New Bulk-Billing Incentives: Marketing Guide To Take Advantage for Bulk Billing & Non Bulk-Billing Practices

From 1 November 2025, new government incentives reshape how general practices are funded for bulk-billing.

Neither full bulk-billing nor private-fee (mixed-billing) is inherently the “best” model, what matters is alignment with your clinic’s unique goals, patient demographics, and long-term business strategy. Once that decision is made, your patient marketing, pricing, and operational strategies should be built around it, ensuring your messaging, website, and patient communications all consistently reflect your chosen direction.

Key updates:

• The higher bulk-billing incentive (BBI) now applies to all Medicare-eligible patients, not just concession-card holders and children under 16.
• A new Bulk-Billing Practice Incentive Program (BBPIP) offers an extra 12.5% payment to practices that bulk bill all eligible services for all eligible patients.
• Clinics must display specific signage and keep their public listings accurate to participate.
• The reforms form part of a $7.9 billion Medicare package aimed at expanding access and reducing patient out-of-pocket costs.

These changes affect both fully bulk-billing and mixed/private-fee clinics — not only financially but also in how they communicate, position, and market themselves.

For Clinics That Are Not Fully Bulk-Billing (Mixed-Billing or Private-Fee)

Even though you may not participate in the new BBPIP scheme, there are strong marketing strategies to remain competitive through positioning, patient education, and digital marketing.

1. Re-position Your Clinic Around Value, Time and Quality
With “free GP visits” being widely publicised, many patients will expect bulk-billing everywhere. You’ll need to differentiate beyond price.
Emphasise quality of care, continuity, and experience. Highlight benefits like longer consults, proactive management, and seeing the same doctor each visit.

Update your value proposition across your website and social channels:
“We take the time to listen and provide comprehensive care, not quick visits.”
Create a “Why We Charge a Gap Fee” page explaining that your pricing supports quality care and longer appointments.
Include testimonials such as “Worth every cent – my GP actually listens.”

2. SEO Strategy – Build Authority and Transparency
Optimise for “mixed-billing” and service-based keywords rather than bulk-billing terms.
Key phrases include:

• Mixed-billing GP [Suburb]
• Private GP [Suburb]
• Longer consult GP [Suburb]
• Comprehensive family doctor [Suburb]

Publish informative, trust-building blogs to educate patients:

• What Medicare Covers – and What It Doesn’t (Explained Simply)
• The Real Difference Between Bulk-Billing and Mixed-Billing Clinics
• Why Our Practice Focuses on Time, Quality and Results

Each blog should link internally to your Appointments and Fees pages.

3. Google Ads Strategy – Focus on Quality Leads, Not Volume
The new incentives will increase search traffic for “bulk-billing GP,” but that doesn’t mean those are the best patients for your model.

Re-focus campaigns on intent-driven searches like:

• Family GP [Suburb]
• Women’s health doctor [Suburb]
• Men’s health clinic [Suburb]
• Private GP appointments

Use ad extensions to highlight benefits such as longer consultations, experienced doctors, and modern facilities.

Track conversions for phone calls, bookings, and contact forms.
Ensure your landing pages reinforce your message about value and care quality.
Avoid bidding on “bulk-billing” terms — they drive irrelevant leads and negative expectations.

Use remarketing ads for visitors who viewed your services but didn’t book.
Focus your message on trust, professionalism, and patient experience: “Get personalised care from doctors who know you.”

4. Social Media Marketing – Build Trust and Perceived Value
Use social platforms to educate and humanise your brand.
Explain why you charge fees:

• “Why we choose a mixed-billing model – it helps us spend more time with each patient.”
• “Our doctors provide extended consults for complex care.”
• “We reinvest in patient technology and training.”

Keep your tone warm, transparent, and patient-focused.

Post ideas include:

• Doctor introductions and team highlights.
• Short explainer graphics about Medicare coverage or the new bulk-billing changes.
• Testimonials that focus on service and care quality.
• Behind-the-scenes glimpses of your clinic and staff.

Run targeted Facebook and Instagram ads promoting premium patient care, convenient booking, and trusted doctors.
Geo-target by suburb and include calls-to-action like “Book Online” or “Learn More About Our Care Approach.”

Encourage positive reviews from satisfied patients that highlight professionalism, communication, and quality care.
Monitor and respond to feedback promptly, especially in November when confusion may peak.

5. Integrated Marketing Funnel – Blend SEO, Ads and Social
Your marketing funnel should work as one cohesive system:

1. Awareness – Use blogs, social content, and video to explain your mixed-billing model and philosophy of care.
2. Consideration – Drive traffic to clear landing pages through Google Ads, highlighting what makes your practice worth the fee.
3. Conversion – Retarget visitors with ads, use testimonials and Google reviews to reinforce trust, and make booking effortless.

5. Prepare Staff and Online Channels for Questions
Ensure front-desk staff use consistent language when explaining fees.
Keep website, booking platforms, and phone messages aligned.
Consistency avoids patient frustration and protects your reputation.

For Clinics That Bulk-Bill (or Are Moving to Full Bulk-Billing)

1. Promote Accessibility as Your Competitive Edge

Bulk-billing is now more than a pricing decision – it’s a brand position. Patients are paying close attention to which clinics are “free” for Medicare cardholders.

Promote your accessibility and community commitment:

• Add a clear, prominent banner on your website and Google profile: “We bulk bill all Medicare-eligible patients – just bring your Medicare card.”
• Mention bulk-billing in every core digital asset: homepage, Google My Business description, Healthdirect listing, and social-media bios.
• Use your local SEO titles and meta descriptions to include phrases like “Bulk-Billing GP [Suburb]” or “No-Gap Medical Centre in [Suburb]”.
• In signage and printed collateral, include a short statement reinforcing affordability: “Supporting accessible healthcare for our community.”

This positions your clinic as community-minded and patient-focused – two qualities that attract loyalty and referrals.

2. Strengthen Local SEO Around Bulk-Billing Searches

The Medicare changes will create a spike in “bulk-billing”-related searches. Make sure your clinic ranks for them.

SEO essentials:

• Add “bulk-billing GP,” “no-gap doctor,” and “family medical centre bulk-billing” naturally throughout your site.
• Update your page titles (e.g. “Bulk-Billing GP in Casuarina | [Clinic Name]”).
• Write fresh content about the change – blogs titled “The New Bulk-Billing Incentives Explained” or “Why Our Clinic Bulk Bills All Patients.”
• Include your suburb name in headings, image alt-text, and internal links.
• Encourage new reviews mentioning bulk-billing – Google’s algorithm heavily weighs keyword use in review text.

A clinic optimised for “bulk-billing GP near me” will capture high-intent patients searching locally.

3. Reinforce Your Brand and Patient Experience

Bulk-billing doesn’t mean “cheap” – you can still project a professional, modern, and trusted brand.

Ways to elevate perception:

• Use professional photography of your doctors and clinic.
• Highlight clinical excellence and continuity of care: “Your family’s health, covered with care.”
• Maintain consistent design across signage, website, and social channels to show polish and reliability.
• Ask satisfied patients to leave detailed reviews about your friendly staff, thorough consultations, and convenience.

Your goal is to build long-term loyalty, not just one-time visits.

Summary – Turning Policy Change Into Opportunity

The November 1 bulk-billing reforms will reshape patient behaviour and expectations.
Fully bulk-billing clinics can celebrate accessibility and community focus.
Mixed-billing clinics can thrive by focusing on value, time, and trust.

Regardless of your model, success now depends on clear communication, transparency, and consistent marketing across SEO, Google Ads, and social media.

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Use this change as a chance to refine your messaging and show patients what makes your clinic truly different.

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