With patients increasingly connected to the internet and seeking health information daily, the health professional must keep up with this rhythm and also be present on social networks.
But, did you know that CFM (Brazil's Federal Council of Medicine) imposes several restrictions on digital marketing made by healthcare professionals? Know these restrictions and learn how to keep your social media active worry-free.
It is very common in ads or even in the description of companies on social networks, the terms "the best", "the most efficient", "guaranteed result" or others with the same meaning, however, concerning medical marketing, these expressions are prohibited, as well as suggesting that the medical service or doctor mentioned is the only one capable of providing treatment for a health problem.
As much as there are trained and renowned health professionals, it is known that each organism reacts differently, so even though the chances of success are great, it is forbidden to guarantee the patient or his family the guarantee of results.
In this same context, any type of advertising where designations, symbols, figures, drawings, images, slogans and any arguments that suggest a guarantee of results is also prohibited.
Selfies at work
According to Brazilian resolution 2.126/2015, the publication of self-portrait (selfie) in work and care situations, in situations such as before or after surgery, for example, is prohibited.
This measure aims at an ethical attitude towards their relationship with patients, as many end up having their privacy violated because of this, including with embarrassing situations.
Photos of patients
Some beauty centers use photos of clients to illustrate the results of the services provided, however, in medicine this practice cannot be applied. Exposing the figure of your patient as a way of disseminating technique, method or result, even with the express authorization of the same, as well as the publication of images of the “before and after” of procedures is also forbidden to the doctor and the medical assistance establishments.
Social networks can be used for health-related posts, but it is strictly forbidden to offer any type of consultancy to patients and family members as a substitute for face-to-face medical consultation as well as prescription of remote medicines.
The professional's specialty and/or area of activity must be disclosed, as well as the registration number with the Regional Medical Council and the Specialist Qualification Registration number (RQE), if it is. You can also announce the courses and updates provided, as long as they are related to your specialty or area of practice duly registered with the Regional Council of Medicine. However, it is forbidden for the physician to disclose a specialty or practice area not recognized by the Brazilian Federal Council of Medicine or by the Joint Committee of Specialists.