Healthcare providers in Montana must ensure their marketing does not include any false, misleading, or deceptive claims about their services, qualifications, or results. Montana may be big sky country, but the sky’s not the limit. Under Montana law, advertising that could deceive, defraud, or harm the public may be considered unprofessional conduct.
While this guidance is not a substitute for legal advice, it highlights key considerations for maintaining compliant marketing practices. Before launching or updating any campaign, it’s important to review your materials with qualified legal counsel.
More Information
Oversight Body:
Montana Board of Medical Examiners
Reference Citation:
MT ADC 24.156.625
Selected Excerpt:
24.156.625 UNPROFESSIONAL CONDUCT (1) In addition to those forms of unprofessional conduct defined in 37-1-316, MCA, the following is unprofessional conduct for a licensee or license applicant under Title 37, chapter 3, MCA: (…)
- (c) conduct likely to deceive, defraud or harm the public;
- (d) making a false or misleading statement regarding the licensee’s skill or the effectiveness or value of the medicine, treatment, or remedy prescribed by the licensee or at the licensee’s direction in the treatment of a disease or other condition of the body or mind
What This Means for Montana Medical Practices
Montana’s standards apply broadly across your marketing, not just traditional advertising. Today, that includes your website, paid ads, social media content, email campaigns, landing pages, and before-and-after galleries.
In practical terms, this means your marketing should:
- Clearly and accurately represent your qualifications and experience
- Avoid exaggerated or unsubstantiated claims about results
- Provide appropriate context when showcasing outcomes
- Maintain transparency in all patient-facing content
Even well-intentioned messaging can create risk if it overpromises or lacks clarity. A thoughtful, consistent approach helps protect your practice and your patients.
Sample Best Practices
Etna’s sample best practices are designed to help you begin discussing your medical marketing tactics with your legal counsel in more detail. Find out if you need to take steps to avoid the following:
- Engaging in conduct likely to deceive, defraud or harm the public.
- Making false or misleading statements regarding your skill or the effectiveness of treatments for disease or other conditions of the body or mind.
- Making scientific claims that cannot be substantiated.
- Assuring a permanent cure for an incurable disease.
- Claiming professional superiority without supporting the claim with objective evidence, or using hyperbole when describing your techniques or results.
- Showing patient before and after photos without indicating that results vary and the results shown are not a guarantee.
- Showing models without clearly indicating that the photos are not of actual patients.
- Saying you are board-certified without including in any advertising the name of the board that has certified you.
Is your website following best practices when it comes to medical marketing? Find out by downloading our free Website Compliance Checklist!
Download Free ChecklistMarket Your Montana Practice With More Confidence
Medical marketing in Montana requires more than strong messaging. Your website, ads, social media, email campaigns, landing pages, and patient-facing content should also be reviewed with accuracy, clarity, and compliance awareness in mind.
Etna Interactive helps medical and aesthetic practices create digital marketing strategies that support visibility, patient trust, and long-term growth. To learn more about how our team can support your marketing efforts, reach out with any questions or request a consultation with one of our experts.
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