Digital Marketing for Plastic Surgeons: What Not to Do on Social Media According to CFM? - Trustpilot

 Digital Marketing for Plastic Surgeons: What Not to Do on Social Media According to CFM?

Digital marketing for plastic surgeons is, more than ever, a great alternative for healthcare professionals to advertise their work, however, because they don't know the rules set by the Federal Council of Medicine (CFM), many end up making mistakes that are punished. With this in mind, a digital marketing agency will explain what not to do on social media when applying digital marketing to plastic surgeons. The check!

Digital Marketing for Plastic Surgeons - Federal Council of Medicine (CFM) Standards

Digital marketing offers many effective strategies and tools for plastic surgeons to excel without violating the code of professional ethics. This requires reading and understanding the standards set forth in the Medical Declaration Guidelines established by Council of Foreign Ministers Resolution 1974/11. Therefore, below you can familiarize yourself with the basic rules.

Don't do a plastic surgeon in digital marketing

#01. CFM prohibits the use of any redundant and unproven adjectives such as "Best plastic surgeon in Brazil". Expressions that promise guaranteed results, such as “the only plastic surgeon who can guarantee the result you dreamed of,” are also prohibited in medical distribution because it is impossible to guarantee the success rate of the procedure.

#02. Another method that should not be followed in digital marketing for plastic surgeons is to study comparative before-and-after photos that show the effect of the treatment on the patient in an offensive or tempting way, even if the patient gives permission. Message. This is because because medicine is not an exact science, this outcome will not always be the same in another patient.

# 03. It is also prohibited to distribute and disseminate images (or selfies), images and audio taken with patients during treatment, whether it is a surgery or even during consultations on websites and other communication channels.

#04. As stipulated in Law 12842/13, in its Article 7, which attributes self-sufficiency to the role of determining what is experimental and what is acceptable for medical practice, plastic surgeons cannot use the Internet to advertise methods or techniques. It is not considered scientifically sound and is not recognized by the CFM.

No. 05. Aside from the fact that plastic surgeons cannot advertise an unrecognized specialty or area of ​​expertise, they cannot disclose information about a specialty for which they are not qualified and not registered with medical boards. This includes disclosing scientific titles without proof, as this encourages the patient to believe that the specialist is qualified to treat a particular organ or disease.

#06. Another limitation is participation in commercials of any kind or disclosure of information about medical procedures of a commercial nature. It is recommended that information, interviews, and articles on medical issues be submitted for educational purposes only. Therefore, one of the best alternatives nowadays is to rely on content marketing, where instead of trying to "sell" a service, you provide the audience with up-to-date information on health and quality of life, preferably within your specialty.

#07. In digital marketing for plastic surgeons, it is not allowed to include information about consultations, prices for procedures, make promotions or offer discounts. These agreements must be made individually, following a correct diagnosis of the procedures to be performed and the therapeutic evidence available.

See also: 09 Gold Digital Marketing Tips for Plastic Surgeons?

As mentioned earlier, there are many rules to avoid in order not to get penalized for CFM. Therefore, it is important that the entire digital marketing strategy is built from the outset with these requirements of the Code of Ethics in mind and wherever possible