Health · · 4 min read
Medical advertising and profile growth: what to watch for
Doctors can and should have a presence online. Doing it with elegance and within the rules is part of the strategy, not an obstacle to it.
Communication by doctors and clinics is subject to specific rules from Brazil's Federal Council of Medicine (CFM). They guide what can be said, how it can be shown and which promises can't be made. The rules get updated over time, so the reference is always the current text from the CFM and your regional council.
Why curation helps
A curated audience reduces the need for appeals and promises, because whoever reaches the profile already has a real interest in the subject. Content can be more sober, more educational and more faithful to the posture a patient expects from a healthcare professional.
Points of attention
- Avoid promising results and comparing professionals.
- Be careful with patient images and before-and-after photos.
- Keep professional identification and registration in line with the rules.
- Align ads, bio and content to the same standard of language.
This text is for information only and does not replace the guidance of your professional council or a legal specialist.