Google Ads Healthcare Policies
Last updated
Last updated
Google AdWords has specific policies applicable to healthcare advertisers. DoctorLogic works closely with Google to stay up-to-date on the latest advertising policies and standards. We also proactively adjust our customers' campaigns to ensure that they are always compliant with Google AdWords policies.
Google restricts the promotion and advertising of controlled prescription drugs in Google Ads. Throughout the 2010s, Google was hit with several major lawsuits and paid over $800 million in settlements to various state/federal agencies. In addition to the financial settlements, Google was forced to adopt new policies and reporting measures to ensure that only legitimate advertisers could use the Google AdWords platform to promote prescription drugs.
Google partnered with the NABP (National Association of Boards of Pharmacy) who administers the .Pharmacy website verification program. Google requires healthcare advertisers that wish to run ads, bid on keywords, or link to landing pages with prescription terms to be verified through the .Pharmacy program.
Please Note: DoctorLogic is unable to complete application process on behalf of our customers or provide specific support for the .*Pharmacy Website Verification Program*. If you have any questions, we recommend contacting the NABP directly at custserv@safe.pharmacy or 847-391-4406.
The annual cost to participate in the program starts at $975 per site review + ~$1000 per domain. These fees are payable directly to the NABP & the approved domain registrar, not DoctorLogic or Google.
The NABP provides a breakdown of the application process along with specifics about the documentation they will require in order to be eligible for the program. Most customers are instructed to complete the application for Medical Professionals Sites category. If you are unsure of which category your practice falls under, we encourage you to reach out to the NABP directly for guidance.
Our customers report that the application process usually takes a few hours to complete, providing you have the required documentation readily accessible. Once the application has been completed and submitted, it can take 6-8 weeks for a final decision from the NABP. Once NABP has approved your application, you'll be able to purchase a .Pharmacy domain (see additional details below).
DoctorLogic will also need to update your Google AdWords campaign with the .Pharmacy domain, to enable ads and bidding on prescription terms. Please communicate with your Customer Success Manager during the application process so that we can assist in getting this added to your campaign as soon as possible.
The entire process, start to finish can take 2-3 months, since it involves multiple steps with multiple parties. Please allocate enough time to get this process completed if you plan on launching a campaign alongside the launch of a new websiteDoctorLogic Requires .Pharmacy Approval To Advertise for Prescription Drugs
DoctorLogic Requires .Pharmacy Approval To Advertise for Prescription Drugs
If you choose not to participate in the .Pharmacy program, DoctorLogic will not be able to run ads, bid on keywords, or link to landing pages which contain restricted prescription terms. Google employs sophisticated filtering and monitoring as well as human audits to ensure every advertiser complies with their advertising policies related to prescription drugs.
Google requires that ads and landing pages are upfront, honest, and provide users with the information they need to make informed decisions. In May 2017, Google began to aggressively audit and suspend healthcare advertisers who violate their policies designed to prevent misrepresentation and misleading/false claims. Providers need to specifically avoid using false claims or claims that entice the user with an improbable result (even if this result is possible) as the likely outcome that a user can expect.
Here are specific policy areas to be aware of:
We can't include statements which implicitly or explicitly "guarantee" an outcome or experience. This includes claims that set an expectation that Google deems to be unlikely to be be fulfilled by the provider. As an additional measure, Google requires that all pages include a general disclaimer that reads: "*Individual results are not guaranteed and may vary from person to person." This disclaimer is designed to cover items like testimonials, reviews, galleries, etc. which demonstrate results without making explicit claims.
We can not make any claims that are construed as having permanence.
