Concept practice · Skin clinic, Surry Hills NSW
Saltbush Skin
A skin clinic site that sells the consultation and the check, and leaves out every claim it should not make.
The brief
Saltbush Skin is a fictional Sydney clinic we imagined to show our work. The brief we set ourselves: a precise, reassuring site for skin checks, mole mapping and skin-concern consultations that keeps prescription-medicine references, borrowed titles and outcome claims off the page.
Prepare people for the check
A skin check can feel exposing. The main block tells visitors what to expect, who they will see and what it costs for four common situations, which makes it easier to book.
Describe the appointment, not the outcome
Service copy covers what is examined, how long it takes and what the next step might be. It makes no claims about how skin will look or change.
Name the doctors for what they are
The team are GPs who work primarily in skin, and the bios use plain role lines. There is no borrowed title anywhere on the site.
Leave out images that cannot be defended
No before-and-after photos, no review feeds and no patient quotes. The site relies on clear writing, honest fees and a calm layout.
Inside the rules
What we left out, and why
We market the consultation, not a product
Under TGA guidance, naming a prescription medicine in consumer advertising is not allowed, and neither are generic phrases that point to one. So this site promotes appointments and checks, and describes what happens in them. There is no product class to name, and nothing to find a workaround for.
No 'surgeon', no borrowed titles
The title 'surgeon' is restricted by law, and other protected medical titles are only for doctors who hold the matching registration. These doctors are GPs, and the site says so in plain words, describing them as GPs who work primarily in skin. It's a more honest description and it sidesteps the title problem completely.
No before and after photos
AHPRA's rules on before-and-after images are strict: both images must be genuine and comparable, the 'after' cannot dominate, and a prominent disclaimer is needed. For a clinic whose main service is a check, there is no honest image to show, so the site has none and relies on a clear description of the appointment.
Fees and expectations, up front
Indicative fees are shown, with a note that rebates depend on the reason for the visit. The copy never promises how skin will look afterwards, and avoids urgency. Those choices keep the site on the right side of rules about unreasonable expectations and unnecessary use of services.
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