While testimonials and endorsements can be one of your most powerful social media tools, you must stay within Federal Trade Commission (FTC) guidelines. The FTC issued new rules and recommendations last year. There are a few simple ways to abide by
these rules:
- Don’t hire paid endorsers.
- Only feature actual patients.
- Be sure to have patients who provide testimonials sign a properly crafted Authorization for the Use and Disclosure of Individually Identifiable Health Information form. Your attorney should be able to assist you in crafting a legally sound one.
- Don’t compensate patients in any way.
- Have patients tell their stories in their own words. Ask questions rather than writing a script.
- Add a clear, concise disclaimer at the beginning or end of each testimonial.
- Be honest and open – clearly identify the physician by name and avoid partial disclosure or misrepresentation of facts.
Other rules you should check and abide by include your individual state Board of Medicine, HIPAA and your own professional liability policy.
Bottom line: Testimonials and endorsements can be invaluable to your practice — just be sure to cover your bases.