Your Lunula laser marketing strategy: filling the appointment book

A practical marketing plan for clinics offering Lunula cold laser — recalling existing patients, local search, consent-based before/after content and referral pathways.

A laser sitting idle in a treatment room earns nothing. The clinics reporting the strongest returns are not the ones spending the most on advertising — they are the ones with a repeatable process for surfacing the fungal-nail patients they already have, and converting the enquiries they already receive.

Start with your own database

Most practices have hundreds of documented onychomycosis presentations in their files, many of whom were told years ago that treatment options were limited. A short, honest recall message — you were treated for a fungal nail infection with us previously, we now offer a painless in-clinic laser protocol, here is what it involves — is the cheapest campaign available and typically the highest converting.

Get found locally

• Claim and complete your Google Business Profile, listing fungal nail laser treatment as a service, with recent photos and current hours.
• Create a dedicated page on your website for fungal nail laser treatment — not a paragraph on a general services page.
• Answer the questions patients actually search: does it hurt, how many sessions, how much, how long until I see results.
• Ask satisfied patients for reviews at the six-month review, when the nail growth is visible.
• List your clinic in the national Lunula treatment directory so referred patients can find you.

Before-and-after content, done properly

Photographs are the most persuasive asset in this category, and also the easiest to get wrong. Use written consent, a consistent distance and angle, the same lighting, and a visible date. Never retouch. Pair each image set with the treatment course and time elapsed, and include a plain statement that individual results vary — accurate, dated evidence builds far more trust than an idealised image.

Referral pathways

• Local GPs, especially those managing diabetic patients where oral antifungals are unattractive.
• Pharmacists, who field the lacquer-didn't-work conversation daily.
• Nail salons and beauty therapists, who see affected nails constantly and cannot treat them.
• Aged-care facilities and diabetes educators.
• Other podiatrists who do not offer laser and are happy to refer for the treatment only.

Convert the enquiry

Enquiries decay quickly. Aim to respond the same day, give reception a one-page script covering price, session length, comfort and expected timeline, quote a package rather than a per-session rate, and book the assessment at the point of contact. Track enquiries, bookings and completed courses each month — a simple three-number dashboard will tell you where the funnel is leaking long before your bank balance does.

What to say — and what not to

Australian advertising rules for therapeutic goods and health services are strict: no guarantees, no testimonials that imply certain outcomes, and no claims beyond what the evidence and the product's regulatory clearance support. Describe the mechanism, the protocol and the published outcomes accurately, always note that results vary, and keep marketing claims aligned with the device's ARTG entry.