GPs Urged to Embrace Digital Presence as Healthcare Moves Online
29 May 2026
At the RACGP Practice Owners Conference in Sydney, experts discussed how social media, online search and artificial intelligence are now shaping how Australians look for healthcare.
Digital marketing specialist Kate Toon told the conference that general practices should consider themselves a “brand”, as patients increasingly search online before deciding which GP to visit.
She said many people now use Google, social media and even AI tools to compare doctors and practices, including checking reviews, services and how easy it is to book appointments.
Speakers warned that patients often form opinions about a practice before stepping inside, based on what they see online.
GPs on the panel agreed that while marketing is not something they were taught in medical training, there is growing pressure to be more visible and accessible in digital spaces.
They said large organisations often have stronger marketing reach, while smaller practices can struggle to be seen online.
Another session at the conference focused on social media and misinformation, particularly among younger Australians who are increasingly turning to influencers and AI tools for health advice.
Experts said patients may be influenced by online content around weight loss, supplements and lifestyle trends, which can sometimes spread misleading information.
They also noted that some people turn away from medical advice after feeling dismissed in healthcare settings, highlighting the importance of communication and trust in consultations.
Speakers encouraged GPs to engage with patients using clear, respectful communication and to be aware of how health information spreads online.
They said while doctors do not need to become influencers, being aware of digital trends and guiding patients towards reliable information can help improve trust and understanding in healthcare.
GPs Urged to Embrace Digital Presence as Healthcare Moves Online
Source: RACGP newsGP