Many medical clinics and dental practices run their own websites, but medical advertising in Taiwan is tightly regulated. If you are not careful, you could violate the law and receive a fine.
When writing medical advertising copy, the challenge is to communicate clearly while staying compliant. A small mistake can cross a legal line and even damage your brand reputation. Medical marketing is different from ordinary product marketing. It needs to be professional, accurate, and reassuring at the same time.
This article will show you how to avoid common mistakes in medical copywriting and how to write effective promotional content that still follows the rules.
1. What Is Medical Advertising?
Medical advertising is the act of using media or other methods to promote medical services with the goal of attracting patients.
These ads can appear in many formats, such as TV, radio, websites, and print. Because medical information is sensitive and can influence patient decisions, the content is heavily regulated.
According to Article 9 of Taiwan’s Medical Care Act, medical advertising is defined as using media or other methods to promote medical services in order to attract patients.
The Ministry of Health and Welfare interprets media broadly, including radio, television, recorded programs, newspapers, magazines, flyers, posters, signs, banners, film, advertising media, brochures, business cards, and other communication methods.
Any promotion that uses these channels to attract patients or clients is considered medical advertising. That means ads on Facebook pages, LINE, or ecommerce platforms that promote medical effects can also be illegal if they are used to recruit patients.
2. Medical Advertising Rules: What Does the Law Say?
Article 84 of the Medical Care Act: non-medical institutions may not run medical ads
First, note that if you are not a legally licensed medical institution, you cannot advertise medical services. Even if you are allowed to advertise, you still need to follow the rules below.
Article 86: Medical ads may not be done in the following ways:
- Using another person’s name to promote the service.
- Promoting through the sale or gifting of medical publications.
- Promoting by claiming secret family formulas or answering public questions.
- Quoting medical publications as promotion.
- Promoting through interviews or reports.
- Running ads jointly or side by side with content that violates the previous rules.
- Using other improper methods of promotion.
The law clearly lists what is not allowed, but the details matter. Small mistakes can still lead to penalties, so do not take it lightly. Here are some common NG examples you should avoid.
3. Common Mistakes in Medical Advertising Copy
In your website copy or article content, there are words and phrases you should not use in medical advertising.
- Guaranteeing a cure or overstating treatment results
Examples include “never comes back,” “completely cured,” “one and done,” or “rejuvenated.” - Using superlatives or ranking claims
Examples include “first in the country,” “the only one,” “the first of its kind,” “most cases treated,” “best,” “guaranteed,” or “largest.” - Inventing new terms that exaggerate the effect
New medical technology is exciting, but if the wording is misleading or overly suggestive, it can still be a problem. - Promoting false drug effects or addictive treatments
- Any promotion that violates medical ethics
For example, unapproved technologies or human experiments.
4. How Should Medical Copy Be Written?
After seeing all the things you cannot say, you may still wonder what you can say.
The two key principles are simple: stay honest and stay factual. Many businesses use exaggerated language to attract customers, but in healthcare you need to avoid hype, false claims, distortions, and impersonation. Also avoid promotional intent. Promotions, limited-time offers, and discounts can create legal risk.
Here are some safe content ideas you can include in articles:
1. Medical and health education content
Share details about treatment procedures or explain things from the patient’s point of view. For example: “Myths about root canal treatment,” “Things to know before orthodontics,” or “How to prevent periodontal disease.”
2. Daily clinic stories
Many clinics manage social media pages today. You can share daily stories or doctor experiences to build a friendly brand image and strengthen trust between clinic and patient.
3. Basic information
- Clinic information such as phone number, address, transportation, and environment
- Doctor information such as name, experience, and specialty
- Departments and clinic hours
4. FAQs and common myths
People are often afraid of the unknown, especially when it comes to illness. You can research common misunderstandings and have a specialist explain them clearly to improve trust in the clinic.
5. Medical Advertising FAQ
1. Can I post before-and-after comparison photos?
Answer: Before-and-after photos are popular, but they are not allowed in general medical ads. Under Article 72 of the Medical Care Act, medical institutions and staff may not disclose patient condition or health information without justification. Images that are not used for treatment explanation, health education, or knowledge sharing should not be published.
However, if you want to share a treatment case, you can do so if all three of the following are met:
- Written patient consent
You must get written consent before sharing any patient record or photo. - Full disclosure of medical context
Provide enough background, such as the treatment process, purpose, and results, so the image is not misleading. - Used for treatment explanation, health education, or medical knowledge
The image must be for explanation or education, not pure advertising.
2. Can I mention installment payments or prepaid deposits?
Answer: This is also a common legal risk. According to a Ministry of Health and Welfare letter issued on November 22, 2016, ads that use discounts, group buying, direct sales, coupons, prepaid fees, or installment-payment gifts as a way to promote treatment can violate the Medical Care Act.
Safer wording includes “multiple payment options,” “flexible payment options,” or “please consult the doctor.”
3. Can we mention bank-partnered installment plans in the article?
Answer: This still falls within promotion-related territory. You may mention that multiple payment options exist, but specific service details should be described carefully and should invite the reader to consult the clinic. Otherwise, it may violate Articles 61 and 86.
- Contract transparency: installment terms should clearly state payment conditions, interest, and deadlines.
- Do not over-promote installment plans: avoid presenting them as the main reason to choose treatment.
- Handle financial services properly: if a clinic offers installments, it should work with legitimate financial institutions and follow financial rules.
4. Can we run a social media giveaway campaign?
Answer: A giveaway is not automatically illegal, but it must follow the rules:
- No inducement to buy: the giveaway should not be tied directly to medical treatment.
- Follow the required procedures: announce the rules, prizes, and winner method clearly.
- No misleading medical claims: do not use giveaways to promote treatment effects or exaggerate results.
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Conclusion
Medical advertising is much more complex than regular advertising because the law is designed to prevent harmful or misleading claims. When you write this kind of content, you need to pay close attention to compliance.
Good medical copywriting needs creativity, but it also needs compliance and professionalism. A successful piece of medical marketing should be clear and truthful, avoid exaggeration, and build trust with the target audience.
A strong SEO strategy helps the copy get discovered more easily, improves visibility, and attracts more potential patients. With regular content updates and attention to market changes, your medical copy can stand out while staying safe and effective.
