GMC Advertising Guidelines for Private Medical Services
If you’re a consultant looking to set up your own private practice, it’s vital that you can get to grips with the GMC guidelines for marketing private medical services. For most practices this could involve hiring specialist in-house marketing and communications staff, or a relationship with a specialist agency who can offer these services on a flexible, bespoke basis.
The GMC has rigorous guidelines for the marketing of private medical services. These include the requirements that marketing must be:
- Both factual and verifiable
- Compliant with the law issued by the Advertising Standards Agency
No unjustifiable claims can be made about the service quality and no guarantees of cures can be made, particularly where patients can be misled because of their vulnerability, or because they lack the necessary medical knowledge to make a qualified assessment of what is on offer.
Additionally, private healthcare marketing must not pressurise patients to use the service – and this includes activities such as outbound marketing to prospective patients. There are also specific guidelines that relate to digital marketing channels such as social media, and these need to be understood and followed carefully.
The challenges of healthcare marketing
The reality is that private healthcare marketing can be complex and time-consuming, and heavy penalties are levied on those organisations that fail to comply. As well as adhering to regulatory constraints, good marketing requires an in-depth understanding of target audiences and methods of engaging with them in a compliant, engaging and cost effective way. Healthcare marketers need to be able to define the service proposition and benefits, the added value and the reasons for choosing the service over the competition. They also need to then be able to deliver a constant programme of defined activity and measure its success for ROI.
The value of outsourced agency support
Most new practices prefer not to maintain the cost of permanent in-house marketing resource, and value the expertise and sector knowledge that a specialist healthcare marketing agency can offer, with deep industry knowledge and a wide, expert team that spans across all areas of digital strategy, management and delivery.
Your trusted digital partner for the healthcare sector
At Medico Digital, we are your trusted partners for healthcare marketing. We provide expert digital marketing services for the healthcare sector, providing impactful solutions to your communication challenges and combining strategy, creative and technical expertise to deliver measurable results to our clients.
We understand healthcare marketing
We have a deep knowledge and understanding of the healthcare sector which is evidenced through our client list, body of work and highly experienced team.
Get in touch today
Every private practice has its own communication challenges. Let us help you to create the right digital strategy to deliver your objectives: