Examples of strict rules related to medical content for SEO of a medical or a dental practice
Medical content is subject to strict rules to protect patient safety, ensure accuracy, and maintain ethical standards. These rules come from federal agencies like the FTC and FDA, search engines like Google, and state medical boards. These rules apply to websites, marketing materials, blogs, social media posts, and patient-facing content. Here are key examples, with references to industry standards and practices like those highlighted by PatientGain:
Example of an Infographic for content optimization.
1. No Misleading Claims or Guaranteed Outcomes
You cannot make unsubstantiated claims or guarantee results for a medical treatment. This is a core principle of ethical advertising enforced by the Federal Trade Commission (FTC). All claims must be supported by reliable scientific evidence.
- Compliant Example: “Our medical weight-loss program, when combined with a healthy diet and exercise, has helped many patients achieve significant results. Individual outcomes may vary.”
- Non-Compliant Example: “Lose 30 pounds in 30 days with our revolutionary treatment, guaranteed! These results are typical for everyone.”
2. HIPAA Compliance
- Rule: Any patient data collected, stored, or transmitted through the website (forms, chatbots, appointment schedulers) must comply with HIPAA (Health Insurance Portability and Accountability Act).
- Example: A website form that asks for patient name, date of birth, or medical history must transmit that data securely and not store PHI on unsecured servers. Using a HIPAA-compliant CRM, such as the systems integrated by PatientGain, ensures legal compliance.
- Reference: PatientGain HIPAA Compliance
3. Adherence to PHI (HIPAA) for Patient Information
The Health Insurance Portability and Accountability Act (HIPAA) strictly governs the use of Protected Health Information (PHI). This directly impacts how you use patient stories and images in your marketing.
- Compliant Example: A before-and-after photo gallery where each patient has signed a specific, detailed media release form (consent) explicitly allowing the practice to use their images for marketing purposes on the website and social media.
- Non-Compliant Example: Posting a photo of a patient—even if their face is blurred—in your clinic’s waiting room on Instagram without their explicit, written consent. Even if the patient’s name isn’t used, this can still be a HIPAA violation.
4. FDA and Medical Board Regulations
The advertising of specific prescription drugs (like Botox®) and medical devices is regulated by the FDA and state medical boards. These rules can be very specific.
- Compliant Example: A webpage that discusses “neuromodulator injections” for wrinkles and mentions that the practice uses FDA-approved products like Botox®, Dysport®, and Xeomin®.
- Non-Compliant Example: Running a Google Ad that says “Buy Botox Here!” or using the brand name “Botox” in ways that could be seen as promoting a prescription drug directly to consumers, which is prohibited for medical practices in many jurisdictions. You can advertise the service, but not the drug itself in certain ad formats.
5. Avoid Making Medical Claims or Guarantees
- Rule: Marketing content cannot promise specific outcomes or results. Claims like “lose 30 pounds in 2 weeks with our weight loss injection” or “this filler will completely eliminate wrinkles” are prohibited.
- Example: Instead of saying “Botox removes all wrinkles,” compliant content should say, “Botox can reduce the appearance of wrinkles; results vary by patient.”
- Reference: PatientGain Medical Website Content Guidelines
6. Clear and Conspicuous Disclaimers and Risk Information
Medical websites must include disclaimers to manage patient expectations and provide legal protection.
- Compliant Example: A clear disclaimer in the website’s footer stating: “The information on this website is for educational purposes only and is not a substitute for professional medical advice. Individual results may vary.”
- Non-Compliant Example: A website with no disclaimers, which could imply that the information presented should be taken as direct medical advice for any individual’s specific condition.
- Reference: PatientGain Medical Website Content Guidelines
Summary
| # | Rule | Non-Compliant Example | Compliant Example | PatientGain Reference |
|---|---|---|---|---|
| 1 | HIPAA Compliance | Website form collects patient name, DOB, and medical history via unencrypted email. | Forms collect the same data through a HIPAA-compliant CRM with secure transmission and storage. | HIPAA Compliance |
| 2 | Avoid Making Guarantees | “Lose 30 lbs in 2 weeks with our weight loss injection.” | “Weight loss injections may help patients achieve results over time; results vary by individual.” | Medical Website Guidelines |
| 3 | Use FDA-Approved Information | “Use this filler anywhere on your face; FDA approved for all uses.” | “This dermal filler is FDA-approved for lip enhancement; off-label use should be discussed with a provider.” | Regulatory Guidance |
| 4 | Evidence-Based Content Only | “PRP will rejuvenate your skin guaranteed.” | “Clinical studies suggest PRP can improve skin texture; results vary among patients.” | Content Compliance |
| 5 | No Online Diagnosis or Treatment Advice | “If you have frequent migraines, take X supplement immediately.” | “Frequent migraines may require medical evaluation. Please consult a licensed provider for proper diagnosis and treatment.” | Real-Time Communication |
| 6 | Accurate Provider Representation | “Board-certified plastic surgeon in all cosmetic procedures” when not certified. | “Board-certified plastic surgeon specializing in facial and body contouring procedures.” | Provider Bio Standards |
| 7 | Clear Disclaimers and Risk Information | “No side effects. Safe for everyone.” | “Side effects may include swelling or bruising. Individual results vary. Consult a provider before treatment.” | Conversion & Compliance Practices |
| 8 | Avoid Misleading Pricing Claims | “Cheapest Botox in the city guaranteed.” | “We offer competitive Botox pricing; contact us for a personalized quote.” | Medical Spa Marketing |
| 9 | Transparent Reviews and Testimonials | Fake patient testimonials claiming extreme results. | Real patient reviews with consent: “I had a positive experience with Botox; results were natural.” | Patient Reviews Compliance |
| 10 | Maintain HIPAA in Chat and Scheduling Apps | Chatbots ask medical questions without encryption. | AI chatbots integrated with HIPAA-compliant virtual assistants and secure scheduler apps. | Real-Time Patient Communication |
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