Three Easy Steps to Ensure Testimonial Videos Comply with FTC Guidelines

In the medical sector, it’s no secret that marketing and advertising is highly regulated. While no one likes to abide by too many rules and work within the confines of a small box, the guidelines stated by the Federal Trade Commission (FTC) concerning the use of endorsements and testimonials in medical marketing serve an important purpose – truth in advertising. Knowledge is power and once you understand the guidelines, you can find effective ways to use them to your advantage, so that you stand tall atop of the box and not restricted within.

Testimonial and endorsement videos – either embedded on medical device websites or presented in private practice waiting rooms – are an invaluable means of communicating the positive effects of products or services. Whether a patient shares their experiences or a field expert draws comparisons, the information told by word of mouth has a way of connecting and resonating with viewers unlike most other channels of communication. The expectation is that people speak honestly from experience or expertise and that they are doing so for the benefit of the greater good. It’s a solid premise with which to build a strong reputation. However, sometimes there is an innate fear that the FTC will restrict use of such testimonial and endorsement videos and so they are not pursued and the money budgeted for them is delegated elsewhere.

Stop! Don’t let fear hold you back from promoting an impassionate presentation. There is a way to balance compliance with good marketing.

How to work within FTC guidelines regarding the use of endorsements and testimonials in medical practice marketing and advertising:

1. Disclose Typical Results: When a patient shares their story and the outcome is exceptionally successful, it’s important to inform the viewer that such an outcome is not guaranteed. The same can be said for an unusually poor experience. Include a short disclaimer before or after a testimonial video that clearly discloses the results that consumers can generally expect. That way, any benefit above and beyond is perceived as a bonus – a bonus to strive for.
2. Utilize Actual Patients: Don’t pay for an actor or actress; instead ask your patients or colleagues if they want to participate in a series of testimonial videos you are putting together to “get the word out” about a product or service. Hearing from actual consumers and experts will not only ensure you meet FTC guidelines, but provide a priceless authentic quality to your marketing and advertising.
3. Emphasize Experience and Expertise: Yes, the rules state that an endorsement made by an expert must be supported by an actual exercise of that expertise. In so many words, you need to provide the viewer with some background on why this person is considered an expert. This is especially important in cases of product comparison. The FTC states, “Where the net impression created by the endorsement is that the advertised product is superior to other products with respect to any such feature(s), then the expert must in fact have found such superiority.” Instead of seeing this as a hindrance to the medical video production process, perceive it as an opportunity to emphasize the legitimacy of the messages conveyed. Revealing the background of an expert’s opinion further substantiates the claim.

With a firm understanding of FTC guidelines, DDA Medical has produced a wide range of testimonial and endorsement videos for medical device manufacturers, biotechnology companies, medical practices, and healthcare organizations. Find out what you need to know to comply and promote effectively by contacting DDA Medical at 215-355-6442 or info@ddamedical.com.