Sorry, but in this case I think 'lifetime' is very much appropriate. It's not like they're being sent to the electric chair. They were systematically ripping people off on what matters most to a person: their health. There is a good chance people died as a result of this. And since hardly any of these crooks ever goes to jail (but instead they get to do it again somewhere else) having their name out in the open for ever is very much appropriate.