TMS and ketamine clinic marketing that explains options without promising a breakthrough.

TMS and ketamine marketing without overpromising

Interventional psychiatry draws hopeful, often exhausted patients. Pages that respect that, and the rules around each treatment, are the ones that last.

Three treatments, three regulatory stories

TMS is delivered by devices the FDA has cleared for specific uses, beginning with major depressive disorder. Esketamine nasal spray is an FDA-approved prescription drug for treatment-resistant depression, given only in certified settings under a safety program that includes monitoring after each dose. Ketamine by infusion is approved as an anesthetic, so its use for depression is off-label.

Patients rarely know these differences, and many pages blur them. A page for each treatment you offer, each describing its own status accurately, is both the honest approach and the one that matches how people search.

Answer “am I a candidate?” before the consultation

Most people arrive after other treatments have not worked well enough. They want to know whether they might qualify, what the consultation involves, and how long a course of treatment takes before they commit to the first visit.

Describe your assessment process and the kinds of history your clinicians review, without implying that a consultation guarantees treatment. Leave the clinical decision where it belongs.

Insurance is the second question

Coverage for TMS and esketamine often depends on prior authorization and on documented earlier treatments; infusion ketamine is frequently self-pay. Families need this explained in plain words before they call.

List the plans you have verified, explain what authorization usually requires, and give self-pay figures your billing team confirms. Re-check the list before anything is reused, because payer policies change.

Show what a course of treatment looks like

TMS usually means sessions on most weekdays for several weeks; esketamine involves supervised visits with a monitoring period afterward. Practical detail about scheduling, time off work and getting home helps people plan.

Describe your own schedule and setting, not general averages, and say what someone should do if they miss a session.

Avoid the words that cause trouble

“Cure”, “breakthrough”, “miracle” and unsupported response percentages invite regulatory problems and erode trust. If you publish outcome figures, cite where they came from and how they were measured, with your clinicians’ approval.

Never present off-label use as approved, and keep at-home ketamine products out of your marketing unless your clinical team has reviewed exactly what you offer and how.

What practices search for when they look for help

LunahUP’s own Search Console shows practices searching phrases like “marketing agency for ketamine clinics” and “content marketing for TMS clinics”. They are looking for someone who understands these limits, not just someone who can buy ads.

That is the bar we set: content a clinician would sign, structured so search engines and AI assistants can understand each treatment correctly.

Write for referring clinicians too

Many TMS and esketamine patients arrive through a psychiatrist, primary care clinician or therapist who has run out of options. Referrers want different facts from patients: who is a candidate, which records to send, how soon you can consult, whether the patient returns to them afterward and how you report back.

A short referral page with a clear way to send records answers those questions without a phone call. Keep it free of outcome promises, as you would a patient page, and confirm the steps with your intake team before it goes live. Never offer anything of value in exchange for referrals, and check any referral arrangement with counsel.

Map searches to pages, one treatment at a time

People search by treatment, by condition and by place: “TMS near me”, “esketamine clinic in [city]”, “ketamine infusion for depression [city]”, “does insurance cover TMS”. Others search for help after medication has not worked, without naming any treatment. Your Search Console data shows which of these already bring your site into results.

Give each important search one home. Treatment-and-city searches belong on the treatment page for that location, and coverage questions on an insurance page. Broader searches such as “depression not getting better” are best met with a plain explainer that describes options and leads to a consultation, without suggesting any one treatment is right.

Know the ad limits before you set a budget

Google restricts prescription drug terms in ads, keywords and landing pages in the US, and it does not allow promotion of speculative or experimental medical treatments. An ad that names a medication, or a landing page built around one, may be limited or disapproved. Check the current policy for each treatment before planning spend.

Targeting people by health condition is also off the table, so campaigns depend on what people type. One workable approach, for example, is a search ad for depression treatment consultations in your city that leads to a page explaining each treatment’s status and the consultation step. Your medical director approves the wording first.

Mistakes that cost trust

Common ones: copying a device maker’s marketing text onto your page as if it were your own; listing conditions your device is not cleared for; showing a ketamine price that leaves out the consultation or monitoring visits; and leaving out what a patient must arrange after a session, such as a ride home, when your protocol requires it.

Another is publishing patient stories or symptom score changes from a few patients as if they showed what everyone can expect, or without the patient’s written authorization. Each of these can weaken trust with patients, referrers and payers. A plain, accurate page is the stronger asset over time.

What to measure

Track consultation requests by treatment, not just total calls, and note how many people turned out not to be candidates or could not get coverage. A page that brings many calls from people who are not eligible may need clearer candidacy or insurance wording rather than more traffic.

In Search Console, follow the treatment-and-city searches and the insurance questions for each page. Ask new patients how they heard about you, including whether a clinician referred them. Over several months, that shows which pages and referral relationships bring the consultations that fit your clinic.

How we work with interventional psychiatry

LunahUP’s founder runs an outpatient telepsychiatry practice, not a TMS or ketamine clinic. We bring search research, structure and drafts built from your confirmed facts; your medical director approves every claim before it is published.

If a payer or regulator ever asks what your site claimed last spring, the dated record of every approved edit answers it.