Episode 18 - Functional medicine marketing - regulation, claims and managing patient expectations
Confidence To Thrive - a podcast for ambitious healthcare practitioners and entrepreneurs
<p>Functional medicine marketing - regulation, claims and managing patient expectations</p>
<p>In this episode of Confidence to Thrive, Owlicity directors Christopher Cloke Browne and Roger Houston discuss the regulatory and practical risks of marketing and promoting a functional medicine practice. </p>
<p>They explain the high duty on clinicians under GMC-style guidance, the need to avoid “miracle cure” messaging, and the importance of clear informed consent that sets realistic expectations, declares the non-mainstream nature of functional medicine, and evidences any claims. </p>
<p>Much of the complaints work they see is driven by miscommunication about private costs - especially extensive testing that patients assume is available free on the NHS - so they recommend documenting a clear plan alongside a cost schedule and contingency for further investigations. </p>
<p>They also caution against over-reliance on testimonials and case studies, emphasising careful patient screening and promoting the process rather than guaranteed outcomes.</p>
<p><b>Episode time stamps</b></p>
<ul>
<li>00:51 Regulating and marketing guidelines</li>
<li>03:37 Promises and handling disputes</li>
<li>04:13 Explaining the costs of testing </li>
<li>08:56 The cultural difference between NHS and private</li>
<li>10:43 How the media hype expectations</li>
<li>13:32 Filtering the right patients</li>
<li>15:22 Safe marketing examples</li>
<li>17:51 Testimonials without cure</li>
<li>21:13 Science and titles divide</li>
<li>24:45 Cost schedules and refunds</li>
<li>27:14 Successful practice playbook</li>
</ul>
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