For medical and healthcare marketing agencies, securing Professional Indemnity (PI) insurance can feel like a minefield. Some providers offer surprisingly affordable policies with robust cover, leading you to worry whether they really understand what you do. Others quote eye-watering premiums with restrictive terms that barely touch the risk. 

The truth is, this variability often comes down to a combination of insurer expertise (or lack thereof) and the quality of the broker you’re working with.

Why the market is so mixed

Medical marketing is a specialised area. Insurers unfamiliar with the nuances of healthcare campaigns can be quick to overestimate the risks involved, often defaulting to restrictive policy wordings or excluding cover for what they perceive as “high-risk” activities. 

Some brokers, equally inexperienced in this sector, may not challenge these exclusions – presenting them to clients as standard, non-negotiable terms. The result is that your agency pays more for less, or is even left without protection for legitimate business activities.

The good news is that not all medical marketing work is inherently risky. For example, agencies that collate and repurpose existing content – whether sourced from clients or the public domain – typically face very low liability exposure. Especially when the end client signs off all creative, the chance of an error or omission leading to a claim is minimal.

Yet some insurers will lump these low-risk activities together with high-risk services, inflating premiums unnecessarily. Understanding the distinction between routine medical marketing and activities that could genuinely create exposure is key.

Where the real risks lie

Not all work in the medical sector is low risk, and insurers are right to flag certain activities. Two areas in particular can create genuine PI exposure:

• Use of sensitive personal data – If your campaigns involve patient data, even indirectly, this introduces potential regulatory and legal liabilities. Mishandling sensitive data could result in claims under privacy laws or data protection regulations.
• Providing medical advice or diagnosis – Any agency delivering content that could be interpreted as advice or guidance about a medical condition is entering high-risk territory. Professional Indemnity policies may exclude these activities entirely or impose strict conditions that make cover expensive and complex.

For agencies sticking to general promotional work – think awareness campaigns, branding and repurposed client content – these high-risk factors usually don’t apply. In this case, a well-structured Professional Indemnity policy is usually both affordable and achievable.

The problem with bodily injury exclusions

One area where agencies should exercise caution is policies that contain “absolute bodily injury” exclusions. These are often inserted by insurers who either lack the sector expertise or are trying to reduce potential exposure.

For most medical marketing agencies, this type of exclusion is unnecessary. Again, those sticking to general promotional work shouldn’t be exposing themselves to claims of bodily injury. Accepting such an exclusion can limit protection for perfectly legitimate errors, leaving you exposed to claims that are unrelated to actual bodily harm but might still be significant in a Professional Indemnity context.

Why expertise matters

The key differentiator for agencies seeking Professional Indemnity cover in the medical sector is working with brokers and insurers who understand the nuances of medical marketing. An experienced broker can:

• Accurately assess which activities are genuinely high risk
• Challenge unnecessary exclusions, including broad bodily injury clauses
• Ensure the policy wording reflects actual exposure, not perceived risk

Similarly, insurers with a strong understanding of medical marketing can offer sensible, cost-effective cover rather than imposing blanket exclusions or sky-high premiums.

Practical advice for agencies

Here are some practical steps to secure the right PI cover as an agency working with healthcare clients:

Map your activities clearly

Break down the types of work you do – like content curation, creative campaigns and copywriting – and identify where high-risk elements like patient data or medical advice come into play.

Avoid default policies

Standard PI quotes from generalist insurers may include unnecessary restrictions. Always review the wording carefully, especially those exclusions related to bodily injury or professional negligence.

Insist on client sign-off

When content is approved by the end client before publication, it significantly mitigates risk. Make this a standard part of your workflow and keep evidence of sign-off.

Work with specialist brokers

Brokers who understand the medical sector can negotiate policy terms, remove irrelevant exclusions, and explain exactly where cover applies. This can make a huge difference in both cost and effectiveness.

Getting protection that works

Not all Professional Indemnity insurance is created equal – particularly for agencies in the medical sector. With some providers, you can secure affordable and comprehensive cover that protects your business without restricting your everyday marketing work. With others, you may end up overpaying for a policy that’s riddled with unnecessary exclusions.

The difference often comes down to expertise – both on the insurer and broker side. Agencies that focus on low-risk activities, get client sign-off, and avoid policies with absolute bodily injury exclusions are in the best position to secure sensible cover and operate with confidence.

Professional Indemnity shouldn’t be a barrier to doing business. With the right guidance, you can protect your agency and still thrive in the healthcare marketing space. Contact a member of our team to discover what a robust insurance programme can look like for your organisation.

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