Promotion of medical services

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Medical services are a specific niche for advertising. Marketers have to balance on the edge: on the one hand, they need to not only have a unique offer, but also present it more profitably than competitors, on the other hand, they need to take into account all the restrictions in the legislation. Elit-Web experts tell us how to maneuver between two fires and remain a winner.

Rules and restrictions in advertising medical services
In 2012, the company "Darnitsa" received a fine of more than $ 592,000 for a 31-second video about the drug "Miramistin". The reason for the legal proceedings was 4 words from the video: "even instagram data works on HIV." The courts called it "misleading advertising."

Promotion of medical services

That same year, Farmak was ordered to pay $281,000 for the phrase "9 out of 10 Ukrainians choose Amizon." And the Ukrainian branch of GlaxoSmithKline was fined for using the image of a doctor and the message "Dentists recommend Sensodyne."



Ukrainian legislation sets strict requirements for advertising medical services. To avoid fines and removal of advertisements, it is not enough to take into account restrictions at the strategy development stage. Every second of the video and every word in the post must be checked for compliance with the law.

Documents regulating the rules of advertising medical services for healthcare institutions: Law of Ukraine "On Advertising", Law of Ukraine "On Protection from Unfair Competition".

Regardless of the format, creatives cannot talk about the following:

the service/drug has an effect on diseases that are resistant to treatment or difficult to treat;
the product is the most effective, safe, and has no side effects;
the product is better than specific analogues;
healthcare professionals, institutions or scientific organizations recommend the product;
the therapeutic effect is guaranteed.
For these reasons, you will never see claims in medical advertising that a product cures. It may relieve symptoms, help get rid of them, "keep a cold from breaking out." But no product or service can cure.