusively with medical and allied health providers, so compliance isn't a box we tick at the end — it's the foundation everything is built on.
What makes us different
Most agencies treat a dental clinic like a plumber and a psychology practice like a café. We don't. We understand the difference between an AHPRA-registered profession and a self-regulated one, between a service you can promote freely and a prescription-only product you legally cannot advertise to the public. We know why a testimonial that would be gold for any other business is a breach for yours.
Healthcare-only focus — every strategist, writer and campaign manager works in this sector daily
Compliance-first process — AHPRA and TGA review is built into every deliverable, not sold as an add-on
Full-service capability — strategy, search, paid media, websites, branding, content and reputation under one roof
Patient-outcome mindset — we measure success in booked appointments, not vanity metrics
Genuinely local — we understand the Australian regulatory and healthcare landscape because it's all we do
Compliance isn't the ceiling. It's the starting point.
Most clinic owners have had the same experience. You brief an agency. The work comes back looking beautiful and reading like a breach. So you water it down, or you don't run it at all, and you're back to relying on word of mouth while the clinic down the road fills its books.
The problem was never that the rules are too tight. It's that generalist agencies don't understand them, so they either write something risky or write nothing worth reading.
We start from the regulations, not around them. Then we build campaigns that actually bring patients through the door.
Hi, I'm Chloe McGrath.
I've spent over a decade marketing in one of the most tightly regulated categories in the country.
Eight of those years have been at the helm of The Aesthetic Collective, the agency I founded to help cosmetic and aesthetic clinics grow without falling foul of AHPRA and TGA advertising rules. In that time my team and I have built brands, websites, social strategies and paid campaigns for clinics and practitioners around Australia, every asset written to convert, every asset written to comply.
That work taught me something that applies well beyond aesthetics. In regulated healthcare, compliance and growth are not opposing forces. The clinics that grow fastest are the ones that can say something meaningful and defensible at the same time. Getting there takes an agency that has read the guidelines, watched them change, and knows exactly where the line sits.
The Praxis Collective is that expertise, brought to the wider medical and allied health sector. Same standards. Same obsession with the fine print. A broader group of practitioners who deserve marketing built for how they actually work.
A partnership, not a supplier
We don't hand over a templated plan and invoice monthly. We learn your practice, your patient mix, your referral pathways and your risk appetite, then build from there.
Who we work with
From single-practitioner allied health clinics to multi-site medical groups, we partner with GP clinics, dental practices, physiotherapists, psychologists, medical weight-loss and medicinal cannabis clinics, peptide clinics, pharmacies and the full breadth of allied health. If you provide care in Australia, we can help you grow it responsibly.
Our promise
We will never put your registration at risk to chase a short-term result. Every campaign we run is designed to get more of the right patients through your door while keeping you firmly on the right side of the guidelines. That's the balance generalist agencies can't strike — and it's the only way we work.
Regulated-sector specialists
Over a decade working exclusively inside Australia's most heavily regulated marketing categories. We know AHPRA's advertising guidelines and the TGA's therapeutic goods advertising requirements because they shape every piece of work we produce.
Compliance built in, not bolted on
Every website, ad, caption and email is written to meet the rules the first time. No scrambling after a complaint. No rewriting a campaign a week before launch.
Patients, not just impressions
Compliance is the standard, not the outcome. We measure our work by enquiries, bookings and retained patients.
A team that speaks clinical
We can talk scope of practice, referral pathways and practice management with your team, and translate all of it into language a patient will actually respond to.