Kidney stone clinic marketing: emergency wording, stone-free and prevention claims, supplements and cash prices

A kidney stone clinic has two kinds of patients, and its marketing has to serve both. The first is in pain right now, searching on a phone for someone who can see them today, and deciding between the clinic, urgent care and the emergency department. The second has had a stone before and wants to know why it happened and how to lower the chance of another one. The clinic may be a urology practice with a stone program, a nephrology practice that runs a prevention clinic, an outpatient center that offers shock wave lithotripsy, or a self-pay clinic that posts its prices. This guide covers what the federal patient pages say, the emergency wording each page needs, how to write about procedures without promising a stone-free or painless result, prevention programs and the claim that stones will never come back, supplements and products sold at the clinic, cash price pages, referral partners, privacy and patient stories.

Nine related topics have their own guides and are not repeated here. Urology pages in general, including procedure descriptions and FDA device wording, are covered in our guide to urology practice marketing. Kidney disease programs are covered in our guide to nephrology practice marketing, and walk-in care in our guide to urgent care marketing. Imaging services are covered in our guide to imaging center marketing, and nutrition counseling in our guide to dietitian marketing. Products sold at the front desk are covered in our guide to selling supplements in a medical practice. Price advertising is covered in our guides to advertising cash prices, good faith estimates for self-pay patients and advertising patient financing.

What NIDDK and MedlinePlus say

The National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) publishes the federal patient pages on kidney stones, and MedlinePlus from the National Library of Medicine summarizes them. The NIDDK pages carry a last reviewed date of May 2017, so a clinic should quote them as dated pages and pair them with the newer MedlinePlus article. The points that shape a clinic’s marketing:

• The NIDDK page Definition and Facts for Kidney Stones (last reviewed May 2017) says a small stone may pass on its own with little or no pain, that a larger stone may get stuck and block the flow of urine, causing severe pain or bleeding, and that a person with severe pain or bleeding should seek care right away. It says about 11 percent of men and 6 percent of women in the United States have kidney stones at least once in their lifetime, and that a person who has had a stone is more likely to have one again.
• The NIDDK page Symptoms and Causes of Kidney Stones (last reviewed May 2017) lists sharp pain in the back, side, lower abdomen or groin, pink, red or brown blood in the urine, a constant need to urinate, pain while urinating, being unable to urinate or only urinating a small amount, and cloudy or bad-smelling urine. It says to see a health care professional right away for any of them, that they may mean a stone or a more serious condition, and that nausea, vomiting, fever and chills can also occur.
• The NIDDK page Diagnosis of Kidney Stones (last reviewed May 2017) describes urine and blood tests and imaging, and notes that not all stones are visible on an abdominal x-ray.
• The NIDDK page Treatment for Kidney Stones (last reviewed May 2017) says treatment depends on the size of the stone and what it is made of, that a stone that blocks the urinary tract or causes great pain may need urgent treatment, that a urologist may leave a ureteral stent after a procedure, and that a patient may stay in the hospital for several days after percutaneous nephrolithotomy. On prevention, it says a patient needs to know what caused the previous stone, describes stone analysis and a 24-hour urine collection, and says that in a majority of cases drinking enough liquids each day is the best way to help prevent the majority of stone types.
• The NIDDK page Eating, Diet, and Nutrition for Kidney Stones (last reviewed May 2017) says the changes depend on the type of stone a person had, that calcium from food is not the cause of calcium stones, and that a dietitian who specializes in kidney stone prevention can help plan meals.
• The MedlinePlus Medical Encyclopedia article Kidney stones (review date January 12, 2026) says kidney stones can come back, and that this is more likely if the cause is not found and treated. It lists when to contact a provider, and says that when a stone has caused a blockage, being pain free does not confirm that the stone has passed. The MedlinePlus Kidney Stones page (last updated July 25, 2025) links the same federal material.

Two points shape the marketing. First, the patient searching today may need emergency care, not an appointment, so every page, message and tool must say when to go to the emergency department or call 911 before it offers a time slot. Second, the agency pages describe stones as a condition that can return, with prevention that depends on the type of stone and the person. A clinic can offer a prevention program; it cannot promise that stones will not come back.

Same-day visit pages

Access is the main question for a patient in pain. A same-day page can answer it with facts: which locations take same-day visits, the [days and hours], whether imaging is done on site or at a partner, whether a referral is needed, which insurance plans the clinic accepts, and what happens if the clinician decides the patient needs the emergency department. If same-day visits depend on open slots, say so, and say how a patient finds out.

Phrases that need rewriting:

• “Seen today, no exceptions.” Only if the clinic holds slots for every caller during the stated hours. Otherwise say same-day visits are offered when slots are open and give the number to call.
• “Skip the ER.” The NIDDK Treatment page says a stone that blocks the urinary tract or causes great pain may need urgent treatment, and that a patient who is vomiting and dehydrated may need fluids through an IV at the hospital. Say what the clinic can handle and when the emergency department is the right place.
• “Walk in, walk out stone-free.” A results promise. Describe the visit, the tests and the options instead.

Emergency wording on every page and in every tool

Put the agency symptom list on the stone pages, above the booking button and the contact form. A short version a clinic can use, close to the NIDDK and MedlinePlus words: see a health care professional right away if you have sharp pain in your back, side, lower abdomen or groin, blood in your urine, fever and chills, vomiting, cloudy or bad-smelling urine, a burning feeling when you urinate, or you cannot urinate or can only pass a small amount. If you think you are having a medical emergency, call 911 or go to the nearest emergency department. Link the NIDDK Symptoms page and the MedlinePlus article so readers can check them, and have your clinicians approve the final wording.

The same wording belongs on voicemail, after-hours messages, patient portal autoreplies, text replies, chat widgets and AI front desk tools. A message that says “the pain will not stop and I have a fever” is not a scheduling request. The tool should give the emergency wording and the 911 line at once and alert staff, not judge the symptom or offer the next open slot. Our guides to AI chatbots on practice websites and answering services and AI receptionists cover how those tools hand off urgent messages.

Phrases that need rewriting:

• “Kidney stone pain? Book online.” Put the emergency wording first and the booking link after it.
• “Stone passed? No need to follow up.” MedlinePlus says that when a stone has caused a blockage, being pain free does not confirm that the stone has passed. Say the clinician will tell each patient what follow-up they need.
• “Text us your symptoms anytime.” Say who reads messages, during which hours, that the inbox is not watched around the clock, and give the emergency wording and 911.

Procedure pages: no painless or stone-free promises

The urology guide covers how to describe shock wave lithotripsy, ureteroscopy and other procedures in the NIDDK words, and how to describe equipment by type. Three points matter on a stone clinic’s own pages. The NIDDK Treatment page says treatment depends on the size and makeup of the stone, so no single procedure is the answer for every patient. It says a urologist may leave a ureteral stent after a procedure, so a page that describes the procedure should say that a stent may be needed and what its removal involves. And it says a patient may stay in the hospital for several days after percutaneous nephrolithotomy, so a page should not imply that every stone procedure is an outpatient visit.

Under 15 U.S.C. 45, deceptive acts or practices in commerce are unlawful, and 15 U.S.C. 52 prohibits false advertisements likely to induce the purchase of drugs, devices, services or cosmetics. The FTC staff Health Products Compliance Guidance says claims about the health benefits or safety of health-related products require competent and reliable scientific evidence, and that an advertiser is responsible for the claims its ads convey, including implied ones. “One visit and you are done” is a results claim even without a number.

Phrases that need rewriting:

• “Painless stone removal.” Describe the anesthesia options and what recovery involves, and say that clinicians discuss what to expect with each patient.
• “Same-day stone-free.” A results promise. Say which procedures are done as outpatient visits, which may involve a hospital stay, and that the plan depends on the stone.
• “No stents, ever.” The NIDDK page says a stent may be left after a procedure. Say when a stent may be used and how it is removed.
• “Lithotripsy works for every stone.” Treatment depends on the size, location and makeup of the stone. Describe who the procedure may suit after evaluation.
• “Our success rate is” followed by a number. Quote no outcome figure unless it is sourced, attributed and reviewed by counsel, with the measure and the time period stated.

Prevention programs and “never get stones again”

A prevention clinic is where a stone practice can do its best writing. The NIDDK pages describe the steps in plain words: find out what the stone is made of, collect urine for 24 hours to measure the amount of urine and the mineral levels in it, drink enough liquids, change eating habits based on the type of stone, and take medicine if a clinician prescribes it. A clinic can describe each step it offers, who does it, how long the program runs, and how results are explained. If a dietitian is part of the team, say so; the NIDDK nutrition page says a dietitian who specializes in kidney stone prevention can help plan meals.

Prevention pages also correct myths. The NIDDK nutrition page says calcium from food is not the cause of calcium stones, and that in the right amounts it can block other substances that may cause them. A page that tells every stone patient to cut out dairy contradicts the agency page. Keep diet advice general on the website, link the NIDDK page, and say that the plan depends on each person’s stone type and test results. Name no medicines in ads; the NIDDK page lists medicines by stone type, and those belong in the clinician’s conversation with the patient.

Phrases that need rewriting:

• “Never get kidney stones again.” MedlinePlus says stones can come back. Say the program aims to lower the chance of another stone and that results differ from person to person.
• “The one diet that prevents all stones.” NIDDK says the changes depend on the type of stone. Describe the testing that comes first.
• “Cut out calcium to stop stones.” NIDDK says calcium from food is not the cause of calcium stones. Remove it.
• “Our prevention plan cuts your risk in half.” A results claim with a number. Remove it unless the clinic has the evidence, the source and counsel’s review.

Supplements, drinks and products sold at the clinic

Stone clinics are asked about products that claim to dissolve or flush stones, and some clinics sell drinks, tablets or urine test strips at the front desk. The FDA page Questions and Answers on Dietary Supplements (content current as of August 27, 2026) says FDA does not approve dietary supplements before they are marketed, and that a product sold as a dietary supplement and represented to treat, prevent or cure a specific disease meets the definition of a drug. A claim that a supplement dissolves or prevents kidney stones is a disease claim. The FTC Health Products Compliance Guidance applies to product claims as well as to service claims.

The NIDDK Treatment page says some studies show citrus drinks may help protect against stones because they contain citrate. That is a description of research, not a basis for selling a product as a stone treatment. Keep product names, brands and doses off the website and out of ads. Our guide to selling supplements in a medical practice covers conflicts of interest, disclosures and how to present products.

Phrases that need rewriting:

• “Dissolve stones naturally with our formula.” A disease claim for a product. Remove it.
• “Flush your kidneys with our cleanse.” Remove it; describe the liquid advice the NIDDK page gives and say a clinician sets the amount for each patient.
• “Doctor-approved stone supplement.” It implies a clinical endorsement and an approval FDA does not give. Remove it.

Cash price pages for stone care

A self-pay clinic or an outpatient center that posts prices for a visit, imaging, lithotripsy or a prevention panel follows the rules in our guide to advertising cash prices, and gives uninsured and self-pay patients the estimate described in our guide to good faith estimates. Hospital outpatient departments also follow the rules in our guide to hospital price transparency.

Stone care adds a few points of its own:

• Say what each price includes and what it does not: the visit, imaging, anesthesia, the facility, the stent and its removal, stone analysis, the 24-hour urine test and follow-up visits.
• Say where each service is done. The NIDDK Treatment page describes shock wave lithotripsy as an outpatient procedure and ureteroscopy as a hospital procedure with anesthesia, and a page should not quote a clinic price for a service that is billed by a hospital.
• A “starting at” price shows what the lowest price covers and which cases cost more, such as a second session or a larger stone.
• “Free” consultations and screenings follow 16 CFR 251.1, which says a free offer must not be recouped through a raised price or a reduced quantity or quality elsewhere.
• Financing offers follow our guide to advertising patient financing.

Referrals, lithotripsy partners and urgent care

A stone clinic draws patients from emergency departments, urgent care centers, primary care practices and imaging centers, and it may lease lithotripsy equipment or services from an outside company. Under 42 U.S.C. 1320a-7b(b), the federal anti-kickback statute, it is a crime to knowingly and willfully offer, pay, solicit or receive any remuneration to induce or reward referrals of items or services payable by a federal health care program. Where a clinic bills Medicare or Medicaid, the statute reaches each of these relationships. Rules on referral fees are also set state by state. Our guide to patient and physician referrals covers the general rules.

For a kidney stone clinic, keep these points:

• Do not give gifts, meals, free services or payments to emergency departments, urgent care staff or other referral sources in return for patients without counsel’s review.
• Equipment leases, per-procedure fees and joint ventures with lithotripsy companies go to counsel before any agreement is signed.
• Funding, meals or speaker fees from device or product makers go to counsel first. Payments to physicians may be reported publicly; our guide to Open Payments covers that.
• Patients are not paid or given gifts for choosing the clinic or for referring friends.
• Practices that see Medicaid patients follow the rules in our guide to marketing to Medicaid patients.

Privacy, pixels and ads

A visit to a kidney stone page, a same-day booking or a prevention panel sign-up says something about a person’s health. Keep bookings, intake answers, lab and imaging results and page clicks out of tracking pixels and ad platform tools unless a written agreement covers them; our guide to tracking pixels on practice websites covers the setup. The Google Ads personalized advertising policy lists health among its sensitive interest categories and restricts targeting based on it. Ads can target by place and by search terms, and should not be built from a list of patients who have had stones.

Under 45 CFR 164.501, a reminder about the practice’s own treatment for an individual, such as a 24-hour urine collection kit, a stent removal visit or a follow-up scan, can fall outside the definition of marketing, while a message that promotes a third party’s product, such as a supplement or a drink, generally needs a signed authorization under 45 CFR 164.508. A message paid for by a product maker needs counsel’s review before it goes out. Our guide to text message appointment reminders covers wording that says no diagnosis in the message text.

Patient stories

A patient who describes calling in pain and being seen the same day, or learning what their stone was made of, can help a reader who is afraid of the same visit. It is still one person’s experience. Under 16 CFR 255.2, an ad that shows one person’s result on a key attribute is likely to be read as what others will generally achieve, unless the advertiser has substantiation for that or clearly and conspicuously discloses what people can generally expect. “No pain and no stones since my procedure” is a results claim. Keep stories to the experience of care, and pair them with the agency wording that treatment depends on the stone and that stones can come back.

Get a signed authorization under 45 CFR 164.508 where the practice is a covered entity, and consent for any photo or video. Name no product or device, say if the patient received anything for taking part, and let the patient review the final version. Our guide to testimonials and before and after photos covers the full rules.

Illustration: two kidney stone clinic pages

Illustration: a page reads “Painless, same-day stone removal. Walk in, walk out stone-free. Skip the ER. Our prevention formula dissolves stones naturally, so you never get stones again. Kidney stone pain? Book online.” It promises a painless and stone-free result, steers patients away from emergency care, makes a disease claim for a product, promises that stones will not come back and puts a booking link where the emergency wording belongs.

Illustration: a second page for the same practice reads “See a health care professional right away for sharp pain in your back, side or groin, blood in your urine, fever and chills, vomiting, or if you cannot urinate. If you think you are having a medical emergency, call 911. At [Practice name], [Clinician name, license] offers same-day visits at [days and hours] when slots are open. Treatment depends on the size and type of stone. Our prevention program starts with stone analysis and a 24-hour urine test, and a dietitian helps plan meals. Call [phone].” It puts the agency wording first, describes the visit and the program, and promises nothing it cannot show.

Checklist before a kidney stone campaign goes live

• NIDDK and MedlinePlus pages named and dated, with a “last reviewed” date and reviewer on each clinical page.
• Agency symptom list and the 911 line above any booking button, and in voicemail, portal replies, text replies, chat and AI front desk tools.
• Same-day hours stated exactly, with what happens when slots are full and when the emergency department is the right place.
• No painless, stone-free, success-rate or “never again” claims; procedure pages say a stent or hospital stay may be needed.
• Prevention pages describe stone analysis, the 24-hour urine test and diet changes by stone type, and say calcium from food is not the cause of calcium stones.
• No product, supplement, device or medicine names in ads; no disease claims for products.
• Cash prices say what is included, where the service is done and who bills it; good faith estimates ready; free offers follow 16 CFR 251.1.
• No gifts or payments to referral sources; lithotripsy and maker agreements reviewed by counsel before signing.
• Bookings and results stay out of pixels and ad audiences; targeting by place and search terms only.
• Stories have signed authorizations, name no product, make no results claim and carry a statement of what people can generally expect.

How we help

We build websites, local search, Google Ads and AI front desk tools for independent practices and health businesses, including urology and nephrology practices that run stone programs. For a kidney stone clinic, that means a site that quotes NIDDK and MedlinePlus as written, puts the emergency wording above the booking button, states same-day hours and prices plainly, and explains the prevention program step by step, plus booking and contact forms that keep symptoms and results off the web and away from tracking tools. Our front desk tools hand urgent messages to the emergency wording and the 911 line, and do not triage symptoms. We do not decide who needs treatment; your clinicians do. Our tools are built with HIPAA in mind. We confirm in writing what a BAA covers before any patient information flows through a tool, and if it is not covered, we do not route patient information through it. We are not a healthcare provider and we do not give legal or medical advice. We do not sell lead lists and we do not pay for referrals. For the wider rules, see our healthcare marketing rules hub.

Sources

• NIDDK: Definition and Facts for Kidney Stones (last reviewed May 2017)
• NIDDK: Symptoms and Causes of Kidney Stones (last reviewed May 2017)
• NIDDK: Diagnosis of Kidney Stones (last reviewed May 2017)
• NIDDK: Treatment for Kidney Stones (last reviewed May 2017)
• NIDDK: Eating, Diet, and Nutrition for Kidney Stones (last reviewed May 2017)
• MedlinePlus: Kidney Stones (last updated July 25, 2025)
• MedlinePlus Medical Encyclopedia: Kidney stones (review date January 12, 2026)
• FDA: Questions and Answers on Dietary Supplements (content current as of August 27, 2026)
• 15 U.S.C. 45: Unfair methods of competition unlawful
• 15 U.S.C. 52: Dissemination of false advertisements
• FTC: Health Products Compliance Guidance (December 2022)
• 16 CFR 251.1: Guide concerning use of the word free and similar representations
• 42 U.S.C. 1320a-7b: Criminal penalties for acts involving Federal health care programs
• 45 CFR 164.501: Definitions
• 45 CFR 164.508: Uses and disclosures for which an authorization is required
• 16 CFR 255.2: Consumer endorsements
• Google Ads: Personalized advertising policy

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