BR2\MED · Where Trust Begins.
In healthcare, the decision is about trust before it is about anything else.
Communication for doctors, clinics and health brands in Brazil, under Resolution CFM 2.336/2023 — including the rule on before-and-after imagery, which is where the ethical risk concentrates.
Why the stakes are higher here
Nobody chooses a doctor on price. They choose by believing that person will take care of them. Communication in healthcare does not sell a service — it starts a relationship.
The Brazilian medical council defines with precision what may be published. A physician who hires without care can face an ethics proceeding for something an agency published while trying to help.
The safest ground, and the least used
There is a finding in the regulation worth knowing: post-consultation communication — reminders, preparation guidance, educational material sent to the patient — is not advertising in the strict sense of the resolution, yet it strengthens the relationship and increases spontaneous referral.
It is a larger and safer territory than promotional communication, and it is where quality differences show most clearly, because almost nobody does it well.
The final compliance check always belongs to the professional who signs the material.
Next step
Your patient leaves the consultation with the right information.
Understanding a procedure reduces anxiety — and that is communication, not advertising.