Epilepsy center marketing: NAEC level wording, surgery and device claims, seizure first aid and the 911 line

An epilepsy center is found by a parent whose child had a second seizure, by an adult who has tried two medicines and still has seizures, by a partner who timed a seizure for the first time last night, and by a referring neurologist looking for a monitoring unit or a surgical team. The service may be a hospital program, a university center or an independent neurology practice that runs an epilepsy clinic. What can the page say about the center’s level? Can it promise freedom from seizures after surgery? Where does the first aid and 911 line go? This guide covers what the agencies and the accrediting association say and how to turn it into pages, ads and referral materials that stay within the rules.

Four related topics have their own guides and are not repeated here. Emergency lines across a neurology site, device wording in the FDA’s own terms and what the front desk may share with families are covered in our guide to neurology practice marketing. Claims about CBD products for seizures are covered in our guide to medical cannabis and CBD clinic marketing. Board certification and specialist titles on clinician pages are covered in our guide to physician bio pages. Ads for research studies are covered in our guide to clinical trial recruitment ads.

What NINDS, MedlinePlus, CDC and NAEC say

An epilepsy center page starts with what epilepsy is, what a center adds to care and what a person should do during a seizure. The sources describe it this way:

• The NINDS page Epilepsy and Seizures (last reviewed March 13, 2026) says epilepsy is generally diagnosed after a person has had two or more unprovoked seizures separated by at least 24 hours, that about half of people living with epilepsy do not know the cause, and that once epilepsy is diagnosed it is important to begin treatment as soon as possible.
• The same NINDS page says surgery is generally considered only after a person has unsuccessfully tried at least two medications, or when doctors have found a brain lesion believed to cause the seizures, and that anyone thinking about epilepsy surgery should be assessed at an epilepsy center experienced in surgical techniques.
• The MedlinePlus page Epilepsy (last updated January 9, 2026) says there is no cure for epilepsy, that medicines can control seizures for the majority of people, and that surgery or implanted devices may help when medicines are not working well.
• The CDC page First Aid for Seizures (May 15, 2024) lists steps to keep a person safe during a seizure and the situations that call for 911, starting with a seizure that lasts longer than 5 minutes.
• The NAEC page What are Epilepsy Centers and How can they Help? (checked October 30, 2026) says NAEC defines four levels of epilepsy care, accredits centers that provide level 3 and level 4 care, and that the goal of a center is to control or at least reduce the frequency of seizures and side effects.

Two points shape the marketing. First, the agencies describe control and reduction of seizures, with no cure, so the honest promise is an expert evaluation and a plan, not an end to epilepsy. Second, a reader on the page may be watching a seizure happen, so the first aid and 911 line matters more than the booking button.

Center level and accreditation wording

NAEC’s own words set the limits for center level claims. Its page on epilepsy centers says level 1 care takes place at an emergency room or a primary care office, level 2 care is a consultation with a general neurologist, and levels 3 and 4 take place at specialized epilepsy centers. It says level 3 centers provide the basic range of neurodiagnostic evaluations and medical, neuropsychological and psychosocial services needed to diagnose and treat refractory epilepsy, and that level 4 centers provide more complex forms of intensive evaluation and monitoring and more extensive treatment. It adds that some level 3 centers offer certain surgical procedures, though NAEC does not assess centers on those services.

The same page says centers listed in NAEC’s directory have completed the accreditation process for the current year or are listed as Applicants, and that accredited centers meet more than 40 criteria. The NAEC Accreditation page (checked October 30, 2026) says the accreditation cycle runs each year from November through March 1. So an accreditation line on a center page has a date attached to it in practice: check the directory listing each year, say the level exactly as NAEC lists it, and do not call an Applicant listing accredited. A level 3 center that offers surgery can describe the surgery it offers, but it should not suggest NAEC reviewed that service.

Level numbers also do not rank one center as better than another for a given patient. NAEC describes what each level provides. Say what the center offers, such as video EEG monitoring, a neuropsychology team or a surgical program, and let the level stand next to it in NAEC’s words.

Phrases that need rewriting:

• “The top level 4 epilepsy center in the region”. Say “accredited by NAEC as a level 4 epilepsy center” for the current listing year, and describe the services.
• “NAEC-accredited epilepsy surgery” at a level 3 center. NAEC says it does not assess level 3 centers on surgical procedures. Describe the surgery program on its own terms.
• “Accredited center” while the directory shows Applicant. Wait for the listing to change, or say the center is applying.

Surgery, device and diet claims

NINDS gives the balance that surgery pages need. It says that while surgery can significantly reduce or even halt seizures for a portion of people, any surgery involves risk, and that epilepsy surgery does not succeed in reducing seizures for every person and can result in cognitive or personality changes as well as physical disability, even in people who are excellent candidates. It says that even when surgery completely ends a person’s seizures, it is important to continue antiseizure medication for some time, as prescribed. It also says surgeons avoid operating in areas of the brain needed for speech, movement, sensation, memory and thinking.

For devices, NINDS describes vagus nerve stimulation, responsive stimulation and deep brain stimulation as devices that deliver electrical stimulation to reduce seizure frequency. That is reduction, not prevention. Use the device’s FDA-cleared or approved indication in the agency’s own words, as the neurology guide linked above explains, and name no device brands in ads. For diet, NINDS says a ketogenic diet is used to treat medication-resistant epilepsies, that it reduces seizures for a portion of people, especially children with certain forms of epilepsy, and that people on it should be monitored for nutrition. MedlinePlus says special diets can help a portion of children. A diet program page describes a supervised medical treatment, not a lifestyle plan, and our guide to dietitian marketing covers nutrition services.

Phrases that need rewriting:

• “Become seizure-free with surgery”. Use NINDS wording: surgery can significantly reduce or even halt seizures for a portion of people, and it carries risk.
• “Cure your epilepsy”. MedlinePlus says there is no cure for epilepsy. Describe evaluation, treatment options and the goal of control that NAEC names.
• “Stop your medicines after surgery”. NINDS says to continue antiseizure medication for some time after surgery, as prescribed. Leave medication decisions to the clinician.
• “Our implant stops seizures before they start”. NINDS describes devices that reduce seizure frequency. Use the device’s indication in the FDA’s words.

Seizure first aid and the 911 line

CDC’s First Aid for Seizures page gives the steps: stay with the person, keep others calm, move anything nearby that could cause injury, turn a person lying down gently onto one side with the mouth pointing to the ground, and time the seizure. It lists what not to do: do not hold the person down, do not put anything in their mouth, do not give mouth-to-mouth breaths during the seizure, and do not offer food or water until they are fully alert.

CDC says to call 911 if the seizure lasts longer than 5 minutes, if another seizure follows soon after the first, if the person has trouble breathing or waking up, is injured, or has the seizure in water. It also says to call 911 if the person has never had a seizure before, has diabetes and loses consciousness, or is pregnant. NINDS describes status epilepticus, a seizure over five minutes or seizures without full recovery between them, as potentially life threatening.

Put a short first aid block on the epilepsy page and on the contact page, above the booking form, with a link to the CDC page. Use CDC’s 911 list word for word or close to it, and do not rewrite it into a shorter promise. A center that runs a nurse line can give its number and hours, and say that the line does not replace 911. Patient education pages for families, schools and caregivers can link the same CDC page instead of writing a new version.

When to ask for a referral

NAEC gives a clear answer to who should seek care at a center. Its page says that if seizures have not been brought under control after three months of care by a primary care provider, care by a neurologist, or an epilepsy center where one is available, is appropriate, and that a person seeing a general neurologist whose seizures are not under control after 12 months should request a referral to a specialized epilepsy center with an epileptologist. Its FAQ Who should seek care at an epilepsy center? (May 27, 2024) adds people who continue to have seizures despite two medications, who have unacceptable side effects, or who are pregnant or want to become pregnant.

That list makes a strong page section for patients and for referring offices. Quote it with NAEC named, then say what the center’s first visit includes and how records come in. It answers the question readers bring without a claim the center has to prove. Children’s programs follow the guidance in our guide to pediatric practice marketing on writing for parents.

Driving, school and work

Readers with epilepsy ask about driving, school and jobs. NINDS says a state may not issue a driver’s license to a person with epilepsy, and that the person may be able to get an exception by showing a period without seizures or that their seizures happen only during sleep. Driver licensing is set state by state, so a center page should point readers to their state licensing office and their clinician, not state a waiting period. A blog post that lists a seizure-free period for driving can be wrong for the reader’s state and can change without notice.

The same goes for school plans and work accommodations. A center can say its team helps patients and families with forms and letters, and can link agency pages, without promising what a school or employer will do.

Advertising rules and claims

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. A headline that implies freedom from seizures, no side effects or no more medicine is a claim, even when no number appears. Outcome rates belong on a page only when counsel has reviewed them and the page quotes and attributes the source exactly. Describe benefits in agency words, and leave medicine choices and doses to the clinician.

Referrals and outreach partners

Epilepsy centers fill through emergency departments, primary care, general neurologists, pediatricians and schools. 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. Rules on referral fees and fee splitting are also set state by state. Our guide to patient and physician referrals covers the general rules.

For an epilepsy center, keep these points:

• Do not pay, give gifts to or share revenue with a referring office, a monitoring company or a device representative in return for patients without counsel’s review.
• Referral materials quote NAEC’s guidance on when to refer, and say how to send records, EEG reports and imaging, how results come back and who to call.
• Lunch talks and education for referring offices stay educational and are reviewed by counsel when anything of value is offered.
• Practices that see Medicaid patients follow the rules in our guide to marketing to Medicaid patients.

Privacy, pixels and ads

A visit to an epilepsy page, a seizure diary upload or a monitoring unit booking says something about the person’s health and, for a driver, possibly about their license. Keep bookings, intake answers 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 they should not be built from the center’s patient list or a support group roster.

Under 45 CFR 164.501, a reminder about the center’s own treatment for an individual, such as a follow-up EEG that is due, can fall outside the definition of marketing, while a message that promotes a third party’s product generally needs a signed authorization under 45 CFR 164.508. Keep message text neutral and ask at booking how the patient or parent wants to be contacted.

Patient stories

A teen who talks about returning to school after surgery can reach readers that no ad can, and it is 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 practice has substantiation for that or clearly and conspicuously discloses what people can generally expect. A story that says “I haven’t had a seizure since” is a results claim. Get the patient’s signed authorization under 45 CFR 164.508 where the practice is a covered entity, get a parent’s authorization for a minor as counsel directs, and leave out details about driving, work or school the person has not chosen to share. Our guide to testimonials and before and after photos covers the full rules.

Illustration: two epilepsy center pages

Illustration: a page reads “The region’s top level 4 epilepsy center. Our surgery makes patients seizure-free and off medication. Cure your epilepsy for good. Book online today.” It ranks the center by level, promises freedom from seizures and an end to medicine, uses the word cure that MedlinePlus rules out, and gives no first aid or 911 line.

Illustration: a second page for the same center reads “If someone is having a seizure that lasts longer than 5 minutes, has trouble breathing or waking up, is injured, is in water, is pregnant or has never had a seizure before, call 911. See CDC’s seizure first aid steps. [Practice name] is accredited by NAEC as a level 4 epilepsy center for [year]. NAEC suggests asking about a center if seizures continue after two medicines or after 12 months with a general neurologist. Your first visit is with [Clinician name, license], who reviews your history, EEG and imaging and talks with you about options, including medicines, monitoring, diet therapy, devices and surgery. Call [phone] to book.” It puts the 911 line first, uses NAEC wording with a date, quotes NAEC’s referral guidance and describes options without promising a result.

Checklist before the epilepsy page goes live

• A first aid block with CDC’s 911 list sits above the booking form on the epilepsy and contact pages.
• The center level matches NAEC’s current directory listing, with the year, and an Applicant listing is not called accredited.
• A level 3 center does not suggest NAEC reviewed its surgical services.
• No cure, seizure-free or off-medication promises; surgery and device text uses NINDS and FDA wording with the risks named.
• No outcome rates without counsel’s review and an exact, attributed quote.
• Driving and school sections point to the reader’s state office and clinician, with no waiting periods stated.
• No device or drug brands in ads, and no doses on the page.
• No payment or gifts tied to referrals without counsel’s review.
• Bookings, diaries and page clicks stay out of pixels and ad audiences; message text is neutral.
• Patient stories have a signed authorization, a parent’s where needed, and a disclosure 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 neurology and epilepsy programs. For an epilepsy center, that means a site that puts CDC’s first aid and 911 line where a frightened reader sees it first, states the center level in NAEC’s words, describes surgery and devices with their risks and gives referring offices a clear path, plus booking forms that keep seizure history and diagnoses off the web and away from tracking tools. We do not decide how care is delivered; 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

• NINDS: Epilepsy and Seizures (last reviewed March 13, 2026)
• MedlinePlus: Epilepsy (last updated January 9, 2026)
• CDC: First Aid for Seizures (May 15, 2024)
• NAEC: What are Epilepsy Centers and How can they Help? (checked October 30, 2026)
• NAEC: Who should seek care at an epilepsy center? (May 27, 2024)
• NAEC: Accreditation (checked October 30, 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)
• 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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