Know Your Audience
Inform, Don’t Sell
This is not to say that you can never run ads with a “Contact Us” or “Book an Appointment” call to action – simply that your first goal should be to build a rapport with your audience through relevant, informative ads so that, when you do give them that decision-making offer, they’re inclined to take it.
Play By the Rules
Focus on Facts Over Spin
If you share any information about a condition or service, always share facts, not opinions. For example: rather than saying, “our primary care services are the best in the area,” say something like, “our primary care services put the needs of our patients first, and we are committed to attentive, results-driven care.”
Talk About the Medical Practitioner
As a general rule of thumb, your advertisements should focus more on you as a physician than on the tools you use, the medical procedures you implement, or the services you offer. Avoid sharing anything that could be taken as medical advice, focusing instead on the caliber of the professionals who work at your practice.
Use Intentional Wording
Experience and expertise are not the same thing as certified specialty; unless you are Board-certified in a specific practice area, avoid terms like “specialist” or “certified.”
Never share patient-identifiable information on your advertisements or websites. Always obtain written permission for any patient testimonials you share online.
Never make promises when it comes to cures, results, or even pricing. Be clear about the fact that you are committed to excellence, but that no outcome is ever guaranteed.
Make Unfounded Claims
Even if a claim about a specific service, treatment, or procedure seems solid, do not share it on your advertisements unless it is accompanied by a published peer-reviewed article that can back it up.
Name Any Competitors
Focus on the quality of your practice’s services and healthcare practitioners. Do not name any other competitors in any of your advertisements.