Healthcare marketers require specialized knowledge of laws and regulations surrounding healthcare marketing including HIPAA, Truth In Healthcare Marketing Act, Stark Law, and others. In addition to legal and regulatory compliance, most advertising platforms have healthcare specific advertising policies.
The healthcare field is broad and diverse. Marketing dentistry, plastic surgery, and therapy services is fairly straightforward. Marketing for hospitals, medical devices and technology, specialist procedures, is less straightforward.
Measuring marketing success is another challenge of healthcare marketing. For instance, success metrics for mission-driven organizations such as hospitals with the goal of community health and wellness are defined differently from those for a plastic surgery practice seeking more revenue.