About the Marketing of Healthcare Services and Products
Pharmaceutical companies, medical device developers and healthcare professionals use marketing to sell their services and products. Medical marketing focuses on consumer-centered health benefits by using science-based information to promote medical treatment or disease prevention. The marketing of healthcare services and products requires knowledge of medical marketing laws and current industry practices.
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History
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Healthcare marketing in the United States had little regulation until the Federal Trade Commission Act of 1914. This legislation established the Federal Trade Commission (FTC), which regulates the marketing of products and services, including prescription drugs, medical devices and healthcare procedures. The FTC protects consumers from deceptive claims and unfair practices in marketing. It works in conjunction with the Federal Drug Administration (FDA) to ensure the safety of healthcare services and products.
Requirements
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Although they must pass rigorous FDA safety tests, medical products and procedures have inherent risks. The Federal Trade Commission monitors all medical promotional materials, including advertisements, brochures, commercials and websites, to ensure healthcare companies explain these dangers and limitations. Marketing materials need to contain disclaimers about possible side effects, drug interactions and contraindications. Medical companies must also provide proof of any claims made in marketing materials. Failure to follow FTC marketing laws, along with consumer complaints, could yield a costly lawsuit.
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Content
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Healthcare marketing focuses on the medical benefits of the product or service. Medical marketing messages include improving overall health, curing disease, minimizing pain or preventing illness. Advertisers often use testimonials, or supportive statements, from satisfied customers. Campaigns should identify target market, goals, benefits and barriers. For example, a blood pressure drug would have a senior target audience with a goal of decreasing blood pressure. Benefits would include increased quality of life, while barriers could be the cost or availability of the drug.
Social Marketing
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Social marketing, a companion to direct consumer marketing, promotes behavioral changes that affect wellness, rather than focusing on the benefits of specific products or services. While generally employed by public health organizations, social marketing does have commercial applications. For example, in conjunction with the release of new blood pressure medication, a drug company could sponsor public service announcements describing how a balanced diet and adequate exercise can improve blood pressure. The Quality Interagency Coordination Task Force suggests that social marketing creates educated consumers who seek out quality healthcare services and products.
Guidance
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The FTC offers several guides aimed at improving marketing messages and adherence to requirements. On its website is advertising guidance for medical products and services, such as dietary supplements and refractive eye surgery. Topics include the use of endorsements or testimonials, bait advertising, deceptive pricing and “Rules of the Road for Advertisers.”
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References
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