Practice tour and team introduction
Before the first appointment, patients see what the practice looks like and who will welcome them. This is image advertising in the proper sense.
Industry: health
Social media for practices and healthfactual and within the rules
Healthcare has stricter advertising rules than almost any other industry. We plan content for practices, pharmacies and manufacturers so that it informs and builds trust, and we point out early which items need a legal review.
No legal advice
FNLY Social is an agency for content and design, not a law firm. The notes on this page describe what generally applies and are no legal advice. Have healthcare advertising reviewed before publication by a lawyer experienced in the law on advertising for medicinal products and treatments, or by your professional chamber.
Who this page is for
This page is for practices, pharmacies and companies offering health services or health products.
That includes medical practices and medical care centres, dental practices and orthodontists, practices for physiotherapy, occupational therapy and speech therapy, pharmacies and medical supply stores, and manufacturers and retailers of health products such as medical devices, over-the-counter medicines and food supplements.
Typical goals
Today practices mainly use social media for two purposes: to find staff and to give patients factual information about the practice, team and procedures.
Medical assistants, dental assistants and therapists are in demand, and employee videos help with the search. Before the first appointment, patients want to know what the practice looks like, who will treat them and how an appointment works. Pharmacies inform about services such as vaccinations or advice. Manufacturers of health products want to explain and sell their product, and that is where the limits are tightest.
Image advertising and product advertising
Whether the Heilmittelwerbegesetz (HWG, German Act on Advertising in the Healthcare System) applies generally depends on whether you advertise your business or a specific product or treatment.
| Image advertising | Product advertising | |
|---|---|---|
| What it is about | Practice, team, premises, opening hours, employer | Specific medicines, medical devices, procedures or treatments |
| Heilmittelwerbegesetz | Generally not applicable | Applicable, with mandatory information and prohibitions |
| Professional rules | Factual information allowed | Apply in addition to the HWG |
| Typical formats | Practice tour, team introduction, employee video | Product explanation, application, ad |
The line is not always clear in an individual case. A video about the practice that highlights a specific treatment can already be product advertising.
Legal points to keep in mind
These points generally apply. They are no legal advice.
- § 11 HWG prohibits certain forms of advertising aimed at the general public, that is outside professional circles. These include recommendations by health professionals or well-known people that can encourage the use of medicines (no. 2), and statements by third parties if they are abusive, repulsive or misleading (no. 11).
- Advertising with before and after comparisons is prohibited for surgical cosmetic procedures under § 11(1) sentence 3 HWG.
- Advertising aimed exclusively or mainly at children under 14 is not allowed for the products and treatments covered by the HWG (§ 11(1) sentence 1 no. 12 HWG).
- Under § 27 of the Model Professional Code for Physicians (MBO-Ä), doctors may provide factual information about their work. Advertising contrary to professional rules is prohibited, in particular advertising that is promotional, misleading or comparative. The professional code of your state medical chamber is binding. Dentists, pharmacists and therapists have their own professional codes.
- On 11 September 2025 the Higher Regional Court of Cologne (OLG Köln, 6 U 118/24) prohibited a pharmaceutical manufacturer from advertising with an influencer in a paid partnership. According to legal commentary, the company is liable for such content, and the mandatory notice on risks and side effects under § 4 HWG had to appear in the video itself.
- Patients may only be filmed or shown with explicit consent, ideally in writing. Medical confidentiality and the special protection of health data under Art. 9 GDPR (DSGVO) also apply.
Formats and services that fit
Practices, pharmacies and manufacturers can generally use this content without major legal hurdles.
Employee videos for recruiting
Your team tells what work in the practice or pharmacy is like. This helps in the search for assistants and therapists.
Factual explainer videos
Answers to organizational questions such as booking appointments, how the first treatment works or pharmacy services, without promises of healing.
Social media management
Content calendar, posts and replies to comments, aligned with the rules of your profession, from €990 net per month.
Practice website
A website with services, team, directions and legal texts. The one-pager costs €1,490 net, the Website Business with up to 8 pages €3,490 net.
Common mistakes
- Showing patients or patient records in the background of a video.
- Promising treatment success or praising effects.
- Publishing patient testimonials without checking the limits of § 11 HWG and the consent.
- In medicine advertising, putting the mandatory notice only in the description instead of in the video.
- Having creators promote health products without having the statements legally checked first.
- Replying publicly and individually to comments with medical questions.
Price examples
All prices are net, plus VAT.
| Social media management Basic: 2 channels, 8 posts, monthly report | €990 a month |
| Starter: 3 videos, organic use unlimited, ads 6 months | €449 |
| Single video up to 30 seconds | €119 |
| Website one-pager with legal texts | €1,490 |
The cost of a legal review of your advertising is not included in our prices.
Updated:
FAQ
Frequently asked questions
Can a medical practice advertise on social media?
Yes, factual information about the practice, team and services is allowed under § 27 MBO-Ä, advertising contrary to professional rules is not. The professional code of your state medical chamber is decisive. If in doubt, ask your chamber or a lawyer.
What is the difference between image advertising and product advertising?
Image advertising presents the business, such as the practice, the team or the pharmacy, and generally does not fall under the Heilmittelwerbegesetz. Product advertising promotes a specific medicine, medical device or treatment and is subject to the HWG with mandatory information and prohibitions.
Can patients appear in our videos?
Only with explicit consent, ideally obtained in writing and stating purpose, channels and duration. Medical confidentiality and the special protection of health data apply as well. That is why FNLY Social generally plans shoots in practices without patients on camera.
Can influencers or creators promote health products?
It is possible, but within tight limits. In 2025 the Higher Regional Court of Cologne ruled that a manufacturer is liable for an influencer's medicine advertising in a paid partnership (6 U 118/24). Have such videos legally reviewed before publication.
Can we show patient reviews in videos?
Under § 11(1) sentence 1 no. 11 HWG, statements by third parties are not allowed in advertising for medicines and treatments if they are abusive, repulsive or misleading. Whether a specific testimonial is allowed is a case-by-case question that a lawyer should clarify.
Does FNLY Social handle the legal review?
No. We know the common rules, plan content accordingly and point out sensitive items. Legal approval must come from a lawyer or your professional chamber.
What does social media cost for a practice?
Management by FNLY Social starts at €990 net per month for 2 channels and 8 posts, plus a one-off €490 for setup and strategy. Single videos start at €119 net.
Health
Inform without exaggerating
Describe your practice, pharmacy or product to us. We show you which content fits and where a legal review is needed.