Post by account_disabled on Feb 24, 2024 3:20:21 GMT -6
Although its contents and services are of high quality, the topic of promotion and, specifically, advertising for the medical and healthcare sector remains delicate. Healthcare facilities are subject to specific regulatory requirements regarding online and offline communication and promotion , which was practically prohibited until the Bersani Law came into force in 2006. If the Law has effectively liberalized advertising in the medical and dental sector, with the authorized structures still being required - as well as the individual doctors who work there - to comply with the Code of Professional Ethics , specific limitations have however been imposed and determined in regarding the protection of personal data (GDPR) . In addition to the obligation of anonymization of cookies , to which every site beyond the medical sphere is subject, is added the impossibility of using the data acquired within the site for remarketing and retargeting purposes .
These are provisions that need to be known and evaluated well also in Middle East Phone Number List view of an email marketing activity , where the attention to privacy is almost obsessive, but which if well structured on a technical, content, compliance (and monitoring of performance), today it allows you to obtain excellent results in terms of loyalty, conversion (but also upselling and crossselling). The only sections exempt from regulatory imposition are the blog and the download of downloadable material, for which it is possible to show advertisements (also for lookalike audiences ) in display format via Google Ads and Meta Ads. As for Facebook, it's worth exploring the topic further. Facebook Ads for private clinics: a practical example We have recently developed a healthcare web marketing strategy to meet the objective of increasing the visibility of the brand and the services offered, to increase online bookings. For this reason, specific campaigns on Google Ads and Facebook Ads were mainly exploited. When creating campaigns on Facebook it was necessary to comply with the limitations and prohibitions provided for by the social media's advertising regulations, which prevent us from: publish images of nudity, crude scenes or images that may otherwise offend the user's sensitivity; contain false or misleading health-related claims; use, within sponsored advertisements, terminologies that refer to personal characteristics such as physical and mental health.
Comply with GDPR compliance, it was also appropriate to correctly set and configure the Facebook pixel through a change at code level , so that confidential information relating to searches carried out by patients subsequent to the entry to the site from a sponsored advert. Not just promotion of services The promotion of medical-health devices subject to stringent regulatory discipline also falls within the cauldron of restrictions in healthcare and medical marketing. Health advertising on the Web of medical devices, in vitro diagnostic medical devices and medical-surgical devices , in fact, is regulated, in addition to the provisions of the GDPR, by a series of community and national regulations: Regulation 2017/745 (MDR) Regulation 2019/1020 on supervision (and the indications of the 2022 Blue Guide) Legislative Decree 70/2003 and Consumer Code Regulations regarding the advertising of medical devices. Then there are the Guidelines published by the Ministry of Health on 20 December 2017 , with a subsequent and specific integration for Facebook on 24 October 2019. Let's delve deeper into the topic once again . Pillows with magnetotherapy: how to promote them on the Web? With a view to starting the production and marketing business of anatomical and postural cushions with magnetotherapy for bed, car and office, useful in the prevention and treatment of Musculoskeletal Disorders of the neck and back (class IIa medical devices), without taking excessive risks or make missteps, a MarCom (marketing and communications) plan has been drawn up.
These are provisions that need to be known and evaluated well also in Middle East Phone Number List view of an email marketing activity , where the attention to privacy is almost obsessive, but which if well structured on a technical, content, compliance (and monitoring of performance), today it allows you to obtain excellent results in terms of loyalty, conversion (but also upselling and crossselling). The only sections exempt from regulatory imposition are the blog and the download of downloadable material, for which it is possible to show advertisements (also for lookalike audiences ) in display format via Google Ads and Meta Ads. As for Facebook, it's worth exploring the topic further. Facebook Ads for private clinics: a practical example We have recently developed a healthcare web marketing strategy to meet the objective of increasing the visibility of the brand and the services offered, to increase online bookings. For this reason, specific campaigns on Google Ads and Facebook Ads were mainly exploited. When creating campaigns on Facebook it was necessary to comply with the limitations and prohibitions provided for by the social media's advertising regulations, which prevent us from: publish images of nudity, crude scenes or images that may otherwise offend the user's sensitivity; contain false or misleading health-related claims; use, within sponsored advertisements, terminologies that refer to personal characteristics such as physical and mental health.
Comply with GDPR compliance, it was also appropriate to correctly set and configure the Facebook pixel through a change at code level , so that confidential information relating to searches carried out by patients subsequent to the entry to the site from a sponsored advert. Not just promotion of services The promotion of medical-health devices subject to stringent regulatory discipline also falls within the cauldron of restrictions in healthcare and medical marketing. Health advertising on the Web of medical devices, in vitro diagnostic medical devices and medical-surgical devices , in fact, is regulated, in addition to the provisions of the GDPR, by a series of community and national regulations: Regulation 2017/745 (MDR) Regulation 2019/1020 on supervision (and the indications of the 2022 Blue Guide) Legislative Decree 70/2003 and Consumer Code Regulations regarding the advertising of medical devices. Then there are the Guidelines published by the Ministry of Health on 20 December 2017 , with a subsequent and specific integration for Facebook on 24 October 2019. Let's delve deeper into the topic once again . Pillows with magnetotherapy: how to promote them on the Web? With a view to starting the production and marketing business of anatomical and postural cushions with magnetotherapy for bed, car and office, useful in the prevention and treatment of Musculoskeletal Disorders of the neck and back (class IIa medical devices), without taking excessive risks or make missteps, a MarCom (marketing and communications) plan has been drawn up.