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.
Explain the provider, not a promised result
A prospective patient should be able to find accurate practitioner information, the clinic location and the consultation arrangements. Describe the assessment process without implying that a requested medicine or treatment will necessarily be offered.
Make the enquiry route work
Review the form, phone information and confirmation message. Set expectations about the response and avoid requesting more information than the team needs at that stage. Direct questions about suitability to the qualified professional rather than a marketing script.
Evaluate the service journey
A useful review looks at whether enquiries reached the right person, whether the response was timely and whether the consultation information was clear. Keep marketing activity separate from clinical decisions and do not present a platform event as proof of treatment success.
Give reception a clear consultation handover
Map the administrative journey from an enquiry arriving to a consultation being arranged, using the clinic CRM and enquiry-stage guide. Record who checks the inbox, who covers absences, where the enquiry is logged and how an unanswered request is handed over. Agree a realistic response window based on actual staffing and display the same expectation in the confirmation message.
Use a simple status record: received, administrative reply sent, clinical question referred, consultation offered and consultation booked. Review a small sample with the clinic team to find unclear information or missed handovers. Keep clinical assessment with the appropriate practitioner; this record measures the enquiry process rather than recommending a treatment.
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.