Healthcare marketing compliance can be complex. Not only are there many guidelines that you must comply with, but they can also change quickly.
With both of these aspects, plus the fact that you’re working in an often-stressful industry as it is, it’s understandable if healthcare marketing compliance isn’t your strong suit. However, it’s a legal necessity in the Australian healthcare industry— which means it needs to be your first priority when it comes to advertising your practice.
This article explores the AHPRA guidelines and why it’s in your best interest to utilise a digital marketing agency that specialises in the healthcare space. For personalised advice, contact our team at practiceedge today.
What are AHPRA Guidelines?
Whether you’re looking to attract patients to your dentist practice, physiotherapy clinic, or rehabilitation centre, healthcare services need to ensure compliance with AHPRA— the Australian Health Practitioner Regulation Agency. Working in partnership with the National Boards, AHPRA ensures practices and practitioners abide by the law and adhere to ethical standards. If practices or practitioners don’t follow the guidelines, they’re subject to hefty fines and may even be prohibited from providing health services.
As such, it’s crucial to make informed decisions when it comes to your marketing. From pharmaceutical companies and hospitals to dentists and dietitians, working in a regulated health service means choosing a digital marketing agency is in your best interest— and ultimately, that of your patients.
Understanding AHPRA Guidelines
AHPRA’s guidelines are designed to protect public health and safety by ensuring that the advertising of regulated health services is not false, misleading, or deceptive. These regulations aim to ensure that patients don’t have an unreasonable expectation of your services, and that they can trust you to take issues such as safeguarding patient data seriously.
For healthcare providers, this means navigating a complex set of rules that govern what can and cannot be stated in marketing materials, including on your website and social media platforms. Even a small misstep can result in hefty fines, damage to your professional reputation, and a loss of trust with your patients.
The Role of a Specialised Digital Marketing Agency
As a digital marketing agency, referring to ourselves as a ‘specialist’ is no problem. However, in most cases, this may not be permitted within the healthcare industry. Sometimes it is, and sometimes it isn’t— and that’s where a specialist digital marketing agency comes in. With unique, specific knowledge and experience working with people in the healthcare industry, a specialised digital marketing agency offers:
A digital marketing agency with AHPRA expertise can help navigate the compliance landscape. They can craft messaging that is compelling yet compliant, ensuring that all claims about healthcare services are substantiated, testimonials are used appropriately, and no unrealistic expectations are set.
The professional reputation of healthcare providers is paramount. A marketing partner that understands the nuances of AHPRA guidelines will ensure that the dignity of the profession is upheld, and the trust between healthcare providers and patients is maintained.
The risk of non-compliance is not just a potential fine but also the potential harm to patients and the public. A digital marketing agency well-versed in AHPRA regulations mitigates this risk by ensuring all marketing activities adhere to the highest standards of accuracy and integrity.
Compliance doesn't mean boring or ineffective marketing! An experienced agency can be innovative in their approach, finding new and exciting ways to engage audiences while staying within the boundaries set by AHPRA.
The Importance of Specialisation
Healthcare is not a generic industry, and neither should be the marketing approach. A specialist agency brings a wealth of knowledge about healthcare consumers, their concerns, and how to reach them effectively.
Understanding the sensitivities and specificities of healthcare topics, a specialised agency can create content that resonates with the audience, provides valuable information, and enhances the provider's reputation.
AHPRA guidelines extend to the online presence, including website content, SEO practices, and social media. A specialised agency knows how to optimise for search engines and improve online visibility without contravening AHPRA guidelines.
The Value of Experience
An agency that has a history of working within AHPRA guidelines is more likely to deliver compliant and successful campaigns. They can demonstrate their expertise through case studies and testimonials from other healthcare providers.
Marketing is not a one-off event but a continuous process of building and maintaining a brand. An agency that understands the healthcare sector and AHPRA guidelines can be a long-term partner in growth, helping to navigate the changing digital landscape.
Regulations change, and an agency specialising in healthcare marketing will be abreast of these changes, ensuring that your marketing strategy adapts accordingly.
Navigating Reviews and Compliance
Do's:
- Review Advertising Content: Regularly review all advertising content, including material on websites and social media you control, to ensure compliance with National Law.
- Differentiate Between Testimonials and Feedback : Understand the difference between prohibited testimonials (related to clinical aspects) and permissible patient feedback (related to non-clinical aspects like customer service).
- Disable Review Functions if Necessary: On social media or other platforms used for advertising, disable functions that allow testimonials, or comply with AHPRA guidelines by not interacting with the customer reviews.
- Educate Staff and Marketing Teams: Ensure that everyone involved in creating or managing advertising content understands the regulations and the importance of compliance.
- Monitor Third-Party Sites : Keep an eye on third-party sites that might feature your services, ensuring that any content over which you have control or influence is in line with AHPRA guidelines.
Dont's:
- Avoid Using Testimonials : Do not use testimonials or purported testimonials in any form of advertising, including stories, patient experiences, or success stories that involve clinical aspects.
- Steer Clear of Misleading Content: Do not edit patient reviews to remove negative content or to present a misleadingly positive impression of the service.
- Resist Selective Publishing: Avoid selectively publishing only positive reviews, as this can create a biased and potentially misleading picture of your services.
- Do Not Ignore Non-Compliant Content: Do not ignore non-compliant content on your advertising platforms. Take immediate action to remove or modify it to ensure compliance.
- Avoid Engaging Directly with Reviews: Do NOT engage with reviews on third-party sites, as this could be seen as using a testimonial in advertising, which is against the guidelines.
Ready to Adhere to Advertising Rules While Ensuring Exceptional Communication?
When you want to ensure compliance and patient privacy with a high-quality, engaging website, the best thing you can do for your business is to work with a specialised digital marketing agency. Large pharmaceutical companies and solo general practitioners alike can face advertising challenges, potentially putting their qualifications on the line. With such high possible consequences, relying on a specialist agency is imperative.
At practiceedge, we determine the most appropriate methods for your website and other digital marketing platforms to ensure effectiveness for your audience and the healthcare advertising law. To make the most of your online presence within advertisement guidelines, book your call with our experienced team today.
Contact practiceedge to ensure your digital marketing aligns with AHPRA guidelines and harnesses the full potential of your online presence, all while upholding the integrity and trust at the heart of your healthcare practice.
