Medical advertising is reviewed more strictly on Meta. The safe path: show the clinic, the doctors, the equipment and the service process; avoid before-and-after shots and copy that hints at a person's health condition.
What Meta restricts in medical ads
Meta's advertising standards restrict before-and-after images, copy that hints at a person's health condition (“your teeth…”) and exaggerated promises in health-related ads. The rules change, so check the current Meta Advertising Standards before a campaign.
What to show
Shots about the clinic itself are safer:
- The clinic interior, equipment, the sterile process
- Doctors: portrait, speciality, experience (with their consent)
- The online booking system and how it works
- The service catalogue
Don't show people without consent
If doctors' or patients' faces appear on camera, get written consent or consent in a message. It matters legally and for trust in the clinic.
Make the goal a booking
The main result of a clinic ad is a booking or a conversation. If you have online booking, the ad leads straight to it. Measure the result by the “cost per conversation”, not by likes.
Reply to messages fast: someone who came from an ad won't wait for hours.
Questions
Can a clinic ad use before-and-after photos?
Meta restricts such images in health-related ads. It is safer to show the clinic, doctors and the service process.
How do I measure the ad's result?
By the number of bookings or conversations and the cost per conversation. Likes and views alone are not a result.