Your situation
Trust begins before the first appointment.
Patients research online before they book. At the same time, advertising by doctors is subject to particular professional limits, which differ in detail between Austria, Germany, Switzerland and Italy. Good communication informs objectively, builds trust and stays compliant.
Everyday practice is changing too: many practices are looking for assistant staff, group practices and primary care units are growing, and private doctors need to explain their added value clearly. Rating platforms shape first impressions without being controllable. Doctors therefore ask how much visibility is appropriate, how to reach the right patients without being overwhelmed by enquiries, and how to find good staff. Communication should ease the workload, not create additional work.
What we do for you
- Practice identity, logo and corporate design
- Website with services, team and appointment information
- Local visibility in search and maps
- Patient information and brochures
- Wayfinding and signage
- Recruitment for practices and clinics
The sector in figures
53,353
doctors in Austria (31 Dec 2025)
446,120
practising doctors in Germany (31 Dec 2025)
44,612
practising doctors in Switzerland (2025)
Sources: Austrian Medical Chamber; German Medical Association; FMH.
Typical challenges
The limits of medical advertising
Where objective information ends and impermissible advertising begins is not always obvious. Promises of cure, before-and-after comparisons or sensationalist wording can be problematic under professional rules, even when they are well meant.
Technical language and clarity
Medically correct texts are often hard for lay readers to understand, while simplified texts can be inaccurate. The skill lies in writing clearly without becoming imprecise or raising false expectations.
Reviews and online reputation
Online reviews noticeably influence the choice of doctor but can hardly be controlled. Responding publicly to criticism is delicate because of medical confidentiality and calls for particular restraint.
Staff for practices and clinics
Practice assistants, nursing staff and young doctors are in demand. A presence that addresses only patients overlooks a target group that is just as important for running the practice.
The psychological perspective
Healthcare communication needs sensitivity.
Patients do not choose by advertising but by trust. With psychological and psychotherapeutic expertise at management level, we know how sensitive this communication is: it must reassure, take concerns seriously and show competence without promising more than it may deliver.
What we pay particular attention to
Professionally compliant
We take the advertising rules for doctors in each country into account and agree sensitive statements carefully with you.
Sensitive data
Health data enjoys special protection. We plan online forms and digital tools with corresponding restraint.
Plain language
We translate medical services into language patients understand.
Rules by market
Austria
Under section 53 ÄrzteG 1998, objective information is permitted. Advertising that is unobjective, untrue or detrimental to the standing of the profession is prohibited, as are commissions for referring patients. Please clarify details with your medical chamber.
Germany
Section 27 MBO-Ä, implemented in the professional codes of the state medical chambers, permits objective professional information and prohibits advertising contrary to professional standards. In addition, sections 3 and 11 HWG prohibit misleading advertising and certain forms of advertising outside professional circles.
Switzerland
The Medical Professions Act (MedBG) contains professional duties that also concern advertising. We check the relevant provisions in full before the first assignment and agree them with you.
South Tyrol (Italy)
In South Tyrol, the professional rules of the Italian medical chambers apply. We check these with our partners and with you before the first assignment, before any texts or advertising materials are published.
The notes on professional rules are guidance for our communication work and do not replace legal advice in an individual case. As of October 2026.
How we work with you
Understanding the practice
We get to know your specialty, your way of working and your patients, and clarify which enquiries you want and which you do not.
Clarifying the framework
We record which professional rules apply in your country and flag sensitive statements for your review.
Developing content
We write service descriptions, team introductions and patient information in plain language and agree every text with you on its medical substance.
Launch and upkeep
Website, signage and materials go live together. Afterwards we support updates without burdening your day-to-day practice.
Typical projects
Identity for a new practice
Name, logo, corporate design, website and signage for a new practice or group practice, tailored to the specialty, the location and the people treated there.
Patient information and explanatory material
Clear brochures, leaflets and web pages on treatments, procedures and preparation that answer questions in advance and complement, but do not replace, the consultation in the practice.
Recruitment for practices and clinics
Careers page, job advertisements and social media content for assistants, nursing staff and doctors that show everyday work honestly and appeal to suitable applicants.
Wayfinding for a clinic or centre
An orientation and signage system for larger healthcare facilities that makes routes clear, reduces uncertainty and fits the visual identity of the facility.
Frequently asked questions
What are we actually allowed to advertise as a practice?
In principle, objective information about your services, qualifications and procedures is permitted, while promotional or misleading advertising is not. The details differ by country and chamber. We follow the applicable rules and phrase things with corresponding restraint. Individual legal questions belong with your medical chamber or your legal advisers.
How should we deal with negative online reviews?
Calmly and thoughtfully. A public reply must not contain any treatment details, because confidentiality applies here too. A short, factual reply offering a personal conversation is often the best solution. We help with wording and procedures. Whether legal action against a review is possible is a matter for your chamber or legal advisers.
Do we need online booking or social media?
Not necessarily. What matters is what suits your practice and which processes your team can actually manage. With online tools we pay attention to the protection of health data and recommend only what is defensible under data protection law. For social media, we agree in advance which topics are suitable and who approves posts.
How much of our own time do we need to invest?
We need you for the initial meeting, the medical review of texts and approvals; we take care of everything else. We bundle questions so that you are not constantly interrupted and schedule meetings around your surgery hours. Professional responsibility for medical statements remains with you, which is why we deliberately plan in time for your review.
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