We audit ad copy against structure and scope for every New York practice we take on. The same handful of problems appear every time, and the fixes are usually one word.
Here they are, with the reasoning.
"Our doctors are ready to help you"
Two problems. "Doctors" plural, at a practice with one supervising physician. And "you," addressing the reader's health, which triggers Meta's Personal Attributes policy.
Rewrite: "Treatments by our nurse injectors, supervised by Dr [Name]."
Accurate, approvable, and stronger — naming the person is the most reassuring thing an aesthetic ad can do.
"Physician-administered Botox"
Problem. Meaningfully different from physician-supervised, and usually not true. New York's delegation rules govern who may inject; if an RN does, this is a misrepresentation of a material fact about the service.
Rewrite: "Every treatment plan reviewed by Dr [Name] before you're treated."
"Struggling with fine lines?"
Problem. Second-person health copy. This is the single most common rejection cause in aesthetics.
Rewrite: "Wrinkle treatment on the Upper East Side." Flat, specific, and it runs.
"Results guaranteed"
Problem. A clinical promise nobody can make, and a deceptive practice under New York's General Business Law framework — which we covered separately.
Rewrite: "We'll tell you at the consultation what's realistic for your skin. Sometimes the answer is that this isn't the right treatment."
That last sentence converts better than the guarantee did. Saying no occasionally is the most credible thing a clinic can advertise.
"From $99"
Problem. Only if nothing is genuinely obtainable at $99. Price advertising that is not achievable is the archetypal deceptive practice.
Rewrite: "$12 per unit, 20-unit minimum for most first treatments — about $240." Fewer inquiries, better ones.
"Book now — only 3 spots left this week!"
Problem. If it is not true, it is a false statement of material fact. If the number never changes, it is checkable in about a month.
Rewrite: Either make it true and update it, or drop it. We use scarcity in our own funnel and it is real — a number that moves, and a deadline computed from the actual calendar rather than a timer that restarts per visitor.
The one about the entity
The subtlest and the most New York-specific. If your management company runs the ad account and the copy says "our patients," the MSO is asserting a relationship that New York's corporate practice rules do not permit it to have.
Fix: clinical claims run from the clinical entity. Patients notice nothing. Your ad library stops being evidence.
If nobody has read your New York ads against your structure and your scope, we will do it as part of a call and you keep the findings either way.