Hedy & Hopp CEO & Founder Jenny Bristow and Director of Digital Activation Lindsey Brown talk about recent changes to paid media restrictions in healthcare marketing (for example, Google now allows limited non-promotional prescription term use) and how healthcare marketers can stay effective as restrictions evolve.Three big hurdles that healthcare marketers need to understand and navigate include Google Ads, Meta Ads, and privacy and HIPAA.
Marketers can work around these hurdles by balancing compliance, creativity, and results. Focus paid media messaging around education—not medical claims. Lean in to intent-based keywords and compliant storytelling.
In the future, healthcare marketers can anticipate privacy-first platforms with AI-driven targeting, access to less data and a focus on effective creative, and using compliance as a key advantage.
As a healthcare marketer, you don’t need to fear restrictions—once you understand the guardrails, you can creatively work within them.
Connect with Jenny:
Email: jenny@hedyandhopp.com
LinkedIn: https://www.linkedin.com/in/jennybristow/
Connect with Lindsey:
Email: lindsey.brown@hedyandhopp.com
LinkedIn: https://www.linkedin.com/in/lindseycbrown/
Further your understanding of what compliance means for healthcare marketing and get certified for it here: https://wearehipaasmart.com/.
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