Marketing hormone therapy online can help your practice attract the right patients, but it can also put you at risk if you're not careful. Whether you're offering testosterone, estradiol, progesterone, or pellet therapy, using the wrong claims on your website can trigger scrutiny from the Federal Trade Commission (FTC), FDA, or even state medical boards.
In this blog, we’ll break down what you can and can’t say about hormone therapy on your website, how to stay compliant with FTC guidelines, and how to promote your services responsibly, without risking legal action or patient trust. As always, consult with a licensed attorney for guidance on any legal questions.
Why Language Matters When Marketing HRT Online
Hormone replacement therapy (HRT) is regulated as a medical treatment. That means your online content isn’t just marketing—it’s a reflection of your clinical claims. If your website makes statements that are:
- Unsubstantiated
- Misleading
- Imply guaranteed results, or
- Promote off-label uses without context
—you could face fines, warning letters, or professional board investigations.
Key regulatory players:
- FTC: Oversees marketing and advertising claims to protect consumers from false or unproven health promises.
- FDA: Regulates labeling and claims related to approved drugs and treatments.
- State Medical Boards: Monitor scope of practice, ethics, and misleading advertising by licensed professionals.
What You Can’t Say About Hormone Therapy
Let’s start with examples of risky or non-compliant language that commonly appears on HRT clinic websites:
“Hormone therapy will prevent aging.”
- Why it’s a problem: You can’t make blanket or anti-aging claims without robust clinical evidence. HRT may relieve symptoms of age-related hormone decline, but it doesn’t "prevent aging."
“Testosterone therapy is guaranteed to boost energy and improve sex drive.”
- Why it’s a problem: Avoid guarantees or promises. Not all patients respond the same way to testosterone therapy, and benefits vary by individual.
“Pellet therapy is safer and more effective than all other forms of HRT.”
- Why it’s a problem: This implies superiority without comparative clinical trials. Unless supported by peer-reviewed research, such claims are misleading.
“Our therapy treats Alzheimer’s, osteoporosis, and heart disease.”
- Why it’s a problem: Claiming to treat or prevent specific diseases—especially chronic conditions—requires FDA approval and strong scientific backing.
Other Common Compliance Pitfalls for HRT Clinics
Even well-meaning providers can slip up. Here are a few things to avoid on your website, landing pages, or ads:
Pitfall: Saying “Bioidentical hormones are completely natural and risk-free.”
Why It’s Risky: This is misleading. Even bioidentical hormones can carry risks and potential side effects, so claims should remain balanced and evidence-based.
Pitfall: Using patient testimonials that promise guaranteed results.
Why It’s Risky: FTC rules apply to testimonials. If you share patient stories, you must include disclaimers about typical outcomes.
Pitfall: Claiming hormone therapy treats off-label conditions without context.
Why It’s Risky: Off-label prescribing is common, but your site content should clearly reflect scientific evidence and avoid overstated promises.
Remember: Just because a compounding pharmacy says something is safe or effective doesn’t mean you can legally echo that on your clinic’s site.
Best Practices for HRT Website Content
To keep your practice’s website compliant while still attracting patients, follow these content strategies:
- Focus on Education, Not Promotion: Write about how hormone imbalances affect people and how therapy may help. Use neutral language and avoid exaggerated benefits.
- Add Disclaimers Strategically: Place disclaimers near any therapeutic claims or results-based language. Consider adding one to your site footer and intake forms
- Keep Testimonials Honest and Balanced: Use testimonials that reflect individual experiences without implying universal results. Include disclaimers like:
“These results are not typical and may vary based on individual health conditions.”
- Regularly Review and Update Content: Keep your website in line with changing state laws, FTC guidance, and evolving clinical research. Consider reviewing your content every 6–12 months.
What You Can Say (With Confidence)
Now for the good news: you can effectively market your hormone therapy services using compliant, FTC-safe language. Here’s how.
Use “May Help” or “Can Support” Instead of Guarantees
- Example: “Testosterone therapy may help support energy levels and muscle mass in men with low testosterone.”
Mention FDA-Approved Indications
- Example: “Estradiol is FDA-approved for the treatment of menopausal symptoms such as hot flashes and vaginal dryness.”
Reference Symptoms, Not Diseases
- Example: “Many patients seek hormone therapy to address symptoms like fatigue, mood swings, or sleep disturbances.”
Include a Disclaimer
- Add a clear disclaimer on every page that mentions treatment outcomes:
“Individual results may vary. Hormone therapy should only be pursued under the guidance of a qualified healthcare provider.”
Link to Credible Sources
- Cite clinical studies or guidelines from organizations like the Endocrine Society, North American Menopause Society (NAMS), or FDA to support your content.
How OptiMantra Helps You Stay Compliant
Your website is a powerful tool for educating patients and supporting your HRT practice, but it also plays a role in maintaining medical and legal responsibility. Ensure that your content uses accurate language, avoids exaggerated claims, and reflects the same compliance standards you uphold in care delivery.
That commitment to compliance shouldn’t stop at your website. Platforms like OptiMantra help ensure that your HRT workflows—from intake to e-prescribing—align with legal and clinical standards.
OptiMantra supports:
- Secure documentation of informed consent
- Patient-specific dosing for compounded hormones
- Tracking of off-label use with appropriate clinical rationale
- Prescribing and documentation for compounded medications
- HIPAA-compliant telehealth and messaging
From compliant charting to seamless telehealth and pharmacy integrations, OptiMantra empowers you to deliver personalized care without compromising on regulatory safety.
Try OptiMantra for free here and see how we can support your HRT practice.
