Healthcare

A healthcare provider may inform the public about its activities, but it can’t advertise in the traditional sense. Article 14 of Poland’s Act on Medical Activity allows providers to publish information about the scope and types of health services they offer, provided that its content and form have no characteristics of advertising. In practice, this means factual messages without superlatives, promises of results or price incentives, even when you show them in paid channels.

Healthcare marketing is the planning and running of communication for clinics, practices, doctors, medtech companies, and medical device manufacturers and distributors in line with the law, professional ethics and the GDPR. It covers strategy, the website, Google Ads campaigns, Google Business Profile, social media, review management and inquiry handling. The goal is patients and customers who trust you, not just reach.

The cost depends on scale (the number of locations, specialties or products), the scope of work and the ad budget. We price one-off work, such as an audit, strategy or a new website, separately from ongoing channel management, and the media budget goes directly to Google or Meta. We prepare a quote after a short call about your goals.

Start where patients are already looking: a complete Google Business Profile, recent reviews and a fast website with a price list and online booking. With that foundation in place, Google Ads campaigns for specific treatments and specialists pay off faster. Social media and expert content build recognition, so patients choose you rather than the nearest competitor.

Yes, a doctor can run a social media profile and publish educational content. They must follow the Polish Code of Medical Ethics and the rules on informing the public about their practice, so the profile can’t turn into an ad for their own services. We help plan content that builds the specialist’s authority and educates patients while staying within those limits.

Health data is one of the special categories of personal data (Article 9 GDPR), so it needs a more careful setup than in other industries. This applies to the whole sector: an order for ostomy supplies or a question about choosing a product also reveals health information. We check what data your forms, online booking, online store and chatbots collect, whether ad pixels run on pages with patient data or on product pages related to a medical condition, and whether campaigns are targeted using health information. We recommend confirming the final setup with your data protection officer.

It depends on the channel. A Google Ads or Meta Ads campaign usually brings the first inquiries within a few days: in a lead generation campaign for Sturomedica, 102 leads came in during the first 3 days. Google Business Profile, reviews and expert content take longer to build, usually a few months, but then bring in inquiries without paying for every click. That’s why we most often combine both approaches and show you every month how many inquiries each channel delivered.