In the digital age, it is common for healthcare institutions and professionals to seek ways to connect with the public, offering more health-related content and promoting their work.
But this initiative requires far more care than one might imagine, since marketing to doctors doesn't work the same way as traditional marketing and can lead to problems if not done correctly.
In this article, we've compiled everything you need to know about Medical Marketing and how to use it effectively, while respecting the regulations of the Federal Council of Medicine (CFM).
What is Medical Marketing?
Medical marketing is simply the set of marketing strategies adapted to meet the needs of healthcare professionals, clinics, and hospital institutions in attracting and retaining new patients.
Furthermore, medical marketing offers professionals or institutions the opportunity to build trust and position themselves in the market as a leader in the healthcare field.
But be careful!
Medical marketing requires a bit more care and attention to the ethical standards and regulations defined by the Federal Council of Medicine (CFM).
The most recent decision on the matter is CFM Resolution No. 2,336/2023, with the New Medical Advertising Manual launched during the 1st National Meeting of Medical Councils (ENCM) 2024.
Ethical and legal regulation of medical marketing
First and foremost, it is important to pay attention to ethical and legal issues, primarily seeking to preserve the integrity of both professionals and patients.
Therefore, there are certain laws and regulations that must be respected.
In general, compliance with the General Data Protection Law, the famous LGPD, guides the use of personal data and information, determining what can and cannot be disclosed and requiring explicit authorization for the processing and use of this information. This includes the use of images and health data and the determination of security measures to protect this information.
Of course, in addition to the LGPD (Brazilian General Data Protection Law), there are still regulations and requirements for data protection that may vary depending on the country and/or region. This is especially true for healthcare services, in many cases prohibiting practices such as:
- Guaranteed results;
- Deceptive patient testimonials.
What differentiates Medical Marketing from other professions?
Beyond the most basic issues of ethics and legislation, the practice of Medical Marketing must respect other guidelines and legal limitations imposed by the Federal Council of Medicine, as previously mentioned.
These specific regulations aim to ensure good practices and prevent abusive and disrespectful behavior. The guidelines must be followed by all healthcare professionals when implementing marketing strategies, regardless of their specialty.
The practice of self-promotion, for example, while essential in traditional marketing, is not permitted within medical marketing.
How do you know what is and isn't allowed in medical marketing?
In addition to the already established norms of Medical Marketing, significant changes to the rules may occur when the Federal Council of Medicine identifies areas requiring intervention.
In general, the rules of Medical Marketing serve to prevent unfair competition between healthcare professionals and institutions and to preserve the integrity of the field of Medicine.
But to better understand how you can apply Medical Marketing correctly, click here and learn what you can and cannot do.
Information about prices and costs
Discounts and rebates may be announced in promotional campaigns, provided that the promotions are not linked to bundled sales, prizes, or other practices that distort the ultimate goal of Medicine.
Furthermore, consultation fees, as well as payment methods and options, may be disclosed.
It can also be stated that the cost of specific procedures can be agreed upon between the parties prior to the consultation and execution.
