Google, Meta, and other major ad platforms have established strict guidelines to promote pharmaceuticals and medical devices online. Brands need to undergo rigorous verification processes to ensure compliance on these platforms. One commonly accepted certification is LegitScript, which validates a company’s legitimacy and adherence to industry standards.
Obtaining LegitScript certification involves a thorough review of a company’s operations—including its website, product offerings, and compliance with regulatory requirements. This certification not only demonstrates a commitment to ethical practices but also helps build trust with consumers and advertisers.
By meeting these stringent standards, health brands can reach their target audience while maintaining the highest level of integrity.
What is LegitScript Certification?
LegitScript is a leading provider of online safety and compliance solutions. For health brands, the LegitScript Healthcare Merchant Certification is a crucial validation that demonstrates adherence to industry standards and regulations. This certification is widely recognised by major digital marketing platforms and payment processors, making it essential for both marketing and eCommerce operations.
By obtaining LegitScript certification, health brands can:
- Enhance Credibility: Establish trust with consumers and partners by demonstrating commitment to ethical practices.
- Expand Market Reach: Gain access to a wider range of digital advertising platforms and payment gateways.
- Mitigate Risks: Reduce the likelihood of legal issues or financial penalties associated with non-compliance.
- Improve Customer Experience: Provide a safe and reliable online shopping experience for customers.
LegitScript certification is a valuable asset for health brands seeking to thrive while maintaining the highest standards of integrity and consumer protection.
What Platforms Require LegitScript Certification
LegitScript certification is a widely accepted standard that demonstrates adherence to industry standards and safeguards consumer interests. While the National Association of Boards of Pharmacy (NABP) is also recognised by some platforms, LegitScript is the more common choice for digital health brands due to its streamlined process and broader acceptance.
Some of the leading platforms include:
- Google Ads
- TikTok Ads
- Microsoft Ads
- Meta (Facebook & Instagram) Ads
Payment processors, banks, and credit card companies often require a seal of approval before partnering with online pharmacies. Visa and Mastercard, for instance, mandate that pharmacies and telehealth providers have a certification to process payments.
LegitScript Certification Requirements for Google Ads and Facebook
Without LegitScript certification, Google Ads and Facebook will prohibit the promotion of certain health-related products and services. Both Google and Facebook have their specific policy guidelines but they generally require certification for the following types of companies:
- Online Pharmacies: Businesses that sell prescription and over-the-counter medications online.
- Telehealth and Telemedicine Providers: Companies offering remote healthcare services, such as virtual consultations and diagnoses.
- Addiction Services Providers: Organisations that provide treatment and support for substance abuse and addiction.
- CBD Product Sellers: Companies that sell products containing cannabidiol, a compound derived from cannabis.
It’s important to note that platform policies can evolve over time, so it’s advisable to regularly review the latest guidelines from Google and Facebook to ensure continued compliance.
Obtaining LegitScript Certification: A Step-by-Step Guide
The LegitScript certification process involves a thorough evaluation of a company’s operations to ensure compliance with industry standards and regulations. To apply for certification, businesses must submit information related to:
- Existing Licensure and Legal Compliance: Verification of relevant licences and permits.
- Adherence to Market Jurisdiction Policies: Compliance with local laws and regulations.
- Domain Name Registration: Ownership and registration of the company’s website domain.
- Other Relevant Factors: Additional information may be required based on the specific nature of the business.
The duration of the certification process can vary significantly depending on the complexity of the company’s operations and the speed at which required documentation is provided.
What Is The Cost Of LegitScript Certification?
The cost of obtaining LegitScript certification ranges from $535 to $1050, with fees varying based on the industry vertical and business model. Once certified, companies must pay annual renewal fees to maintain their status, typically ranging from $1000 to $2000 per year.
By investing in LegitScript certification, health brands can demonstrate their commitment to ethical practices, enhance their credibility, and gain access to a wider range of digital marketing opportunities.
10 Tips For Certified Businesses to Improve Their PPC Ads
As the only certification and monitoring service specifically designed for US drug and alcohol addiction treatment providers, LegitScript is trusted by major tech giants like Google, Microsoft, and Facebook to assess advertiser eligibility.
While LegitScript certification is essential for building trust and credibility, effective online advertising is equally crucial for business growth.
Here are some top tips to help you maximise the impact of PPC advertising:
1. Target Relevant Keywords
Ensure your keyword targeting aligns with the specific levels of care your facility offers and directly addresses your ideal patient’s needs. Avoid targeting keywords that don’t correspond to your services.
For example, if you don’t provide a detox program, avoid targeting keywords related to detox services.
2. Prioritise Negative Keyword Research
Effective keyword research involves not only identifying target keywords but also actively blocking irrelevant terms. A robust negative keyword strategy is essential to prevent wasted ad spend on unqualified clicks.
For instance, failing to block terms like “free” or “affordable” can lead to a surge in inquiries from individuals with limited insurance coverage. Select negative keywords to refine your target audience and optimise your ad budget.
3. Maintain a Balanced Digital Marketing Mix
Your PPC campaigns should be an integral component of your overall digital marketing strategy, working in harmony with SEO and other digital initiatives. A balanced mix of these elements is essential to maximise ROI and prevent wasted marketing budget.
For addiction treatment providers, relying too heavily on PPC (more than 35% of patient census) can lead to significantly increased costs due to rising market competition. The average CPA from PPC typically increases by 2-5% annually.
4. Evaluate PPC Performance Annually to Account for Seasonality
The addiction treatment and healthcare industries often experience seasonal fluctuations in business. It’s essential to evaluate it on an annual basis rather than focusing solely on month-to-month comparisons.
While your business may have seasonal peaks and troughs, your PPC strategy should remain consistent. Clicks may increase during holidays and summer vacations but customer conversions may occur with a delay. Maintain your PPC spend during these periods to avoid losing potential business.
5. Use Historical Data for Long-Term Strategy
New accounts without historical PPC performance data typically require around 90 days to reach optimal market levels. Meanwhile, repositioning existing campaigns may take 45+ days. Allow new campaigns sufficient time to gain traction and generate meaningful metrics before making significant adjustments.
Avoid making frequent changes during the initial stages of your PPC strategy. Such adjustments can be counterproductive and waste your budget. Instead, focus on addressing broader market trends, which may not manifest on a daily basis.
Furthermore, be mindful of the “trend-to-spend” ratio.
It’s challenging to draw data-driven conclusions based on less than $10,000 in PPC spend, regardless of the timeframe.
6. Avoid Under-and Overspending
Both under-and overspending on PPC can pose significant risks to your business. Determine the optimal spending level based on your budget and the cost-per-inquiry for your services.
Insufficient spending can lead to missed opportunities and insufficient click volume, while excessive spending may result in diminishing returns. The relationship between qualified inquiries and PPC spend often follows a bell curve, influenced by factors like geographic demand and competition.
7. Set Realistic Expectations for Costs and Timelines
PPC campaigns are not a quick fix. Even with meticulous planning and execution, they require time to establish a stable and sustainable ROI.
From the outset, set clear expectations with your internal stakeholders to ensure they are aligned with the campaign’s timeline and potential outcomes.
8. Maintain Consistent Spending
Avoid turning your PPC campaigns on and off. Inconsistent spending can negatively impact your performance on Google’s ad platforms.
Not only will you miss out on potential business during periods of inactivity, but your ROI will also be lower in the following months. Additionally, frequent campaign pauses can hinder your competitive ad placements.
9. Prioritise Call Handling and Close Rates
The effectiveness of your PPC campaigns hinges on your ability to handle calls and convert leads. A high percentage of unanswered calls directly translates to wasted advertising spend. For example, a company spending $300,000 per month on PPC could lose $30,000 monthly if 10% of calls go unanswered.
Implementing call centre tracking, CRM systems, and staff training to minimise missed calls can significantly improve your PPC ROI. These measures not only optimise your advertising spend but also enhance your digital marketing attribution, providing valuable insights into lead sources and conversion factors.
10. Enhance Conversions with Visual Content
Integrating compelling video and graphic content into your PPC campaigns can significantly boost conversion rates. While visual elements can enhance your centre’s appeal, avoid excessive promotional messaging. Your digital marketing team can help you strike the right balance.
To optimise conversions, pay close attention to your PPC landing pages. Ensure they are visually appealing, relevant to your ad content, and provide a clear call to action.
Why Choose LegitScript Certification for Your Rehab PPC Ads?
In the competitive landscape of digital marketing for rehab centres, LegitScript certification offers a significant advantage. Here’s why:
Ad Campaign Security
- Avoid Shutdowns: Google has strict guidelines for rehab centres running PPC ads. Without LegitScript certification, your campaigns risk being paused or terminated.
- Enhanced Trust: Certification demonstrates to Google that your rehab centre is legitimate, increasing the likelihood of your ads being approved and running smoothly.
Building Audience Trust
- Credibility Boost: A LegitScript certification signals to potential clients that your rehab centre is reliable and trustworthy.
- Increased Click-Through Rates: Users are more likely to click on ads from certified rehab centres, leading to higher traffic and conversions.
- SEO Benefits: Certification can positively impact your search engine rankings, as it reinforces your website's credibility.
Partnering with a Trusted Authority
- Industry Recognition: LegitScript is widely recognized as a trusted authority in the online healthcare industry.
- Simplified Advertising: Many major platforms, including Google, Bing, Facebook, and Amazon, value LegitScript certification. This can streamline the advertising process and reduce approval times.
By investing in LegitScript certification, you’re not only protecting your ad campaigns but also establishing your rehab centre as a credible and trustworthy resource in the industry. This can lead to increased patient referrals, improved online reputation, and ultimately, better outcomes for those seeking treatment.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
