Content marketing is currently one of the most effective and legally safest promotional tools in the Polish B2C healthcare sector. But how do you create content that grabs attention, builds trust, and doesn’t breach strict regulations? Here’s how to navigate content marketing successfully without falling into the trap of illegal advertising.
The role of content marketing in Poland’s healthcare industry
In recent years, the decision-making process for patients and customers of medical companies in Poland has changed significantly. Before choosing a clinic, doctor, or healthcare product, Poles tend to read online reviews, browse several articles, watch a video with a doctor on YouTube, or look for information on a company blog. Content marketing responds directly to this information-seeking phase.
Medical advertising in Poland is heavily regulated
Current Polish regulations limit the use of direct advertising. However, content marketing not only operates within legal boundaries. It also allows brands to position themselves as experts. And in this industry, that’s crucial.
Content marketing works long-term
Push marketing doesn’t work in healthcare. A patient or a client needs to trust the provider. Content marketing helps build this relationship early before the person even comes into direct contact with the brand.
Content helps communicate complex topics
Many companies in the healthcare industry offer solutions that are too complex to explain in a single catchy advertising slogan. Diagnostics, equipment, therapies, and medical procedures are not easy topics for a Facebook ad. They work much better as blog articles, videos, webinars, or educational graphics.
Current regulations and their impact on content marketing strategy
Poland’s medical sector is one of the most heavily regulated environments in Europe. Many forbidden tactics are standard practice in other markets. Influencer endorsements of clinics or ‘before and after’ visuals on Instagram can result in serious penalties in Poland, including fines and professional consequence
The Medical Activity Act
According to the law, medical facilities in Poland are not allowed to advertise. They cannot praise their services, use persuasive language, or include any calls to action. What is permitted is factual information, such as a doctor’s name and title, area of specialisation, range of services, opening hours, location, or price list. Phrases like “the best specialist”, “guaranteed results”, or “short waiting times” are prohibited.
For content marketing, this means one thing: you must focus on accuracy and education. At our agency, we create expert articles, guides, and blog content that inform rather than sell.
The Pharmaceutical Law
If a company sell medicinal products or runs a pharmacy, things become even more complex. Polish law strictly prohibits any form of pharmacy advertising. Pharmacies cannot be promoted through slogans, loyalty schemes, or any other incentives.
Prescription medications cannot be advertised to the public at all. Information about them may only be directed to professionals (such as doctors or pharmacists) and even then must follow strict guidelines.
Advertising for over-the-counter (OTC) medicines is permitted, but also highly regulated. It must not be misleading, use the image of a healthcare professional, or target children. It must include mandatory warnings and advise patients to read the leaflet. In terms of content marketing, it is permissible to create educational materials about conditions and therapies.
The Act on Medical Devices
In 2023, Poland introduced stricter rules for the advertising of medical devices. Under current law, it is forbidden to show actors dressed as doctors in advertisements. Every ad must include clear warnings and legal disclaimers such as “Use in accordance with instructions”.
These rules also apply to devices used in cosmetic and aesthetic procedures. For example, when promoting a laser-based treatment, it is not allowed to mention the brand of the equipment or portray the doctor as the “face” of the technology. Additionally, all content aimed at professionals must be separated from content intended for patients.
The Medical Code of Ethics
According to the 2025 revision of Poland’s Medical Code of Ethics, doctors and clinics are now allowed to communicate about their services through media and online channels, as long as this is done in a fair, objective, and trustworthy way. Unethical practices remain strictly prohibited, such as misleading claims, promises of a cure, or using a doctor’s authority to endorse non-medical products.
Doctors in Poland may also lend their authority to promote supplements or skincare products. However, if a doctor runs an educational health channel, an expert blog, or comments publicly on developments in medicine, this is considered an acceptable and legal form of content marketing.
Content marketing tools in the medical sector
Content activities in the healthcare sector in Poland are possible. But only if they are provided with applicable regulations and ethical standards. As communication specialists on the Polish market, we help international medical brands build visibility, educate patients and strengthen trust without legal risk.
How do we do it in All 4 Comms agency?
Company website
A website for a medical facility or a heatlthcare company may include:
- descriptions of the services offered (without persuasive language or promotional adjectives),
- a detailed price list,
- contact information, opening hours, names and specialisations of staff,
- an FAQ section (e.g. “How to prepare for an MRI?”, “Does a thyroid ultrasound hurt?”),
- educational content aligned with current medical knowledge and without promoting specific drugs or devices,
- specialisation descriptions – “What does a rheumatologist do?”, “What to expect during a neurological consultation?”,
- a team section written in a neutral tone, clearly outlining qualifications and experience.
Our experts make a website not just a source of information, but also a tool for building expert positioning.
Company blog
Running a blog is one of the most effective forms of legal content marketing. Of course, as long as you maintain an educational and neutral tone. Acceptable topics include, for example:
– What to know before a gastroscopy?
– How is an abdominal ultrasound different from an MRI?
– 5 common myths about vaccines
A huge benefit of a blog is that it increases your website’s visibility on Google, which is especially important in large cities where SEO competition is high. In writing articles, you must remember to avoid phrases like “short waiting times” or “friendly atmosphere”. These may already be considered advertising.
A legally compliant medical blog in Poland must be:
- linguistically neutral – write about procedures, not about “modern, painless and quick treatments”,
- based on medical knowledge – the best tactic is to sign articles with the name and title of a licensed healthcare professional (this builds authority),
- educational and factual – it must not promise results, compare services or encourage commercial action.
Social media content
Running social media accounts on Instagram, TikTok, LinkedIn or Facebook is allowed for medical facilities, clinics, private practices and pharmaceutical companies. But again – they must follow legal regulations and ethical standards.
Acceptable content types on social media include:
- Educational content – e.g. carousel posts explaining disease symptoms, examination procedures, or lifestyle habits that support treatment.
- Videos – e.g. a doctor explaining how a specific examination works, without promoting the clinic or using phrases like “we do it better”.
- Infographics – but they must be strictly informative, like “Uncommon symptoms of diabetes”.
- Opening hours, schedule changes, pricing – it has to be published as neutral, informative posts.
- Event coverage – like a doctor’s lecture or conference participation.
- Introducing the team and describing the specialisations of medical staff.
Newsletters
Under Polish law, a healthcare provider may inform the public about the scope of its services, but cannot use language that would be considered advertising.
What can be included in a medical newsletter?
- Educational content – with links to articles on symptoms, treatment options, or diagnostic procedures.
- Answers to common questions – e.g. how to prepare for an appointment or how to interpret test results.
- Seasonal health tips – like on how to strengthen immunity in autumn, when to schedule preventive screenings, or the difference between an ultrasound and an X-ray.
- Updates – such as changes in opening hours, new team members or availability of specific services.
Webinars and videos
We see that between 2023 and 2025, webinars have become increasingly popular in Poland. Private companies (diet centres, physiotherapy clinics or private hospitals) have been organising online sessions where specialists share knowledge on specific topics and answer questions. Webinars and videos are fully legal forms of content marketing, as long as it does not turn into a promotional pitch.
What type of content is allowed?
- Health education – such as: how to recognise the symptoms of Hashimoto’s disease, or the differences between MRI and CT scans.
- Brand’s updates – such as: new registration rules, or online consultation availability.
- Patient-friendly specialist knowledge – such as: recommended preventive screenings for each age group.
Polish media relations
In content marketing campaigns for medical brands, we frequently work with both general-interest and specialist media outlets. In All 4 Comms we prepare expert materials, press releases, and sponsored articles for the health sections of major Polish online media outlets such as Onet, WP, Interia or Gazeta.pl. We can pitch relevant topics tailored to the season, public interest and trending search queries, such as: How is chronic pain treated? or What should you know before hernia surgery?
We also help clients develop expert profiles and interviews on medical portals such ABCzdrowie. These platforms are perfect for short expert articles, answers to patient questions, and educational content on specific procedures or conditions. These types of publications also build the personal brand of the doctor and strengthen the brand’s position. Especially when combined with blog and website content.
Our team not only writes and edits the materials. We also handle media relations, negotiate publication terms, ensure compliance with current regulations, and oversee the publication process.
The most common mistakes in healthcare content marketing
What should you avoid to stay compliant with Polish law?
Making promises or guaranteeing treatment outcomes
Any statements like ‘we will cure you’ are not allowed. Clinics can describe their treatment methods but must clarify that outcomes depend on the individual case. Phrases like ‘this procedure brings improvement in most patients’ are acceptable.
Publishing ‘before and after’ photos
So-called transformations may violate both advertising regulations and privacy laws. Even with patient consent, such content should include a clear disclaimer stating that results may vary. Many legal experts advise against this format due to its high risk.
Using evaluative or comparative language
Phrases like the ‘best specialist’, or ‘the lowest prices’ are classic examples of non-compliant advertising. Information about the medical team, equipment or services must be presented in a neutral tone, without comparisons or value judgments.
Financial incentives
Discounts, bonuses, limited-time promotions or ‘first consultation free’ offers carry legal risks – unless they are part of a general preventive care campaign. Pricing may be communicated, but only as part of a neutral message.
Advertising prescription drugs or experimental treatments
Medical facilities are not allowed to promote prescription medications or therapies with unproven effectiveness. This applies not only to drug names, but also to ‘experimental’ or controversial procedures.
A well-planned content marketing strategy based on education, information and authority can be a more powerful tool than traditional advertising. If you need support in creating legally compliant and engaging content marketing for the healthcare sector – get in touch with us. We know how to communicate safely and effectively with Poles!