By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    benefits of using protein powder to build muscles
    Protein Powder for Muscle Mass: Everything You Need to Know
    December 12, 2021
    changes brought on by blockchain in healthcare
    Technology In The Healthcare Industry
    March 28, 2022
    What Does Core Body Temperature Say About Health?
    August 17, 2022
    Latest News
    7 Most Common Healthcare Accreditation Programs: Which Should You Use?
    August 20, 2025
    Hospital Pest Control and the Fight Against Superbugs
    August 20, 2025
    Hygiene Beyond The Clinic: Attention To Overlooked Non-Clinical Spaces
    August 13, 2025
    5 Steps to a Promising Career as a Healthcare Administrator
    August 3, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Collaborating for Population Health Management Strategy
    December 30, 2012
    ACO
    What Are the Current Trends in Accountable Care Organizations (ACOs)?
    April 26, 2013
    patient engagement
    How to Engage Patients: Start with Strategic Planning
    August 18, 2013
    Latest News
    How Social Security Disability Shapes Access to Care and Everyday Health
    August 22, 2025
    How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
    August 22, 2025
    How One Fall Can Lead to a Long Road of Medical Complications
    August 22, 2025
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: How Healthcare Digital Marketing Campaigns Differ from Other Industries
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > How Healthcare Digital Marketing Campaigns Differ from Other Industries
Business

How Healthcare Digital Marketing Campaigns Differ from Other Industries

Jonathan Catley
Jonathan Catley
Share
5 Min Read
SHARE

The healthcare industry faces several unique challenges from other industries when it comes to their digital marketing. That may be one of the reasons this industry seems to be lagging behind so many others when it comes to implementing a healthcare digital marketing strategy.

The healthcare industry faces several unique challenges from other industries when it comes to their digital marketing. That may be one of the reasons this industry seems to be lagging behind so many others when it comes to implementing a healthcare digital marketing strategy.

More Read

aco mistakes
Five Ways to Lead an ACO to Failure
BIG-BIG-BIG: Company, Heart and Checkbook
How a Well-Designed Doctor’s Office Could Help Patients
Big Pharma: Direct to Consumer Marketing Is Unethical
Top Tips to Boost Facebook Engagement

Careful planning and an understanding of constraints, however, can lead to a substantial marketing coup for savvy health systems, medical practices, medical device companies and clinical trials that get in ahead of the healthcare digital marketing crowd.

The numbers indicate that more and more healthcare focused companies are beginning to adopt digital marketing, leaving those who are even slower to embrace it lagging further and further behind. Here’s a few items you need to know before integrating a healthcare digital marketing strategy.

Regulations Issues/HIPAA/ Personal Health Information (PHI)

HIPAA regulations have many health practitioners hesitant to share any information online. This is especially true when it comes to digital advertisements, which are heavily regulated.

The key is to avoid using patient information in your advertising. Privacy is paramount. Never post a photograph that can identify a patient – even in the background, without obtaining consent from the patient. This isn’t always necessary in other industries, but in medical fields, or any field protected by HIPAA, it is absolutely necessary.

FDA Restrictions on Med Device/Drugs for Social Media

The FDA has made strong statements about claims that can be made about medications and medical devices via social media. In June of 2014, the U.S. Food and Drug Administration released draft guidance that included points about marketing via social media, such as Twitter, where characters are limited. In this guidance the FDA proposes requiring that each individual message regarding medication or medical device benefits must also provide risk information within the same message regardless of character limitations.

This proposal, while not exactly the law of the land, yet, has been met with a great deal of resistance by medical device and drug makers who fear this will effectively eliminate certain platforms as viable options for marketing and contend that it violates their rights to free speech. The jury is still out on that one, but it is better, in this day and age, to err on the side of caution for the time being.

Google Restrictions

While Google doesn’t forbid healthcare related advertising it is highly restricted, especially in regards to re-marketing (or re-targeting). Some practitioners must receive pre-authorization to launch a digital campaign. The likelihood of approval varies according to countries where products are being advertised and the types of products being advertised. The following are examples of what can be restricted for promotional content by Google:

  • Over-the-counter medications

  • Prescription Drugs

  • Online and Offline Pharmacies

  • Medical Devices and tests

  • Clinical Trial Recruitment

  • Sexual Enhancement Treatments

  • Pregnancy and Fertility (products and services)

  • Medical Services and Procedures

Again, these restricitions vary by country. For example, most of these would be approved in the United States for digital advertising. Understanding these restrictions can heavily impact your digital marketing strategy and capabilities. Consult your legal team, or someone with experience in your industry, to achieve a better understanding of what can be accomplished with available digital channels. 

This doesn’t mean that hospitals, physician medical practices, medical devices, pharmaceuticals and clinical trials cannot have effective digital marketing campaigns. What it does mean is that you must educate yourself about the letter of the law today, and as those laws change over time.

  Targeted Medical Marketing, Digital Marketing

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

engineer fitting prosthetic arm
How Social Security Disability Shapes Access to Care and Everyday Health
Health care
August 20, 2025
a woman explaining the document
How a DUI Lawyer Can Help When Your Future Health Feels Uncertain
Public Health
August 20, 2025
physiotherapist at work
How One Fall Can Lead to a Long Road of Medical Complications
Health care
August 20, 2025
Common Healthcare Accreditation Programs
7 Most Common Healthcare Accreditation Programs: Which Should You Use?
Health News
August 20, 2025

You Might also Like

cybersecurity in healthcare
BusinesseHealthMedical RecordsPolicy & LawTechnology

Criminal Attacks on Healthcare Organizations Increase 100%

March 17, 2014
ppe equipment for homecare workers
Health careHospital AdministrationPolicy & Law

4 Essential PPE Items for Home Care Workers

January 12, 2022

HealthCare Costs: Time to Call ACOs Parsimonious Care Organizations?

February 17, 2012

The Battle Over Avastin

July 1, 2011
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?