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Changes over the last fifteen years, mean that medical practices and businesses can use a variety of media and marketing opportunities to advertising services and attract patients.

Done properly, medical marketing and advertising can grow your business, attract the patients you want, connect more with existing patients and build your reputation in your field.

An effective online medical marketing strategy is especially ideal for medical practices looking to grow business and attract a larger network of patients and referrers.

While there are no restrictions on medical business from advertising online, they still must meet the legal advertising regulations that govern all Australian medical practices and practitioners.

The Medical Board of Australia provides a comprehensive guide to what is acceptable and legal in marketing and advertising by medical practitioners.

Section 39 of the National Law states that health services must not be advertised in a way that:

  • Is false, misleading or deceptive or is likely to be misleading or deceptive
  • Offers a gift, discount, or other inducement to attract a person to use the service or the business, unless the advertisement also sets out the terms and conditions of the offer
  • Uses testimonials or purported testimonials about the service or business
  • Creates an unreasonable expectation of beneficial treatment
  • Directly or indirectly encourages the indiscriminate or unnecessary use of regulated health services.

Penalties can be harsh for a doctor or medical practice that breach these guidelines. Doctors may have to face court, pay fines, penalties or damages, refund money or run corrective advertising.

Icon’s Medical Marketing Division are specialists in advertising and marketing for medical businesses. Contact us today to talk about how we can create a medical marketing strategy to help grow your business and build your patient and referrer network.

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