Growth marketing within healthcare advertising restrictions
Healthcare advertising faces some of the tightest platform restrictions on personalisation and medical claims. We plan around those limits rather than discovering them mid-campaign.
Ad platforms restrict health-related targeting and personalisation specifically to protect patient privacy, which means audience strategies that work in other sectors simply aren't available here. Contextual and intent-based targeting has to do more of the work.
Claims about outcomes, treatments, or efficacy are reviewed against platform health-content policy and general advertising standards before launch, not adjusted reactively after a rejection.
Search and content strategy tends to carry more weight in healthcare marketing than paid social, given the targeting restrictions — so we typically weight budget accordingly rather than forcing spend into channels that fight the platform's own rules.
What we plan around
- Planning within platform restrictions on health-related targeting and claims
- Contextual and intent-based targeting in place of restricted audience data
- Search and content-led acquisition weighted appropriately against social
- Claims review against advertising standards before any asset launches
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