What doctors can and can’t advertise from 2025
As of 2025, new regulations will be introduced in Poland regarding the advertising of medical services by doctors. The changes are the result of an amendment to the Code of Medical Ethics. Here are the key rules on what doctors will and will not be allowed to advertise:
What doctors can advertise:
– Information about services provided: Doctors will be able to provide information about the type and scope of medical services they provide, which includes, for example, specializations, qualifications, professional experience and medical procedures offered. – Price lists: It will be possible to publish price lists for medical services. – Office hours and location: Doctors will be able to provide information on office hours and the location of the medical facility.
What doctors can’t advertise:
– Promotional content: Advertising that is promotional in nature, i.e., that encourages the use of medical services in a commercial manner, will be prohibited. – Promises of results: No specific treatment results will be promised, nor will patient reviews be used in advertisements. – Comparisons with other doctors: Comparisons with other doctors or facilities that might suggest the superiority of one doctor over another will be banned. The new regulations aim to increase transparency and ethics in communications about medical services, as well as protect patients from potentially misleading information.
Search engine advertising opportunities
- Google Ads: Doctors will be able to use the Google Ads advertising system, allowing them to reach potential patients through ads displayed in Google search results. This is an effective way to increase online visibility and attract new patients.
- SEO (Search Engine Optimization): Search engine optimization (SEO) will enable doctors to improve the position of their websites in organic search results. This will enable them to attract more visitors without having to pay for clicks on ads.
- Social media: Doctors will be able to build their personal brand on social media such as Facebook, Instagram and TikTok. This will increase patient reach and engagement by regularly publishing valuable content related to their specialty.
To effectively take advantage of the new advertising opportunities, physicians should start preparing now:
- Website Modernization: Websites should be SEO-compliant and ready to support Google Ads campaigns. It is also important that they are compliant with RODO, especially in the context of marketing consents in contact forms.
- Content creation: Developing valuable content that will capture patients’ attention is key. This content should be reliable and consistent with medical ethics, avoiding promises of unrealistic treatment results.
The new regulations open up a wide range of promotional opportunities for doctors, but they also require a responsible approach and adherence to ethical principles.
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