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Is it possible for doctors to engage in promotional advertising?
In recent years, there has been an increase in the number of TV interviews with doctors and medical programs, as well as an expansion of online medical content. However, there is still a notable absence of individual doctors or hospitals engaging in advertising. This is due to the fact that doctors in Hong Kong adhere to a strict set of professional standards for advertising.
Regulation of Advertising/Promotion by Doctors
The Medical Council of Hong Kong (MCHK) oversees the regulation of doctors in Hong Kong. Each doctor is required to adhere to the Code of Professional Conduct for the Guidance of Registered Medical Practitioners in Hong Kong, which outlines the doctors’ responsibilities to patients, financial arrangements, attitudes towards religion, and promotional behavior. The Code is designed to maintain a strict image of the medical profession among the general public and to prevent unrealistic expectations from patients. It ensures that the public maintains a positive perception of healthcare and that patients’ expectations are realistic.
It is important to note that social media platforms are not exempt from these regulations.
In terms of publicity, doctors were previously limited to conducting promotional activities through a number of channels, including signboards, stationery (such as business cards, letterheads, prescription pads, etc.), as well as newspapers, magazines, and other publications. Moreover, there are clear and quite strict specifications for each channel. Violations of the Ordinance can occur if these specifications are not adhered to. Additionally, the recently revised ‘Professional Code of Conduct for the Guidance of Registered Medical Practitioners in Hong Kong’ has expanded upon and detailed the rules regarding the use of different social media platforms for publicity purposes.
The dissemination of information is of the utmost importance.
It is crucial that medical organizations, clinics, and individual doctors exercise caution when releasing information. However, doctors are burdened with significant workloads and must prioritize their medical duties. To manage information dissemination effectively, doctors must dedicate time and effort.
HKHMR understands the challenges faced by the healthcare industry and doctors. Our team processes over 150 media reports and produces more than 1,000 pieces of copy annually. We have extensive experience in integrating digital SEO with healthcare public relations (PR), selecting the most effective channels for disseminating healthcare information, and ensuring that relevant audiences can access this information seamlessly. This approach not only enhances communication but also helps to build trust and a professional image.
