In case you haven’t heard yet, the FTC issued new guidelines regarding the use of endorsements and testimonials in advertising. The result of these new guidelines change the entire landscape of testimonial-based marketing (of which I am a big fan of for aesthetic marketing).
The gist of it is that if you use a patient testimonial to show off the results from your product or service, the ad should clearly and conspicuously disclose the generally expected performance or result of your product or service that others can expect. However, if you advertise “Experience Testimonials” that are simply complimentary to you and show that your patients are happy with the products and services you provide, then the FTC guidelines have no impact. So you can use experience testimonials in the same ways you have been using them.
I am not giving you legal advice. I am simply saying if you are using patient testimonials in your external promotional efforts to showcase your products and services, be sure they depict what other patients could generally expect from the same. Then run it by your attorney to be on the safe side.
For more Free tips and videos, visit www.CosmeticImageMarketing.com. Catherine Maley, MBA is Author of Your Aesthetic Practice/What Your Patients Are Saying and her firm offers everything you need to succeed in aesthetic medicine. You can call Catherine at (877) 339-8833 or email her at info@CosmeticImageMarketing.com.
She is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars.