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.
Organise information around the clinic
Use a clear structure for the business, practitioners, location and consultation service. Internal links should help readers understand where to find accurate professional information. Avoid creating many near-identical pages simply to target variations of a medicine name.
Check technical access and page clarity
Make sure important pages load on mobile, have descriptive titles and link to the correct destination. Review canonical URLs and indexation settings when a page is moved. Technical accessibility helps search engines understand the site but does not override advertising restrictions.
Keep expectations realistic
Search results vary with the query, location and competition. Establish a baseline for relevant searches and compare like-for-like periods. Useful visibility should be considered alongside enquiry quality; no search position or consultation volume is guaranteed.
Before you choose
Your questions, answered.
What should a clinic take from this guide?
Use the guidance to make one clearer decision about search visibility. 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.