Healthcare marketing agency
“Can we advertise?” is the first question most doctors ask us. The honest answer depends on who is advertising, what is said and where.
This is a practical summary, not legal advice. Check specific campaigns with a qualified adviser. Sources are listed on our compliance page.
The rules that apply
- IMC (Professional Conduct, Etiquette and Ethics) Regulations, 2002. Regulation 6.1 treats soliciting patients by advertising—by a doctor, a group of doctors or an institution—as unethical. These regulations continue to apply because the National Medical Commission’s 2023 conduct regulations were put in abeyance.
- ASCI Code. Advertising claims must be truthful, substantiated and not misleading. ASCI has specific guidance for healthcare.
- Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954. Prohibits advertisements that claim to diagnose, cure or prevent certain listed diseases and conditions.
- Consumer Protection Act, 2019 and CCPA guidelines. Misleading advertisements and false endorsements attract penalties.
- Digital Personal Data Protection Act, 2023. Patient contact data needs a lawful basis and consent for marketing follow-up.
- Google and Meta policies. Health ads face extra restrictions, and neither platform allows targeting people based on health conditions.
What an individual doctor can do
- Keep a complete, accurate Google Business Profile and directory listings
- Publish a factual profile page: qualifications, registration number, specialities, OPD timings and location
- Share educational content that helps patients understand conditions—without promoting yourself as the solution
- Ask every patient for a review in the same neutral way
What an individual doctor should avoid
- Paid ads promoting yourself or your services
- “Best doctor”, “No. 1”, “guaranteed”, “100% success” and similar claims
- Before/after photos and treatment testimonials
- Discounts or offers to attract patients
What hospitals and clinics can do
Hospitals and clinics can inform people about services, facilities, timings, health camps and check-up packages—including through Google and Meta ads that follow platform policy. Every claim must be truthful and verifiable, and must avoid superiority or cure claims.
A quick check before anything is published
- Is every fact verified—qualifications, timings, prices?
- Does it avoid “best”, “guaranteed”, “painless” and cure claims?
- Has a clinician approved every medical statement?
- Is patient consent on file for any photo, story or quote?
- Does the ad follow Google’s or Meta’s healthcare policy?
HealthBrandX checks every page, post and ad against these rules before it goes live. See how we work within the rules or read about doctor branding.
Frequently asked questions
Can a doctor run Facebook or Google ads?
Self-promotional ads by an individual doctor count as soliciting patients under the IMC 2002 regulations. HealthBrandX does not run them. Doctors can instead keep an accurate Google profile, a factual profile page and educational content.
Can a hospital use patient testimonials?
Only with the patient’s informed written consent, without identifying health details unless expressly permitted, and without implying guaranteed results. Many hospitals avoid treatment testimonials altogether and use reviews about service and experience instead.
Is this legal advice?
No. This is a working summary for planning communication. Confirm specific claims and campaigns with a qualified legal adviser.
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