400M+ in revenue generated for healthcare brands · fully online, working globally
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Practical guides for fifteen healthcare industries in the UK, Australia and the USA. Each one shows how patients find care, which ad rules to plan around, and which platforms I would use.
Industries I work with
Choose your industry
Pick the guide closest to your practice. Each one is written for the UK, Australia and the USA.
Method
Same structure every time, so you can compare industries and see what applies to you.
How patients search, compare and book in this industry.
What changes between the UK, Australia and the USA.
Paid ads on the platforms that fit, plus email.
What gets set up, launched and improved first.
Real work
These are real brands I have worked with. The gynaecology and women’s health, fertility and ivf, paediatrics and children’s health, dental, dermatology and skin clinics, aesthetic clinics, weight-loss clinics, eye care, cardiology and heart health, orthopaedics and allied health guides do not have client examples yet. I will add them with permission, once the work is done.
Australian telehealth psychiatry and psychology brand.
What I did: Email campaigns and growth marketing.
Guides: Psychiatry · Psychology
Australian telepsychiatry and psychology brand.
What I did: Brand refresh.
Guides: Psychiatry · Psychology
Premium medical and mental health clinic in Adelaide.
What I did: Meta Ads campaigns and reporting.
Guides: Psychiatry · Psychology
Doctor-led registered NDIS provider and supported housing in Adelaide.
What I did: Lead generation and marketing.
Guides: NDIS and disability support
Platforms
Each platform reaches patients in a different way, and each has its own health ad rules. Every guide below says which ones fit that industry.
| Platform | Best for | Rules to watch |
|---|---|---|
| Google Ads | People searching for care right now. | Telemedicine advertisers can need LegitScript certification. Personalised ads about health conditions are limited. |
| Facebook and Instagram | Local reach and people who are not searching yet. | Ads must not imply you know a person’s health condition. Weight-loss ads must target adults 18+. |
| TikTok | Short, educational video for new audiences. | Health ad rules differ by country and by service. Check TikTok’s current policy before you plan. |
| Snapchat | Younger adults on mobile. | Only regulator-approved services. Weight-loss and non-surgical cosmetic ads must target 18+. Prescription medicine ads are not allowed in the UK or Australia. |
| Referrers, staff and decision makers. | No targeting by health data. Telehealth and pharmacy ads are US only, with LinkedIn’s approval. | |
| Honest, question-led ads. | Providers may need a Reddit sales rep. Medical and mental health communities cannot be targeted. Rules here come from third-party guides, so confirm them with Reddit. |
Checked on 23 October 2026. Platform rules change often, so confirm the current policy before you spend.
At a glance
A quick view of what usually changes between markets. Each industry guide goes deeper.
| Topic | United Kingdom | Australia | United States |
|---|---|---|---|
| Who sets advertising rules | The ASA (CAP Code), plus your professional regulator such as the GMC, GDC, GOC or HCPC | AHPRA and the National Boards (National Law, section 133), plus the TGA for medicines and devices | The FTC and your state licensing board |
| Testimonials and reviews | Allowed if genuine and not misleading, but they must not make medical claims | Not allowed in advertising a regulated health service where they relate to clinical care, including on your own website and social pages | Often allowed if genuine and not misleading (FTC rules), but state boards can add limits and patient privacy rules apply |
| Health data and privacy | UK GDPR treats health data as special category data | The Privacy Act 1988 treats health information as sensitive information | HIPAA for covered entities, plus state privacy laws |
| Email and text marketing | Consent is needed (PECR and UK GDPR) | Spam Act 2003: consent, sender details and an unsubscribe option | CAN-SPAM for email and the TCPA for texts |
| Registration for online care | CQC registration may be needed in England, so check first | AHPRA registration, plus Medicare rules if you bill Medicare | A licence in each state where the patient is. Compacts such as PSYPACT and IMLC can help |
| Google Ads for telemedicine | Telemedicine advertisers need LegitScript certification (check the current policy and apply early) | Telemedicine advertisers need LegitScript certification (check the current policy and apply early) | Telemedicine advertisers need LegitScript certification (check the current policy and apply early) |
| How patients are usually referred | NHS or private GP referral, self-pay, or private medical insurance | GP referral for Medicare rebates on specialist care. Many allied health and telehealth services take direct bookings | Insurance networks, primary care referral, or cash pay |
General information, not legal advice. Rules change, and these points were checked on 23 October 2026. Always confirm with your regulator, professional body or lawyer before you advertise.
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Five real searches for ADHD and autism assessments, with the positions of three client ads and plain notes on why they earn the tap.
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