Concept practice · Dental practice, Fitzroy North VIC
Fernery Dental
A calm family dental site that helps people book the right appointment first time, without a single review or outcome claim.
The brief
Fernery Dental is a fictional family and general practice in Fitzroy North that we invented to show our work. We set ourselves the brief of making booking feel easy for nervous patients, while staying inside AHPRA's advertising rules. Nothing on the concept site is a real practice, price or person.
Start with why the patient is here
The main booking block asks what brings the visitor in, then shows the length, fee and person they will see. It helps people who are unsure what to ask for, and it sends cleaner enquiries to reception.
Show the fees
Indicative prices are shown as ranges with a plain note about health funds. New patients compare practices carefully, and clear fees remove an obstacle without making any promise about results.
Leave reviews to Google
The site carries no patient comments, ratings or review feeds. Patients are free to review the practice on Google, and the practice keeps its own channels clear of anything that could breach the advertising rules on patient endorsements.
Write for a nervous reader
The tone is warm and unhurried, with short paragraphs and a first visit explained step by step. Recall is described neutrally and no copy pressures anyone to book.
Inside the rules
What we left out, and why
No reviews on this site, on purpose
Under AHPRA's rules, comments about the clinical side of care, such as a symptom, a treatment or an outcome, count as patient endorsements of care when a practice uses them in its own advertising. Linking to them or re-sharing them counts as use. Patients can post on Google as they like. This website simply does not republish or link to those comments.
Fees are shown, with their limits
Every price here is an indicative figure, framed as 'from', with a note that fund rebates depend on the patient's cover. It saves a phone call, and it avoids a misleading impression of what care costs. Anything promotional would need its full terms in the same place, so this site has none.
The booking chooser starts with the patient's reason
People rarely know what appointment type they need. Asking 'what brings you in' and mapping it to length, price and who they will see makes the first booking simpler and keeps the front desk from fielding the same questions. It also keeps recall neutral: the site never tells anyone they must come in, only what suits them.
No claims about results
Health advertising must not create unreasonable expectations of treatment. So the copy describes what happens in the appointment, not what the patient will end up with. It also avoids urgency, such as limited slots or act-now language, which the rules treat as encouraging unnecessary use of a service.
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