Practitioners often assume professional conduct rules prevent them from publishing anything. They do not. The restrictions target advertising and solicitation, and education sits outside that. The distinction is worth understanding precisely, because the safe interpretation costs you patients who needed the information.
The line
Content that helps someone understand a condition, decide whether to seek care, or prepare for a procedure is information. Content whose purpose is to persuade them to choose you specifically, particularly using superiority claims, urgency or outcome promises, is solicitation.
The same underlying fact can land on either side depending on framing. Explaining what a root canal involves and when it is indicated is education. The same page headed why our root canals are painless is not.
Four formats that work
Condition explainers. What it is, what causes it, what the symptoms mean, when to see someone. These match what patients actually search and are unambiguously informational.
Procedure preparation. What happens before, during and after, what to bring, what recovery looks like. Reduces anxiety, reduces no-shows, and answers questions that otherwise consume consultation time.
Myth correction. Widely believed and wrong health claims, addressed plainly. High engagement, high shareability, and it demonstrates expertise without any claim about you.
Answers to questions you get asked repeatedly. If eight patients a week ask the same thing, that is a page. This is the easiest source of content and the most neglected.
Framing rules that keep it clean
Write about the condition, not about your practice. Avoid comparisons with other practitioners entirely. State outcomes as general ranges from published sources rather than as promises. Include when to seek a second opinion, which is both correct and demonstrates that the content is genuinely for the reader.
Attribute authorship to a named practitioner with their registration number and qualifications. This is permitted factual information, and it is also what search engines and AI systems look for when deciding whether health content is trustworthy.
General information, not legal or professional-conduct advice.