Start with the advertising boundary
Botulinum toxin products such as Botox are prescription-only medicines and must not be advertised to the public. Build marketing around a genuine consultation service. Any medicine information on a clinic website must follow the ASA’s narrow guidance for balanced, factual information; relabelling a medicine is not a workaround.
Read the ASA guidance before preparing campaign content.
Describe the professional service
Make practitioner credentials, clinic location, consultation arrangements and the assessment process clear. Do not turn a consultation page into indirect promotion of a prescription medicine.
Build a responsible enquiry journey
Let people ask about a consultation without promising a prescription or clinical result. Ensure the clinic’s qualified team approves the information and handles questions requiring clinical judgement.
Keep performance and suitability separate
Review enquiry quality and consultation attendance where reliable information is available. A marketing conversion does not establish medical suitability or a treatment outcome.
Prepare the clinic information first
Check that the clinic location, opening arrangements and practitioner details are current. Describe how a person can request an assessment and who will respond. The information should help someone understand the professional service before making a decision.
Review each public channel separately
A website, a paid advertisement and a social post are different contexts. Review the actual wording and visuals for each placement, including captions and linked pages. Content that is permissible in a narrow factual website context is not automatically suitable for an advertisement.
Give the team a clear approval process
Name the person who checks clinical accuracy and the person who approves publication. Keep the agreed copy and assets together so a later edit does not introduce a different claim. Make it straightforward for reception staff to pass clinical questions to the appropriate professional.
Put the clinic information into a usable checklist
Create one review sheet with five rows: practitioner details, clinic location, consultation arrangements, enquiry route and publication approval. For each row, record the source of the information, the person responsible and the next check date. This turns a general marketing intention into a short set of tasks the team can complete.
Walk through the page on a phone using the clinic website journey checklist. Check whether a visitor can identify the clinic, understand how an assessment works and find the correct contact route. Record unclear wording or failed links against the exact page. Have the qualified clinic reviewer approve the final content before publishing; retain the advertising requirements throughout the review.
Before you choose
Your questions, answered.
What should a clinic take from this guide?
Use the guidance to make one clearer decision about clinic growth. Start with the section closest to the current constraint, then check it against the clinic’s services, location, capacity and evidence.
How should this advice be applied?
Apply one change at a time, define the patient or commercial outcome it is meant to improve, and review a suitable period of evidence before expanding the work.
What should be checked before acting?
Check current advertising, clinical and platform requirements, the accuracy of every claim, the patient journey after the click and whether the clinic team can respond to the resulting demand.