Things to Consider When Advertising in the Health Sector

Creating advertising strategies for brands serving in the healthcare sector requires much more sensitive and careful work than in other sectors. Every advertisement made in accordance with both ethical rules and legal regulations must be accurate, honest and informative. As Meditory Agency, in this article, we explain the details that should be considered when advertising in the health sector step by step.

1. Comply with Ministry of Health Regulations

In Turkey, health sector advertisements are carried out within the framework of the rules set by the Ministry of Health.

• It is forbidden to make firm promises about the treatment process or results.
• Patient testimonials, before and after treatment photos often require permission or are completely prohibited.
• Statements such as “100 percent guarantee” fall within the scope of misleading and may result in criminal proceedings.

Recommendation: Always have your ad copy checked by a legal advisor.

2. Adhere to Ethical Values

Healthcare is a field that touches human life. For this reason, honesty and ethical values must be considered in your advertisements.

• Patients’ fears or concerns should not be exploited for commercial gain.
• Claims without scientific basis or misleading information should never be used.
• Describe your service using professional language, do not exaggerate.

Example: “We offer clinically approved, modern treatment methods” instead of “A miracle cure that will save your day!”.

3. Choose the Right Platform

You should carefully determine the platforms you will use to reach your target audience.

• Google Ads: A viable option for promoting health-related services, but you need to verify compliance with “healthcare advertising policies”.
• Social Media: Your promotions on platforms such as Instagram and Facebook should be based on informative content.
• Website SEO: Optimize your website content in a search engine-friendly way to drive organic traffic.

Note: Each platform has its own advertising rules. For example, ambitious health ads left on Google can be quickly rejected.

4. Know Your Target Audience

The effectiveness of your health advertising is directly related to reaching the right target audience.

• Identify who you appeal to: Focus on demographic details such as age group, gender, location.
• Prepare your content in the language of your target audience.
• Include expert opinions for patients who may need more information.

Recommendation: Present the opinions of expert doctors with informative videos instead of advertisements.

5. Be Careful in the Use of Images and Videos

The use of images and videos is frequently preferred in health advertising. However, the materials used must comply with ethical and legal rules.

• Avoid using creepy, disturbing images.
• Pay attention to patient privacy, do not use photos of any patient without permission.
• Provide information that highlights doctors’ expertise in advertising videos.

Application Bring quality to your visuals with the support of a professional design and video team.

6. Provide Informative and Value Adding Content

The most effective way to advertise in the health sector is to create educational and informative content.

• Prepare blog posts, patient information guides.
• Provide objective information about treatment methods, benefits and risks.
• Create videos in Q&A format on social media.

Recommendation: Publish articles that provide detailed answers to questions such as “What is Hair Transplantation Treatment Against Hair Loss?”.

7. Manage Comments and Feedback

The management of patient comments is of great importance in healthcare.

• Respond to negative comments in a constructive and respectful manner.
• Post your happy patients’ feedback on your website in a memorable way.
• Focus on real user feedback; avoid fake reviews.

Reminder: Credibility is the foundation of health advertising.

8. Be Mobile Compatible

A large proportion of traffic from mobile devices comes from users searching for healthcare services.

• Make sure your website is mobile-friendly.
• Stand out on maps by registering with Google My Business.
• Use local targeting when creating mobile ad campaigns.

Conclusion

Advertising in the healthcare sector is a process that requires attention and sensitivity. Creating strategies for legally compliant, ethical and informative advertisements will both gain the trust of your patients and increase the reputation of your brand.

As Meditory Agency, we offer expert support for your advertising campaigns in the health sector.