Given the need to attract potential patients to a medical place of business, the marketing of a medical business poses a unique challenge, especially given the need to comply with a business’s legal, ethical, and regulatory obligations. Though a legal violation may not be immediate, a violation of business laws may be triggered and result in a loss of business advertising accounts.
Because of the legal compliance required in the marketing of a medical business, the marketing advertising standards must comply with the legal and ethical compliance of the medical profession to a much greater extent than with other fields, such as Real Estate Marketing.
Adsync Marketing Technologies is a data marketing focused Digital Marketing Agency, and helps providers grow without crossing the line. Here Your Guide to Compliance and Data Marketing Results:
1. Compliance Marketing Health Section The No “Cures” and No Guaranteed Outcomes
Marketing Healthcare compliance includes the proposal of a Guaranteed Outcome.
Medical compliance must not include language that states a “Cure” is guaranteed.
– Don’t say: “Cure chronic back pain permanently.”
– Do say: “Chronic back pain may benefit from advanced treatment options.”
When performing SEO Optimization for our medical clients, we carefully review content to eliminate absolutes. We want to facilitate “Helpful Content” where we educate the patient about the condition and the physician’s qualifications instead of employing salesy tactics. This fosters trust and keeps you compliant with the regulations.
2. Data Privacy Should Be A Priority
AI-Powered Digital Marketing offers us immense data accessibility and even the most sensitive information could be used to our advantage, but patient data should remain untouched.
As you set up Lead Generation campaigns, you are responsible for keeping patient data (names, phone numbers, medical conditions) safe.
– Website Security: Your Website Development should always incorporate SSL and strong firewalls.
– Form Disclaimers: Every lead should be protected with a privacy policy, an unchecked box, and a link to said policy.
We can target the right audience without breaching individual privacy due to the encryption capabilities of our AI Tools.
3. Addressing “Restricted” content within PPC
Has Facebook ever rejected one of your ads? That happens a lot in healthcare.
PPC advertising in healthcare is embroiled in problematic advertising policies on platforms such as Google and Facebook. These platforms have policies against advertising “Speculative and Experimental Medical Treatments” and particular policies against advertising certain cosmetic practices, such as Botox and PRP, in certain locations.
• The Answer: Navigating these advertising policies is a delicate process, and we aim to do it in a way that is kind to and benefits the patient and highlights the credentials of the clinic.
• Advertising with a focus on the clinic and the physician’s background, rather than the specific procedure that is restricted, allows us to obtain Qualified Leads without triggering the policies.
4. The “Before and After” Photo Trap
Transformation photos have a high engagement rate, but in healthcare, patient photos have serious legal implications.
We have legal protocols outlined to govern Social Media Marketing. These protocols include:
1. No Social Media Photo Posting before having an authorization: Social Media Photo Authorizations must be in writing, and we must have specific, plain, explicit, and detailed authorizations before we post any patient photos.
2. Anonymity: Even with permission, do not show the person’s face unless it is necessary to tell the story.
3. Varying Results: The caption must include language that the clinical outcomes differ from patient to patient.
This is what we do to protect the dignity of the patient and to protect the license of the physician.
5. Performance Marketing with Integrity
While others may sacrifice friendly contracts and employee ethics to obtain performance metrics, we will not. This is Performance Marketing Integrity.
Just because you have to comply with certain regulations doesn’t mean your marketing needs to be boring. It just needs to be smarter. We discovered that compliant campaigns perform better in the long run because patient education, authority building, and transparency in communication are more effective. These campaigns bring in patients who are after serious care rather than those looking for quick fixes.
Services are available from this website https://adsyncmarketing.com.
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