Establish authority and inventory the existing material
Before defining a campaign scope, identify the institution’s licence, service boundaries and the health professional named in its content. A profile name such as “aesthetic centre” does not establish authority to perform or promote a medical procedure. Copying a beauty salon’s campaign into a clinic account skips this essential distinction.
Review the biography, highlights, old posts, website pages and saved message replies together. Checking a new campaign alone can leave an old price promotion or outcome promise visible elsewhere. Record each asset’s location, owner, version and review decision. This communications inventory does not need individual patient records.
The Turkish Ministry of Health’s November 2025 guidance distinguishes advertising from permitted information. Establish the applicable scope with the responsible health professional and appropriate legal review. Meta accepting an asset does not complete that assessment. Account ownership and approval responsibility should be clear before external production begins.
Separate domestic information from health tourism communication
A profile and landing page review should examine how the service is presented across countries. Do not assume that ordinary domestic health information can be promoted through paid distribution. The limited opening period provision is not automatic permission for an established clinic to launch another campaign.
The Ministry describes special conditions for authorised international health tourism, including a separate foreign-facing channel and authority documentation. Domestic demand creation and automatic audience settings have specific restrictions. An English translation alone does not establish this scope. Check the institution’s role, language, destination country, account and linked page together; assess relevant destination rules as well.
Domestic information
Determine the appropriate scope for institutional details and protective health information. Do not assume paid promotion is available.
International scope
Distinguish a licensed facility from an intermediary. Establish authority and the applicable special conditions before allocating media spend.
An unresolved decision
Limit the production brief to collecting information and documents. Treat publication and paid distribution as separate decisions requiring review.
FROM READING TO A NEXT STEP
Define the clinic communication scope
We can discuss the publishing scope using public institutional information, channels and approval owners. The initial conversation does not require patient records.
Explain the subject without judging the viewer’s body
A clinic content plan needs approved information and a named reviewer. Staff introductions, professional titles, opening arrangements and appropriate general health material each need a factual source. A training certificate should not be presented as a different medical specialty.
Avoid framing the viewer’s appearance as a defect that the clinic will correct. Explain the subject and the limits of general information instead. Reading a post does not establish that someone is suitable for a procedure. A health professional should check the clinical explanation, benefits and limitations; a marketing team should not invent treatment advice.
Review headlines, subtitles, on-screen text and the linked page as a single communication. A small disclaimer at the end cannot repair an unequivocal promise in the opening frame. Clear language helps readers understand what the information covers. Anxiety, bodily comparison and pressure to decide immediately should not become the creative premise.
Separate image provenance, accuracy and permission
An image production brief should define what will be shown before a shoot starts. Patient photographs, premises, professionals and explanatory illustrations have different review needs. A visually polished asset is not automatically clinical evidence or a publishable patient image.
The Ministry does not describe all before/after sharing as prohibited; consent, technical and publication conditions apply. Images of a patient during an intervention are treated separately. If the required conditions cannot be met, changing the format does not make the comparison ready to publish. Assign an owner and removal process for a patient’s withdrawal of image permission.
A synthetic face or body must not be presented as a real patient or treatment outcome. Labelling it illustrative does not resolve a misleading outcome narrative. Review lighting, pose, lens and framing for the impression they create; do not retouch a patient comparison to reshape the apparent result. Keep concept drafts separate from clinical records so an unapproved mock-up cannot enter the publishing library.
| Asset | Production check | Publication decision |
|---|---|---|
| Premises or team photograph | Identity, title, rights and currency | Assess with verified institutional information |
| Patient comparison | Authenticity, required consent and all special conditions | Do not publish if conditions remain unresolved |
| Explanatory illustration | Source, accuracy and professional review | Do not present as outcome evidence |
| Synthetic face or body | Origin, purpose and potential to mislead | Do not substitute for a real clinical result |
Keep message routing within administrative boundaries
A message routing workflow can send an appropriate administrative request to the responsible team. Asking about opening hours differs from asking which procedure a photograph suggests. An automated reply should not diagnose, assess clinical suitability or promise a result.
Do not ask for unnecessary face or body photographs or medical histories in the first response. A reviewed template should explain what cannot be assessed in this channel and provide the appropriate next contact step. State a realistic response window where useful. An appointment request is not clinical acceptance, and an acknowledgement is not medical advice.
Test out-of-hours requests and enquiries sent to the wrong department. Revisit access and saved replies when staff change. If the creative team needs examples of common questions, provide a summary stripped of personal detail rather than a conversation screenshot. A person’s silence should not be treated as unlimited permission for further promotional messages.
Keep health information out of casual measurement workflows
A measurement design should inspect form fields, page addresses and event payloads together. A procedure label, photograph link or medical history can travel unnoticed in a URL, parameter or advertising event. Moving processing to a server, or hashing an identifier, does not automatically make the transfer appropriate.
For each tool, document which fields are sent, to whom and for what purpose. Separate the initial administrative request from medical records and assign access, retention and deletion responsibilities. Patient lists, sensitive health interests and DM contents should not become default remarketing sources. Review current platform conditions and upload eligibility before enabling an integration.
An initial project brief can use public institutional information, the communication scope and the responsible approver. It does not require patient files, account passwords or example medical records. Use test records without personal information when checking routing and event behaviour. A successful technical test does not determine whether collection or onward sharing is permitted.
Plan publication and removal together
Publishing operations continue after a post goes live. Track copies across the profile, highlights, website and draft library. When information changes or image permission is withdrawn, removing one visible post may leave other copies in circulation.
Complete the file
Record the source, image rights, version, scope and responsible health professional’s review.
Review the whole path
Check the post, caption, page and message reply together. Review current platform conditions separately.
Assign the owner
Specify who receives a correction or removal request, how all copies are located and how completion is verified.
Read administrative outcomes
Use aggregate response, routing and missing-information indicators where appropriate. Message counts are not clinical success or proof that advertising is lawful.
BEFORE YOU DECIDE
Frequently asked questions
Can a beauty salon campaign be adapted for a clinic?
The institution’s authority, services and applicable rules can differ. A trading name is insufficient, and another business’s campaign is not evidence that the clinic may publish the same material.
Are all before/after images prohibited?
The Ministry distinguishes conditional use. Required consent and technical and publication conditions must be assessed together. A single consent checkbox does not complete the review.
Can synthetic images demonstrate a patient outcome?
A generated face or body must not be presented as a real patient or clinical result. Review the purpose and accuracy of explanatory material separately; an illustrative label cannot cure a misleading promise.
Does Meta approval establish legal compliance?
Platform review does not replace institutional authority, health communication or personal data obligations. Current platform conditions and the institution’s publication assessment are separate checks.
Is an English account sufficient for health tourism advertising?
Language alone is insufficient. Authority, a separate channel, audience country, documents and applicable special conditions must be assessed together. Do not mix that scope with domestic demand creation.
Can a patient list be uploaded for ad targeting?
Do not presume it is an eligible advertising source. Review the data, purpose, applicable obligations and platform conditions before an upload; hashing does not replace that assessment.
LET’S DEFINE THE SCOPE
Define the clinic communication scope
We can discuss the publishing scope using public institutional information, channels and approval owners. The initial conversation does not require patient records.
Discuss the communication scope