In health, dental and wellness, UGC works for a simple reason: nobody chooses a professional from advertising, they choose from the testimonial of someone who has been through it. But it is also the category with the most legal limits in Spain.

What actually converts

The fear testimonial

"I had not been to the dentist in four years out of embarrassment." Starting from the emotional barrier converts more than any clinical result.

The first visit walkthrough

What the waiting room is like, who receives you, how long it takes. It reduces the friction that stops people booking.

The professional's explanation

Not promotional: educational. A dentist explaining why something hurts generates more enquiries than ten ads.

Price and payment options stated clearly

It is the number one objection and the least answered.

Follow up over time

A testimonial at six months is worth more than one on treatment day.

What the rules allow you to show

This is the delicate part, and it is settled before filming.

Health advertising is regulated and cannot promise results, guarantee treatments or mislead. In addition, in Spain advertising by healthcare centres and professionals is subject to authorisation and centre identification requirements.

Health data is special category data. Any testimonial requires explicit written consent detailing the intended use, including paid media, and allowing it to be withdrawn.

And clinical images are not published without specific authorisation for that particular use.

Which creators to hire

Real patients before professional creators. Here authenticity is the whole argument, and an overly polished testimonial raises suspicion.

And hire the professional themselves. Educational content from the doctor, dentist or physiotherapist performs best over the long term, and does not depend on third parties.

The brief that produces good material

Include: what can and cannot be claimed, the signed consent, the main objection, three hooks, the disclosure wording and the centre identification details that must appear.

The Spanish calendar

The peaks are January with new year resolutions, spring before summer, and September with the return to routine. December drives aesthetic treatments before the holidays.

Where to go next

In health, trust and the legal framework go together. Our complete UGC guide for brands explains the rest of the process.