The rules health ads must follow
No personal attributes. Ads cannot suggest you know the viewer's health or body ("Suffering from hair loss?"). Talk about the treatment, not about them.
Careful with before and after. Meta restricts before-and-after images for cosmetic procedures and weight loss; check the current policy before using them.
No guaranteed outcomes. Promise a consultation and a clear plan, never a result.
From message to a patient in the chair
- Choose the right campaign
Message campaigns (WhatsApp or Messenger) suit most clinics; judge them on bookings, not message count.
- Reply as fast as you can
The first clinic to answer usually gets the booking. Set quick replies for price, location, hours and doctors.
- Answer price with a next step
Give the starting price or range, what is included, and offer two appointment times in the same message.
- Confirm before the day
A WhatsApp reminder the day before and on the morning of the appointment reduces no-shows.
- Count the whole path weekly
Messages, bookings, attended, paid. Divide ad spend by attended patients to get the number that matters.
Creatives that work within the rules
The doctor explaining one common question on camera. A walk through the clinic. What happens in a first visit, step by step. Real patient feedback only with written consent, and without results the rules do not allow.
Lead forms or messages?
Instant forms bring cheaper leads, but many people forget they filled them in. If you use them, add a qualifying question and call back quickly. Messages cost more per lead and usually book better, because the conversation has already started.
The number to watch
Cost per attended patient: ad spend divided by the people who actually came. It tells you more than cost per message ever will.