The Hospital Group Marketing Code of Practice

An absolute commitment to patient safety, clinical excellence and corporate responsibility underpins everything we do at Transform Hospital Group and is core to our identity as a healthcare services provider. Transform Hospital Group is committed to marketing activity that is socially and culturally responsible, as well as inclusive and diverse.

Marketing Code of Practice

 

We’ve therefore developed a marketing code of practice to ensure that our patients always have access to the correct information and materials that will help them make an informed decision about their care with us.

Our marketing procedures are based on the fundamental principle that our services are promoted in a responsible, considered and balanced manner, and do not stand to cause any undue physical, mental or moral harm. Any marketing activity will be factual and appropriate for the audience that is likely to interact with it.

This marketing code conforms to the guidelines of the Committee of Advertising Practice’s UK Code of Advertising (the CAP Code) and current cosmetic surgery industry guidelines (including the GMC and RCS marketing standards).

  • Transform Hospital Group conforms with all regulatory frameworks and is in consistent dialogue with the Advertising Standards Authority and the Committees for Advertising Practice and conforms to all industry guidelines as set out by the General Medical Council, the Joint Council for Cosmetic Practitioners, SaveFace and the Royal College of Surgeons.
  • We work alongside our patients and all relevant regulatory bodies to regularly review our code of practice to ensure that it is in line with best industry practice and the changing needs of patients. In addition, the Transform Hospital Group’s Governance Committee regularly reviews the principles guiding our marketing activity.
  • We provide patients with the information required to help them make an informed decision about their care. Our marketing activity always seeks to act in an informative manner and does not promote products under the guise that they will ever improve the lifestyle of a patient. We ensure our marketing materials are authentic and representative of the outcomes of weight loss and cosmetic procedures. We are proud to use genuine Transform Hospital Group patients across our marketing activity.
  • All marketing will reflect the medical nature of cosmetic interventions, and avoid promoting such procedures as a lifestyle choice, but rather a condition-led decision. Our marketing materials do not trivialise the seriousness of cosmetic interventions and the factors that should influence a patient’s decision to undergo surgical or non-surgical procedures.
  • The company will not work with models and social media influencers under the age of 25, or whose content may appeal to an audience under the age of 18 particularly.
  • Our marketing tactics never seek to target people under the age of 21.
  • Our cosmetic interventions website transforminglives.com features an under-18s entry barrier.
  • In addition to conducting no pre-watershed TV advertising activity, the company will not conduct cosmetic interventions marketing activity in or around programmes that are likely to appeal to audiences under the age of 18.
  • A disclaimer is attached to all social media channels operated by Transform Hospital Group, stating that content is appropriate only for audiences over-18. Disclaimers to this effect are also be attached to any content published by a social media influencer in connection with a marketing partnership with the company.
  • Our campaigns never contain provocative or sexualised imagery.
  • We ensure that our patient information literature, which sets out clearly and comprehensively the risks of cosmetic surgery, is easily accessible to all patients.
  • We have systems in place to ensure we abide by all GDPR requirements.
  • Our campaigns only make use of imagery that is truly representative of the outcomes which patients can realistically expect; we do not make use of filters or overlays that might unduly exaggerate the end result of an intervention.  

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