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
    What Are the Benefits of CBD?
    November 27, 2021
    How to Measure Adult Diapers- The Ultimate Guide to Picking the Right Size
    March 8, 2022
    medicine cabinet
    The Effect Of Finished Dosage Form Manufacturing In New Drugs
    July 5, 2022
    Latest News
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
    The Hidden Impact Of Stress On Your Body’s Alignment And Balance
    May 22, 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
    turo lawyer
    Why A Good Turo Lawyer Can Help Cover Medical Fees
    April 8, 2024
    Comprehensive Healthcare Treatment for Slip and Fall Injuries: A Guide to Recovery
    Comprehensive Healthcare Treatment for Slip and Fall Injuries: A Guide to Recovery
    December 26, 2023
    Medical Negligence
    The Impact of Medical Negligence: How Claims Can Help You Move Forward
    January 6, 2025
    Latest News
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
    Top HIPAA-Compliant Messaging Apps for Healthcare Teams
    June 25, 2025
    When Healthcare Ends, the Legal Process Begins: What Families Should Know About Probate and Medical Estates
    June 20, 2025
    Preventing Contamination In Healthcare Facilities Starts With Hygiene
    June 15, 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

From Denial to Responsibility – Connected Health Can Make Us All Accountable for Our Care
Gamification–You Have Won and Now We Know All About You
Supply Chain Disruptions: The Enterprise Killer
Walmart Moves Health Care Forward Again
The PCMH and Home Care Data: An Interview with Melissa McCormack

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

9 Lifestyle Tweaks That Can Add Years to Your Life
9 Healthcare Lifestyle Tweaks That can Add Years to Your Life
lifestyle
July 11, 2025
car accident lawsuit
Let Your Lawyer Handle the Work Before You Pay Medical Costs
Policy & Law
July 6, 2025
women dental care
What Is a Smile Makeover and How Much Does It Cost?
Dental health
June 30, 2025
HIPAA-Compliant Messaging Apps
Top HIPAA-Compliant Messaging Apps for Healthcare Teams
Global Healthcare Policy & Law Technology
June 25, 2025

You Might also Like

generic adderall
BusinessFinance

Generic Adderall XR to Be Sold in 2016 Under Agreement Struck Between Shire and Sandoz

December 4, 2013
Newsletter_Pic2_07_30_2015
Business

What’s the Right “Level of Care” for Your Marketing?

July 29, 2015

The Disconnect Between Hospital Marketing and What Patients Need

March 6, 2012
price of medical care
BusinessPolicy & LawPublic Health

Leave No Patient on the Battlefield

June 12, 2014
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?