Atlas / Sector
Sector profile
Health & Wellbeing marketing benchmarks
Strongest on Retention & Loyalty, with the most room to move in Data & Tracking. Health & Wellbeing sits below the national average across 9 industries.
Building evidence · based on 63 businesses, growing
Sector signature
Bars are this sector. Ticks are the national average.
Sector strength
Retention & Loyalty
+0 against the national line. The dimension this sector leans on.
Biggest gap
Data & Tracking
-6 against the field. The soft spot holding the sector back.
The spread
11 points
Between the strongest and weakest industry in the sector. A wide gap means the average hides real winners.
The map
Where this sector sits
Every dot is an industry we measure. The 9 industries in Health & Wellbeing are lit in red. Choose any two dimensions for the axes.
Acquisition Performance →
Health & Wellbeing sits above average on Retention & Loyalty and below average on Acquisition Performance. The spread of red dots shows how tightly the sector clusters.
The spread inside the sector
Every number is a Marketing Score out of 100, rolling six dimensions into one figure. 46 is a business doing the basics. 79 is one that markets like a business twice its size.
The distance between the strongest and weakest performer in Health & Wellbeing is wide. A small cluster is genuinely good. A long tail sits well behind. The bar to lead this sector is lower than the reputation suggests. So where would you land?
In national context
Where the sector lands on the map
Every industry we measure, sorted low to high. The marker shows where Health & Wellbeing averages out.
In this sector
Every industry in Health & Wellbeing, ranked
Sorted by Marketing Score. Open any one for the full profile.
The read
What the numbers say about Health & Wellbeing
On the whole, Health & Wellbeing is one of the weaker sectors we measure. It leans on retention & loyalty and trails on data & tracking.
Health and Wellbeing ranks 10th of 11 sectors, 2.6 points below the national average. This is a sector of 9 industries 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 & Tracking is the sector's most significant gap, -5.7 against the national average. 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 & Optical leads the sector by a wide margin. At the other end, Dental & Orthodontics sits well 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 & Optical outscores Dental & Orthodontics by 11.3 points. Scale and corporate backing drive marketing scores in health. Solo and small-group practices are structurally disadvantaged on nearly every dimension.
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 has room to grow but faces unique constraints. Advertising regulations, patient sensitivity and practitioner reluctance around self-promotion limit traditional approaches. Content and SEO are the natural fit for this vertical.
Patterns
What the Health & Wellbeing numbers reveal
Computed from 63 scored businesses across 9 industries. Updated as new audits complete.
By the numbers
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.
Who's leading
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.
How industries compare
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.
What's shifting
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.
Where they are
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.
Where the gaps are
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.
Frequently asked
Common questions about Health & Wellbeing
How does the health & wellbeing sector compare to other Australian sectors for marketing?+
Health & Wellbeing scores 61 out of 100, ranking 10 of 11 Australian sectors. This is 3 points below the national average of 64.
The sector's strongest dimension is Retention & Loyalty. Its weakest is Data & Tracking.
Based on 63 scored Australian businesses across 9 industries. NR Marketing Intelligence, April 2026.
Which health & wellbeing companies have the strongest marketing in Australia?+
The top 5 performers across all health & wellbeing industries:
1. VetPartners (79) in Veterinary Clinics
2. Animal Referral & Emergency Network (AREN) in Veterinary Clinics
3. ResMed (78) in Healthcare & Biotech, ASX-listed
4. Specsavers Australia in Pharmacy & Optical
5. Cochlear (76) in Healthcare & Biotech, ASX-listed
VetPartners leads at 79, 18 points above the sector average.
Based on 63 scored Australian businesses across 9 industries. NR Marketing Intelligence, April 2026.
Do larger companies have better marketing than smaller ones in health & wellbeing?+
Yes. Enterprise-scale businesses average 65, while Small Business averages 54. That is a 12-point gap.
However, VetPartners, Animal Referral & Emergency Network (AREN), Specsavers Australia all outperform the Enterprise average despite being smaller. The correlation is clear but not absolute.
Based on 63 scored Australian businesses across 9 industries. NR Marketing Intelligence, April 2026.
Do ASX-listed health & wellbeing companies have better marketing?+
11 ASX-listed businesses average 65, compared to 63 for 52 unlisted. Listed companies have an edge, likely due to dedicated marketing teams and public accountability.
ASX status verified against ASX300 listing. NR Marketing Intelligence.
What is the biggest marketing weakness in Australian health & wellbeing businesses?+
Data & Tracking is the weakest dimension, 6 points below the national average of 58.
This is the single biggest lever for improvement.
6-dimension scoring model: Digital Maturity, Acquisition Performance, Conversion Efficiency, Retention and Loyalty, Brand and Positioning, Data and Tracking.
How reliable are the marketing scores for health & wellbeing businesses?+
Scores are built from a 6-dimension model using up to 150+ data points per business: GA4 analytics, Search Console, Google Ads, site technology, Core Web Vitals and public data.
63 businesses are scored in this sector, benchmarked against 70+ nationally. Each score carries an evidence depth rating so you can see how much data sits behind it.
Evidence depth: Very High (4+ sources), High (3), Medium (2), Baseline (public signals).
Which health & wellbeing industries perform best at marketing?+
1. Pharmacy & Optical (68.98)
2. Health & Fitness (Gyms, Studios, PT) (63.3225)
3. Veterinary Clinics (63.15)
4. Aged Care & Disability Services (NDIS) (60.13)
5. Beauty Salons & Hair (60.05)
6. Allied Health & Private Practice (59.157143)
7. Cosmetic & Aesthetics (Non-Surgical) (58.824)
8. Mental Health & Psychology (58.066667)
9. Dental & Orthodontics (57.638889)
The 11-point spread shows meaningful variation between industries in this sector.
Based on 63 scored Australian businesses across 9 industries. NR Marketing Intelligence, April 2026.
How can health & wellbeing businesses improve their marketing score?+
Three high-impact moves:
1. Strengthen data & tracking., this is the sector's weakest dimension and the fastest path to a higher score. Even basic improvements move the needle 5 to 10 points.
2. Close the gap on retention & loyalty. The sector already scores 63 here. Businesses below that benchmark are leaving easy points on the table.
3. Study the leaders. VetPartners (79) and Animal Referral & Emergency Network (AREN) show what good looks like in this sector.
Based on 63 scored businesses across 9 industries. NR Marketing Intelligence.
Stop reading the average
The Atlas shows the sector. We read your business.
The map tells you what Health & Wellbeing does on average. Get Our Take tells you what you do, where you leak and what to fix first.