Industry
Healthcare and pharma
Care providers and medicines, where strict rules govern what may be said.
Health marketing speaks to patients, carers and professionals, often under different rules for each. What may be said about a medicine or a treatment is closely governed, and in many countries prescription medicines may not be advertised to the public at all; the primers describe the kinds of rules involved. Trust, accuracy and privacy come before reach, and helping people understand often does more than promotion.
What matters when choosing
- Separate paths, content and approvals for professionals and for the public.
- Medical, legal and regulatory review built into the workflow, with a record of every approved version.
- Strict privacy for anything touching health data, including website tracking and messages.
- A way to pick up and report side effects or complaints that appear in comments and messages.
- Partners who understand that a creator's post or a sponsored event can also count as promotion.
Questions to ask vendors and agencies
- Who reviews medical claims, and how is each approved version recorded?
- How do you keep health-related data out of advertising and tracking where it does not belong?
- What happens when a comment or a message mentions a side effect or a complaint?
Common mistakes
- Copying consumer tactics, such as open comments or creator posts, with no plan for moderation and reporting.
- Writing for the reviewer instead of the reader, so materials are approved but no one understands them.
Typical disciplines Public relations Content marketing Events and experiential Search (SEO and paid search) Email marketing
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