Mayo Clinic’s recent decision to include paid advertisements on its website stirred up a heated debate. As the face of healthcare social media and effective patient education for a long time Mayo Clinic received a lot of criticism for its bold move to venture into the field of featuring ads next to important health-related issues.
I personally think in an economic climate like today’s no one can really argue with a financially smart decision if it is rightly done. Which means that in my opinion paid advertisements can have a place next to health information without taking away credibility and reliability. Unless they are placed poorly. And that is where Mayo Clinic made a mistake. Mark Schaefer, marketing consultant and author took to his blog to express his disbelief and disappointment about ads trying to sell children’s clothes next to an article about a condition during pregnancy that in most cases results in the death of the unborn child.
Here is a word I rarely use on my my blog: Stupid. But I think it is an unavoidable description when an organization sells the soul of their brand for a few advertising dollars with a mindless strategy of advertising children’s clothes to women who have just lost their child.
I think the question is: was the placement of the ad intentional? I hardly think so. This is an organization that is involved in treating patients, conducting research, launching healthcare start-apps, using social media for better patient education and communication and operating a major platform for publishing reliable health-related content. I think by now they are aware of the sensitive nature of the different topics they are discussing.
I also think it is a case of not paying attention to detail and not making sure the content and the ads on the site are in sync. Placing ads can mean major funds for a website. Misplaced ads can mean angry and disappointed readers that have all the right to feel that way. And while a lot of times advertising agreements are a little loose when it comes to the content of the ads, a website specializing in healthcare content has to make sure to monitor and influence the ads appearing on the portal.