Written by Miranda Grace, Chief Executive Officer, Australian Association of Practice Management (AAPM)

Australia’s healthcare system is undergoing a period of significant reform and, as a result, general practices are feeling the pressure. From rising patient demand and chronic condition rates, to evolving funding models and compliance requirements, the next 12–24 months will require practices to continue to adapt quickly. At the centre of this transformation are Practice Managers - the operational leaders who are not only responding to change but helping to actively implement it.

The Albanese Government’s recent investment in bulk billing is a clear signal of intent to make healthcare more accessible, efficient and sustainable for all Australian’s. The introduction of the Bulk Billing Incentive (BBI) and the Bulk Billing Incentive Practice Incentive Program (BBIPIP) offers practices an additional 12.5% funding if they fully bulk bill. While this opens up a good financial opportunity, it also requires practices to be operationally prepared. That means updating systems, streamlining workflows and ensuring compliance processes are in place, with digital capability playing a key role in meeting these requirements and maintaining quality care.

Digital tools are no longer just emerging; they have become a key part of the everyday for Practice Management teams. Online booking platforms, telehealth services and financial reporting systems are helping practices save time, reduce errors and can improve decision-making. With general practices operating as small to medium-sized businesses, the ability to review both individual provider billings and overall practice performance is essential. It enables Practice Managers to make accurate, informed decisions that support financial health and long-term viability for their practices.

According to the Australian Digital Health Agency, usage of My Health Record and secure messaging continues to grow, with over 97% of GPs using computers for clinical purposes and 70% relying exclusively on electronic medical records. These tools are improving care coordination, reducing wait times and enabling real-time decision-making. AAPM’s Digital Health Handbook, developed in partnership with ADHA, supports this shift by helping Practice Managers implement digital tools with confidence, from secure messaging to privacy protocols and digital governance.

However, digital transformation is not just about technology, it’s also about the people behind the screens. Since COVID-19, one of the most notable workforce shifts has been the rise of Practice Managers stepping into ownership roles, which truly reflects the broader evolution in the profession. Practice Managers have moved well beyond the outdated perception of being mere administrators, they are also strategic leaders with deep knowledge of clinical and operational workflows.

AAPM is supporting this evolution through its Certified Practice Manager credential, which has seen strong growth over the past 24–36 months. This credential isn’t just a tick-box qualification, it’s a signal to employers, peers and the broader health industry that a Practice Manager is capable of leading in today’s complex, digital-first environment. AAPM’s training programs have also delivered measurable improvements in practice performance, from increased claims accuracy to improved patient access and staff retention.

Looking ahead, AI-integrated digital tools will play a key role in how practices evolve, from sorting patient needs to smarter scheduling and support with admin tasks. But it’s important to use it carefully and responsibly.

Whilst technology innovation is advancing, we must remind ourselves that the future of leadership in healthcare won’t be defined solely by this expertise. In fact, some of the most important capabilities are those that are hardest to teach, including resilience, empathy, adaptability and the ability to inspire trust.

That said, we must continue to adapt. Leaders will be expected to make confident decisions about technology, policy and change management. They’ll also need to translate complex systems into workable processes for their teams. Most importantly, they’ll need to keep patient care at the centre to ensure a better overall experience.

Practice Managers will play a critical role in shaping this future. With the right tools, training and support, they are building smarter, more resilient practices that meet the needs of both patients and the broader system. AAPM will continue to champion this shift, helping Practice Managers lead with clarity, capability and confidence.

Digital is now. AI-integrated digital solutions are the future.