Marketing content for an aesthetic clinic has to follow the rules on medical advertising under Taiwan's Medical Care Act. In plain terms there are three broad principles: only medical institutions may advertise medical services, what ads can say is restricted, and patients may not be solicited by improper means (for example discounts, group-buy deals or gifts). So content we write for clinics makes no claims or promises about results, uses no before-and-after photos or discount and gift promotions to attract patients, avoids words like best or number one, and has treatment descriptions written or reviewed by the clinic's doctors. This is a plain-language summary, not legal advice; the latest rules from the Ministry of Health and Welfare and your local health bureau prevail.
1. Three broad principles
- Who may advertise: only medical institutions may run medical advertising. So everything we help write goes on the clinic's own website, Business Profile and LINE, and is published after the clinic confirms it
- What can be said: what ads can say is restricted, so not everything goes. Before writing, confirm each sentence is a fact and who has confirmed it
- How patients are attracted: patients may not be solicited by improper means, for example using discounts, group-buy deals or gifts to bring people in for treatment
These principles look simple, but when writing posts, the details are where people get stuck. The comparison below shows common wording and how we would change it.
2. Common wording compared
| Common wording | Why we don't write it | What we write instead |
|---|---|---|
| Describing treatment results or promising outcomes | Written as a promise, people assume everyone gets the same | What the treatment is, which doctor performs it, how consultations work |
| Before-and-after photos to bring people in | Content we write for clinics doesn't use comparison photos to attract patients | The doctor's background and the consultation process |
| Limited-time offers, group-buy deals, gifts with treatment | This is soliciting patients with discounts or gifts | Clinic hours and how to book |
| Best, number one, the only | Unsupported and exaggerated | Concrete facts, such as the doctor's specialty and consulting hours |
| Pasting in descriptions no doctor has read | May be inaccurate, and nobody is accountable | Treatment descriptions written or reviewed by a doctor before going live |
Notice that everything in the right-hand column is a fact the clinic already knows. These facts help people and they help AI: what AI needs to answer is which clinic is where, who sees patients and how to book, and adjectives and promotions don't help with that.
3. One standard for website, social media and LINE
Many clinics think only paid ads need care, so website articles, social posts and LINE broadcasts get written more loosely. Our approach is to write anything that introduces the clinic and its medical services to the public to the same standard. The reason is simple. People and AI don't separate ads from posts; they treat both as what the clinic says. One standard is also easier to check.
4. Who writes and who reviews
We write the administrative information clearly and structure pages so AI can read them. Treatment descriptions are written or reviewed by the clinic's doctors. All content contains only facts the clinic has confirmed. Before anything goes live, run through this checklist.
- Is this sentence a fact? Who has confirmed it?
- Does it mention results, recovery or who it suits? If so, let the doctor decide how to write it
- Does it use before-and-after photos to bring people in?
- Does it solicit with discounts, group-buy deals or gifts?
- Does it use words like best, number one or the only?
- Are the doctor names, specialties and clinic hours up to date?
5. What to do when you're not sure
The rules may change. If you're not sure whether a sentence is allowed, hold it back, ask a doctor to confirm, or ask your local health bureau directly. Better to leave a sentence out than put the clinic at risk. This article is a plain-language summary, not legal advice; the latest rules from the Ministry of Health and Welfare and your local health bureau prevail.
The short version
Aesthetic clinic marketing should contain only facts the clinic has confirmed, leave treatment descriptions to doctors, and never use results, comparison photos, promotions or superlatives to attract patients; when in doubt, the health authority's latest rules prevail.
Frequently asked questions
- Can a marketing agency advertise for a clinic under its own name?
- Only medical institutions may run medical advertising, so everything we write goes on the clinic's own website, Business Profile and LINE, and is published after the clinic confirms it. This is a plain-language summary, not legal advice.
- Can we post before-and-after photos?
- Content we write for clinics doesn't use before-and-after photos to attract patients. Whether and how they can be used is set by the latest rules from the Ministry of Health and Welfare and your local health bureau, or ask the health bureau directly.
- Can a clinic run promotions?
- The Medical Care Act prohibits soliciting patients by improper means, for example discounts, group-buy deals or gifts, and we don't write that kind of content. For specific cases, the health authority's latest rules prevail.
- Can this article be treated as legal advice?
- No. It's a plain-language summary, not legal advice; the latest rules from the Ministry of Health and Welfare and your local health bureau prevail, and specific questions should go to the health authority or a lawyer.