의료광고는 잘 쓰는 글보다 안전하게 오래 가는 문구가 성과를 만든다

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본문 병원 홍보를 위해, 혹은 우리 병원의 실력을 강조하고 싶은 마음에 무심코 작성한 블로그 글을 한번 점검해 보시기 바랍니다. 혹시 제목이나 본문에 최고, 최신, 유일, 1등 같은 표현이 들어 있지는 않으신가요.

만약 그렇다면 지금 당장 그 단어들을 수정하거나 삭제하시는 것이 좋습니다. 단순히 과장된 표현이라고 생각했던 그 단어 하나가 의료법상 심각한 위반 사유가 되어 병원 문을 닫아야 하는 상황을 만들 수도 있기 때문입니다.

의료 광고는 일반적인 상품 광고와는 본질적으로 다릅니다. 소비자가 제품을 잘못 샀을 때 겪는 피해보다, 환자가 잘못된 의료 정보를 접했을 때 겪는 건강상의 피해가 훨씬 치명적이기 때문입니다. 그래서 의료법은 소비자를 현혹할 우려가 있는 최상급 표현을 엄격하게 금지하고 있습니다.

객관적인 사실로 증명할 수 없는 최고라는 단어는 명백한 의료법 위반입니다. 세계 최초나 국내 유일 같은 표현 역시 공인된 기관으로부터 받은 구체적인 인증서나 명확한 근거가 없다면 사용할 수 없습니다. 이를 어길 시 시정 명령을 넘어 업무 정지 처분까지 내려질 수 있는 무거운 사안입니다.

그렇다면 우리 병원의 뛰어남을 어떻게 표현해야 할까요. 추상적인 형용사 대신 구체적인 팩트를 나열하는 것이 방법입니다.

예를 들어 최고의 실력을 갖춘 의료진이라고 쓰는 대신, 대학병원 교수 출신 10년 경력의 의료진이라고 쓰는 것이 안전합니다. 최신 장비 보유라고 쓰는 것보다는 해당 장비의 정확한 모델명과 도입 시기를 명시하는 것이 법적으로 문제가 없으면서도 환자에게 더 큰 신뢰를 줍니다.

마케팅 대행사나 내부 직원이 쓴 글이라도 그 책임은 고스란히 의료기관 개설자인 원장님에게 돌아갑니다. 지금 우리 병원 블로그에 혹시라도 위험한 단어들이 방치되어 있지는 않은지 꼭 확인해 보시길 권해 드립니다.

의료법을 준수하면서도 병원의 장점을 매력적으로 어필하는 방법, 전문가의 꼼꼼한 검토가 필요한 시점입니다.

와이에스엠경영컨설팅 윤수만

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