Why Your Healthcare Marketing Needs A CheckUp
It is better to avoid making claims about your healthcare product with a thoughtful marketing plan that includes tight controls and review processes.
Partner Matthew Zimmerman, with the assistance of Associate Jeff Schacknow, wrote an article for MedCity News on the importance of marketers in the healthcare space understanding certain requirements to avoid litigation.
As more healthcare dollars are in the hands of patient consumers, many marketers are engaging patients with new, creative—and sometimes aggressive—campaigns. Although there are many benefits to speaking directly to patients, the practice comes with added risk. Issues such as breach of contract, unfair or deceptive consumer practices, fraud, and medical malpractice claims can all arise if marketing personnel do not adhere to guidelines regarding protected health information, internet privacy, telemarketing, Medicare beneficiaries, gifts to patients, testimonials and endorsements, native advertising, and required proof of claims.