Marketing Strategy for
Psychology and Mental Health Practices

The environment

Private practice psychology operates in a particularly complex environment: Medicare-funded sessions sit alongside fully private fee appointments, telehealth has permanently expanded the geographic catchment, and the referral pathway through GPs creates a two-audience marketing problem: patients and the practitioners who refer them.

Medicare Better Access: what changed in November 2025

From 1 November 2025, eligible clients can only receive Medicare benefits if they have a Mental Health Treatment Plan and referral either from a GP at a client's MyMedicare registered practice, or their usual medical practitioner. This change, designed to improve continuity of care, tightens the relationship between patients, their GP, and their treating psychologist.

For psychology practices, this reinforces the importance of strong GP referral relationships. Patients moving through the Better Access pathway now have a clearer route via their registered GP practice. Psychology practices that have invested in GP communication and referral networks are better positioned in this environment than those relying primarily on direct patient enquiry.

Through Better Access, eligible patients can claim a Medicare benefit for up to 10 individual and 10 group therapy mental health treatment services per calendar year. Clear communication to prospective clients about how Better Access works, what out-of-pocket costs to expect, and what the referral process involves, reduces friction at the point of first contact and supports conversion from enquiry to booked appointment.

AHPRA compliance in psychology marketing

Psychology marketing carries specific title protection requirements. Area of practice endorsements such as 'Clinical Psychologist' or 'Forensic Psychologist' should be included accurately. Terms like 'specialist psychologist' or 'expert in...' are not recognised under AHPRA and may be misleading. If using 'Dr', practitioners must clearly identify their profession to avoid any implication of being a medical doctor.

For group practices, each staff member's qualifications and roles must be clearly identified, and the distinction between psychologists and other allied professionals such as counsellors or provisional registrants must not be blurred.

These requirements are not just compliance obligations. They are a trust signal. Practices that communicate credentials clearly and accurately build more durable patient relationships than those that rely on vague authority claims.

The telehealth opportunity

Telehealth for psychology services was made permanent following the pandemic period. This has meaningfully changed the competitive geography for psychology practices: a practice in Melbourne can now reach clients in regional Victoria, and the reverse is equally true. Clear positioning and strong online presence matter more than ever in this context.

What I can support

• Positioning and messaging strategy for psychology and mental health practices
• GP and referrer engagement strategies aligned with the post-November 2025 Better Access pathway
• Website and content strategy that communicates credentials clearly and supports patient enquiry
• AHPRA-compliant content frameworks for social media, email and digital channels
• Marketing direction for practices managing growth, associate expansion, or telehealth model development