Whether you're operating a foot care practice from a clinic, serving the community, or providing services in long-term care homes, understanding the boundaries of marketing as a nurse business owner in British Columbia is crucial. Our dual role as clinicians and entrepreneurs requires clarity in navigating this intersection.
Let's explore what you can and can't do when it comes to marketing yourself in BC, and how our provincial guidelines compare with the rest of Canada.
Who Sets the Rules?
In British Columbia, nurses—including RNs, LPNs, and NPs—are regulated by the BC College of Nurses and Midwives (BCCNM). Under Bylaw 166 of the BCCNM Bylaws and the Health Professions Act, all forms of marketing—including social media, websites, brochures, and signage—are considered public advertising.
According to BCCNM, “advertising” encompasses any communication in any medium used to promote your professional services.
What You're Allowed to Do (Go For It!)
- Promote your services honestly: Ensure your promotions are accurate and professional.
- Use your title appropriately: If you're actively licensed, you may use RN, LPN, or NP.
- Discuss pricing: Be clear and avoid misleading information.
- Educate the public: Share general health information, steering clear of personal advice.
- Sell related products: You can sell items like foot creams or tools that support your care.
Areas Requiring Caution
1. Client Testimonials and Reviews
BCCNM does not explicitly prohibit the use of client testimonials. However, they emphasize the importance of maintaining professional boundaries and protecting client confidentiality. Even when clients voluntarily post reviews on public platforms, nurses must ensure that their responses or interactions do not compromise these standards.
Best Practices:
- Do not solicit testimonials: Avoid encouraging clients to leave reviews.
- Maintain confidentiality: Refrain from discussing or acknowledging specific client experiences online.
- Separate accounts: Keep personal and professional social media accounts distinct.
2. Avoid Misleading Claims
Refrain from making false or exaggerated claims about your services. Avoid stating you're "the best" unless it's objectively verifiable.
3. Use of Restricted Language
Unless approved by BCCNM, avoid using terms like "certified" or "specialist."
4. Use of BCCNM Logo or Claims of Endorsement
Do not use the BCCNM logo or imply endorsement by the College.
5. Professionalism in Tone and Imagery
Ensure that all marketing materials are tasteful and align with nursing's professional standards.
Selling Products: What's Permissible
You are allowed to sell products that support the services you offer—such as moisturizers, pads, or socks. However, BCCNM's Conflict of Interest Practice Standard emphasizes that nurses must avoid placing personal gain ahead of professional responsibilities.
What’s Okay:
- Selling relevant, evidence-based products that support your care.
- Being transparent about client options.
- Earning income ethically through those sales.
What to Avoid:
- Pressuring clients or implying products are required.
- Using your license to endorse a commercial brand.
- Promoting unrelated items for profit.
Social Media and Online Advertising
- Respect confidentiality: Do not share client stories or photos without consent.
- Keep advice general: Ensure shared information is evidence-based.
- Separate accounts: Maintain distinct personal and professional social media profiles.
- Maintain records: Keep records of all posted or published content as per Bylaw 166(8).
How BC Compares to Other Provinces
- Ontario (CNO): Strong boundaries on social media with strict privacy rules.
- Alberta (CRNA): Emphasizes avoiding conflicts of interest and discourages endorsements.
- Nova Scotia (NSCN): Encourages nurses to reflect on their online image.
- Saskatchewan & Manitoba: Similar to BC, focusing on privacy, transparency, and professionalism.
Quick Summary
- ✅ Yes: Market your business truthfully and clearly.
- ✅ Yes: Sell relevant products if it supports care and you remain transparent.
- ❌ No: Do not mislead with endorsements.
- ❌ No: Avoid misusing your nursing title for product sales.
- ✅ Yes: Ensure your content is professional and client-centered at all times.
Final Thoughts
Nursing is built on trust, and as nurse entrepreneurs, that trust extends to how we promote ourselves. By adhering to BCCNM guidelines and maintaining professionalism in all marketing efforts, we can effectively grow our practices while upholding the integrity of the nursing profession.
For more detailed information, refer to BCCNM's guidelines on Social Media Expectations, Privacy and Confidentiality, and Boundaries in the Nurse-Client Relationship.