Essential pages
- One page per specialty or procedure: orthodontics, implants, dermatology, physiotherapy. Each one shows up on Google for its own search.
- Team: professionals with their name and council registration (CRM, CRO, CREFITO and others), specialties and a real photo.
- Accepted health plans and payment methods.
- Facilities: real photos of the space and reception.
- Contact and location: WhatsApp, phone, address with a map, opening hours and parking.
Healthcare advertising rules in Brazil
- Each professional council has its own advertising resolution. In medicine, CFM Resolution 2.336/2023 updated these rules. Dentistry, physiotherapy and other professions follow their own councils' standards.
- In general: no promised results, sensationalism or guaranteed cures.
- The site must identify the technical lead with their registration number, and specialists with their specialty registration where required.
- Educational content about conditions and treatments is welcome and helps on Google.
LGPD: careful with patient data
Health data is sensitive data under Brazil's data protection law (LGPD). Website forms should ask only for what booking requires (name, phone, specialty), have a privacy policy and not request symptoms or test results through open forms. The site must use HTTPS.
What fills the schedule
- A WhatsApp button visible on mobile with a pre-filled message ("Hello, I would like to book a ... appointment").
- Integration with an online booking system, if the clinic uses one.
- A Google Business Profile with reviews and a link to the site.
- Fast loading: patients in a hurry will not wait.
To advertise the clinic on Google, see the EixoAds guide on Google Ads for clinics. At ON Network, a business website costs R$ 700 and a landing page per specialty costs R$ 400; see the plans (page in Portuguese).
Frequently asked questions
Does the clinic website need the CRM or CRO number?
Yes. Council rules require the technical lead to be identified with their registration number.
Can I show before-and-after photos?
It depends on the profession and your council's current resolution, which sets conditions. If in doubt, check with the council before publishing.
Can I take bookings through the website?
Yes, via WhatsApp or an online booking system. Ask only for the data you need and have a privacy policy, because of the LGPD.