What this means for your practice
Require an appropriately qualified review of treatment-related statements and applicable advertising requirements before publishing. Keep evidence and approved wording linked in the editorial record.
An example to discuss with your team
Compare the approved claim with the version shown in a card, banner and mobile page. Confirm shortening has not changed its meaning.
What to discuss with your agency
Ask the agency to show the same approved statement across every planned format. Does shortening alter its meaning? Keep supporting evidence and approval connected to the wording. The content should help readers understand the service without implying an individual outcome the organisation cannot substantiate.
Put the brief into practice
Gather the treatment-related statements the page proposes to make and identify which require appropriately qualified review. Include implications created by headings, images and short promotional cards, not only the detailed body copy. The reviewer should have the evidence and understand the clinic's actual service before approving wording. Ask the agency to keep unconfirmed claims marked as questions rather than polish them into persuasive sentences. Have the responsible team consider applicable advertising requirements through its normal process; the content brief should not substitute for that judgement.
After design, compare the displayed version with the approved one, paying attention to qualifications that become less visible on smaller screens. Keep a record of the final wording and the material supporting it so future edits can be reviewed efficiently. When services or evidence change, use that record to locate affected claims. The page should support informed enquiries while avoiding promises about individual results that the organisation cannot substantiate.
How to check the result
Track material claim corrections identified before and after publication.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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