Healthcare is one of the most regulated advertising sectors: strictly framed health claims, advertising visa for OTC medicines, systematic ARPP clearance and restricted targeting on digital platforms (Meta and Google heavily limit health criteria). Add a dual market: consumers on one side, healthcare professionals on the other — two completely different media logics.
On the consumer side, mass media remain unbeatable for hygiene and wellness brands: TV, radio and out-of-home, with a first-party data strategy to prepare for the cookieless era — exactly the setup we run for Essity. On the professional side, we build targeted B2B programs: specialized Search, professional press, events and B2B social, as for Medical Professionals' radiologist training.
Free audit of your media mix, regulatory constraints included.
