Health & Wellbeing
9 industries · 63 businesses scored · Rank 10 of 11
Health and Wellbeing ranks tenth at 62.5, 1.6 points below the national average. This is a sector of 9 industries and 63 scored businesses, spanning everything from pharmacy chains to solo psychology practices. The common thread is that most health businesses are run by clinicians, not marketers, and the scores reflect it.
Data and Tracking at 54.0 is the sector's most significant gap, 4.2 points below the national average and the second-lowest DT score across all sectors. Most health practices do not track where their patients come from, what their acquisition cost is or how their marketing spend connects to bookings. Practice management software captures clinical data well. Marketing data, not so much.
Pharmacy and Optical at 69.0 leads the sector by a wide margin, followed by Allied Health at 66.8 and Gyms at 65.3. At the other end, Dental at 57.6 and Mental Health at 59.2 are significantly below average. The pattern is clear: the more corporatised and scaled the business model, the higher the marketing score. Solo practitioners and small group practices consistently trail.
Pharmacy and Optical (69.0) outscores Mental Health (59.2) by nearly 10 points. Scale and corporate backing drive marketing scores in health. Solo and small-group practices are structurally disadvantaged on nearly every dimension.
Dimension breakdown
Health & Wellbeing leads on Retention & Loyalty (62.5, +0.1 vs national) and has the most room to move in Data & Tracking (51.9, -5.7 vs national).
Industries in Health & Wellbeing
Dimension breakdown by industry
Each row is one industry. Each bar shows its score on that dimension. The dashed line marks the sector average.
Does bigger mean better?
Average score by industry and company scale
| Industry | Enterprise | Large | Medium | Small Business |
|---|---|---|---|---|
| Pharmacy & Optical | — | 75.5 3 businesses | 68.2 4 businesses | 63.4 3 businesses |
| Health & Fitness (Gyms, Studios, PT) | — | 70.5 3 businesses | 61.5 4 businesses | — |
| Veterinary Clinics | — | 78.9 2 businesses | 63.7 4 businesses | 52 3 businesses |
| Aged Care & Disability Services (NDIS) | — | — | — | — |
| Beauty Salons & Hair | — | — | — | — |
| Allied Health & Private Practice | — | 66.8 3 businesses | — | — |
| Cosmetic & Aesthetics (Non-Surgical) | — | 71.8 3 businesses | 55.8 2 businesses | 49.1 2 businesses |
| Mental Health & Psychology | — | 74.3 2 businesses | 54.2 4 businesses | 49.2 1 biz |
| Dental & Orthodontics | — | 68.1 3 businesses | 54.4 4 businesses | 48.4 2 businesses |
Inside each industry
Every scored business, grouped by industry. Taller bars mean higher scores.
See where you stand
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What to watch in health and wellbeing
Telehealth and online booking have created a data infrastructure that most health practices never had. Practices using platforms like HotDoc, Cliniko or Jane App now have the raw material for marketing attribution. The ones connecting booking data to acquisition channels will move first.
Mental Health at 59.2 has the most room to grow but faces unique constraints. Advertising regulations, patient sensitivity and practitioner reluctance around self-promotion limit traditional marketing approaches. Content and SEO are the natural fit for this vertical.
What the numbers reveal
Based on 63 scored businesses across 9 industries. Updated as new audits complete.
11.7-point gap between Enterprise and Small Business
Enterprise businesses average 65.4. Small Business averages 53.7. Scale creates a 11.7-point advantage in this sector, driven by dedicated marketing teams and infrastructure investment.
ASX-listed companies score 2.4 points higher than unlisted
11 ASX-listed businesses average 65.4 vs 63 for 52 unlisted. The gap is modest, suggesting listing status alone does not guarantee marketing quality.
Digital Maturity (62.6) is the sector's edge. Data & Tracking (51.9) is the drag.
A 10.7-point spread between the strongest and weakest dimensions. Data & Tracking sits 5.7 points below national average.
2.6 points below the national average of 63.7
Health & Wellbeing ranks 10 of 11 sectors. Trails Technology (65.5) by 4.4 points. The gap is closeable. These are not structurally weak businesses. They are businesses that have not prioritised digital marketing.
NSW dominates with 26 of 63 businesses
41% of scored businesses in this sector are headquartered in NSW, averaging 66.1. VIC (23), QLD (9), WA (2) follow.
VetPartners leads the sector at 79
18 points above the sector average. Scores 15.9 points above its own industry (Veterinary Clinics). Large scale, based in NSW.
What people ask about this sector
Top performers in Health & Wellbeing
Highest-scoring businesses across all health & wellbeing industries
Sector rankings
How does your business compare?
Get your own score across all 6 dimensions, benchmarked against 9 health & wellbeing industries and 700+ Australian businesses.