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Patient Leader Webinar: FTC Guidelines For Patient Influencers

Endorsing brands is nothing new. From Kim K. to Tom Brady, major influencers are constantly endorsing all sorts of brands!

We’re excited to see healthcare companies finally considering Patient Leaders to be major influencers as well, but are you aware of all the rules and regulations you need to follow as a paid influencer?

The WEGO Health team is breaking down the Federal Trade Commission (FTC) Guidelines to bring you the 411 on what you need to know when you’re posting paid content! Patient Leaders interested in working with clients in the future or hoping to expand their advocacy exposure, this is one webinar you can’t afford to miss.

Why are there FTC guidelines?

Suppose you meet someone who tells you about a great new product. She tells you it performs wonderfully and offers fantastic new features that nobody else has. Would that recommendation factor into your decision to buy the product? Probably.

Now suppose the person works for the company that sells the product – or has been paid by the company to tout the product. Would you want to know that when you’re evaluating the endorser’s glowing recommendation? You bet. That common-sense premise is at the heart of the Federal Trade Commission’s (FTC) Endorsement Guides on proper disclosure practices.

 

In this webinar, don’t miss:

  • Learn the basics on how to disclose on each platform
  • Review common violations of the FTC guidelines that you could be making
  • Discuss the do’s and don’ts of influencer marketing

How do you disclose?

Disclosures must be clear and conspicuous:

  • In a font that is easy to read
  • In a shade that stands out against the background
  • In video ads, on the screen long enough to be noticed, read and understood
  • For audio, read at a cadence that is easy for consumers to follow and in words consumers will understand

The bottom line is:

  • When in doubt – disclose
  • Be clear and upfront – disclose first then promote/ review/ endorse
  • Don’t deceive your network with misleading information
  • Endorsements must represent the actual experience of the endorser

We suggest that all Patient Leaders and Experts read through the FTC Guidelines and check out the FAQs. Many questions can be answered right on the FTC’s site.

 


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