One way to "Invest in Yourself” is through professional advertising. While once frowned on as inappropriate and unseemly for health care professionals, advertising may now be used as a business tool if the rules are carefully followed. The legal objective is to balance the right of physicians to free speech while not jeopardizing the health, safety, and welfare of the public. The ICS receives numerous inquiries about advertising, including questions about testimonials, guarantees of care, solicitation, use of the term "specialist,” discounts and promotions and use of the "D.C.” designation, which will all be discussed here.
Keep in mind that "advertising” is a broad term that encompasses any and all kinds of promotional materials and media, including printed brochures, newspapers, radio and television, business cards, telephone directories, and even office signage. Of course, the Internet is probably the fastest-growing sector of advertising, and every page of your physician web site is subject to regulatory review.
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