# Wellness Advertising Strategies Under Health Restrictions

> Tower33 helps wellness brands grow ROAS when health targeting is restricted. Compliant strategies that drive measurable, bottom-funnel revenue.

**Published:** 2026-10-22 | **Updated:** 2026-10-31 | **Author:** victorsoares
**URL:** https://tower33.com/articles/wellness-advertising-strategies-health-targeting/
**Type:** post

**Categories:** Advertising by industry

![Wellness Advertising Strategies Under Health Restrictions](https://tower33.com/articles/wp-content/uploads/sites/107/2026/10/1792579947934-cc4d5cc53ab0-1024x572.webp)

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## Content

*Written by: Anthony Miller, Founder, Tower 33*

## Key Takeaways For Wellness Marketing Teams

- Platform health-data restrictions and FTC substantiation rules now shape wellness advertising strategy, so campaign architecture has to start with compliant signals and measurement.
- Platform-reported ROAS rarely matches actual margin for restricted wellness accounts, so teams need MER, brand and non-brand separation, and server-side tracking.
- Educational content and evidence-based claims now drive trust and conversion, and every objective claim needs a substantiation file before it runs.
- Short-form video and creator content work best when framed as personal experience instead of medical proof, which keeps ads out of disease-claim territory.
- Tower33 helps wellness brands rebuild measurement and campaign structure around these constraints so reported performance matches real business outcomes.

[Join Tower33’s Strategy Newsletter](https://tower33.com/join-strategy-newsletter/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)

## Why Wellness Advertising Plays By Different Rules Than Generic DTC

Health and wellness advertising runs inside constraints that generic direct-to-consumer campaigns never touch. Three constraints drive almost every decision: platform policy on health data, claim substantiation requirements, and the trust deficit wellness brands carry into each impression.

The governing document on substantiation is the [FTC’s Health Products Compliance Guidance, issued in December 2022](https://ftc.gov/business-guidance/resources/health-products-compliance-guidance). It states that advertisers must have adequate substantiation for all objective product claims before an ad runs. For health benefit or safety claims about foods, dietary supplements, drugs, and other health-related products, the FTC generally expects competent and reliable scientific evidence. That means tests, analyses, research, or studies that experts in the field consider objective, accurate, and reliable.

The evidence has to match the specific product, ingredient, dosage, intended population, and outcome in the claim. Evidence for a single ingredient does not automatically substantiate a claim for a finished multi-ingredient product. The match has to be specific, or the claim sits on weak ground.

The FTC guidance is also clear on what fails the standard. Anecdotal consumer stories never substantiate a claim about a health product, because even genuine experiences can come from placebo effects or unrelated factors. A healthcare practitioner’s observation about a patient’s response is anecdotal as well. Competitors often skip this section in their strategy guides, yet it is the section that determines whether a wellness brand’s creative holds up legally.

The practical takeaway is straightforward. Every claim in every ad, landing page, and creator post needs to map to a substantiation file before it runs. Treat that as a campaign architecture decision, not a last-minute legal review.

## Advertising Wellness Products Under Health Targeting Restrictions

The first constraint that reshapes campaign architecture is platform policy. [Meta’s health and wellness conversion restrictions, effective January 2025](https://outerboxdesign.com/articles/digital-marketing/how-health-and-wellness-brands-can-keep-their-ads-compliant-on-meta-and-other-social-media-platforms), treat health and wellness advertisers as a sensitive category. Meta blocks bottom-funnel events such as Purchase, Add to Cart, and Book Appointment. These events sit too close to protected health information when paired with Meta’s user data.

Meta applies these rules in tiers. [Under Tier 2, advertisers lose Purchase, Add to Cart, and other mid- and lower-funnel standard events, while PageView, ViewContent, and Landing Page View remain available](https://docs.pixelflow.so/troubleshooting/what-are-metas-health-and-wellness-restrictions-and-how-do-they-affect-tracking-ce3t3). Meta also scans and disables custom or lookalike audiences that reference sensitive health traits in their name, rules, or metadata, [with enforcement expanding in mid-2025 to cover previously approved audiences](https://outerboxdesign.com/articles/digital-marketing/how-health-and-wellness-brands-can-keep-their-ads-compliant-on-meta-and-other-social-media-platforms).

Google’s restrictions work differently but hit just as hard. [Google’s Personalized Advertising policy prohibits using ad personalization for chronic health conditions, disabilities, physical or mental health conditions, and health problems tied to intimate body parts or functions](https://outerboxdesign.com/articles/digital-marketing/health-and-wellness-advertising-restrictions-on-google-ads-keeping-your-campaigns-compliant). For restricted health categories, consumer advertisers lose Customer Match, first-party data segments, audience expansion, and lookalike segments. [Google’s automated review checks whether a health claim exists, not whether it is true](https://graphed.com/blog/google-ads-for-health-and-wellness). It automatically rejects copy that names diseases, implies diagnostic capability, or makes treatment claims.

The operational response focuses on structure instead of clever settings. The differences in performance come from understanding the audience and using each network against clear goals. Campaigns need to be rebuilt around what the platforms actually allow.

For health and wellness marketing under these rules, upper-funnel capture becomes the primary prospecting engine. That means contextual and keyword-based search intent on Google, plus interest and behavioral signals on Meta that do not infer a health condition. It also means programmatic inventory through platforms like StackAdapt, which reaches connected TV, digital audio, display, and native placements outside the walled gardens.

The call to action shifts as well. Instead of “buy now,” offers move toward something a research-stage prospect can accept. Educational resources, product guides, and quizzes that clarify a need-state work well without implying a diagnosis. That softer call to action hands the prospect to a nurture system through email, SMS, and retargeting instead of forcing a purchase decision too early.

Once that nurture system has warmed a prospect, segmented retargeting does the closing work. It reaches people who already engaged with the brand through compliant upper-funnel signals. Because closing now happens across several channels, the measurement framework has to shift with it. Teams move away from optimizing only to bottom-funnel ROAS and toward marketing efficiency ratio, or MER, alongside brand and non-brand separation. [For restricted health and wellness accounts, blended ROAS is the most reliable performance signal, because platform-reported ROAS becomes structurally misleading when lower-funnel events disappear](https://elmtmarketing.com/blog/meta-ads).

[Get The Campaign Architecture Breakdown In The Newsletter](https://tower33.com/join-strategy-newsletter/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)

## Educational Content And Evidence-Based Claims As The Trust Engine

Wellness buyers now research more deeply before they purchase. [PwC’s Voice of the Consumer 2026 survey of 21,808 respondents across 27 countries found that roughly one-third of US, UK, and German consumers use AI when they first have a health or wellness question](https://pwc.com/gx/en/1/issues/c-suite-insights/voice-consumer-survey.html). The same survey shows that value for money, ease of use, and clear information on what a product is and how it works rank as top purchase attributes.

Consumers respond to brands that explain the mechanism clearly enough to trust. They do not reward the brand that shouts the biggest claim. Educational content that stays inside the substantiation file becomes a performance driver, not a side project.

A wellness brand that publishes clear, substantiated education builds the trust that converts a research-stage visitor into a buyer. That content explains what an ingredient does, what the evidence shows, and what the product does not claim to do. A brand that overclaims and gets flagged by a platform, or by the FTC, loses the account, the creative, and the audience it paid to build.

In practice, teams maintain a claim-substantiation file that ties each claim to its evidence. They define approved claim language that everyone uses, including creators. They review landing pages and creator content as advertising, not as separate editorial. [The FTC guidance states that all parties who participate directly in marketing or have authority to control it can be liable under FTC law](https://ftc.gov/business-guidance/resources/health-products-compliance-guidance). A creator who ad-libs “this fixed my gut” puts the advertiser’s account at risk, not their own.

## Short-Form Video And Creator Content Without Medical-Proof Claims

That creator risk is worth managing carefully, because creator-led short-form video is also one of the highest-performing formats in wellness. Short-form video and creator content often outperform static formats, and they are also the easiest to misuse.

The mechanism is simple. A person carries the persuasion while the product stays claims-light. That structure is more compliant and often more credible than a brand voice making direct efficacy claims. [Creator “what I actually use” routines, clinician or founder explainers, mechanism content, and unboxing walkthroughs tend to pass review and perform well](https://adboost.health/blog/tiktok-ads-health-brands).

The key caveat is that creator stories and testimonials cannot function as medical proof. A creator saying “I sleep better since I started taking this” shares an experience. A creator saying “this cured my insomnia” makes a disease claim that triggers the FTC substantiation standard and Meta’s automated review. That distinction determines whether the ad runs and how much legal exposure the brand carries.

[Meta’s July 2026 health and wellness policy update](https://oney.studio/post/meta-july-2026-health-wellness-ad-policy-update), based on Transparency Centre changes, shifted enforcement from format-led rules to claim-led rules. What the ad says now matters more than the format. Under the updated policy, supplements and collagen products can show people using the product and the effect they felt, and can indicate how long noticeable results took, with 18+ targeting, as long as the ad avoids prohibited claims. [Before-and-after imagery for cosmetic treatments is now allowed with 18+ targeting when prohibited claims are absent](https://oney.studio/post/meta-july-2026-health-wellness-ad-policy-update). Tracking restrictions remain in place as a separate system.

Teams keep creator content compliant by briefing exact claim language and banned phrases. That briefing protects the ad account and keeps high-performing formats live.

## Measurement For Wellness Campaigns: Moving From ROAS To MER

The measurement problem in wellness advertising shows up as reporting that looks healthy while the business loses money. Tower33 inherited an account where the previous agency calculated a strong ROAS by dividing total Shopify revenue by total ad spend. After a rebuild, the numbers showed the brand was losing about $200 on every order. The report looked fine. The business did not.

Platform-reported ROAS functions as a hypothesis about performance. [Each platform’s ROAS depends on its own pixel and attribution window, so when a customer touches multiple channels, platforms collectively claim 30 to 40 percent more revenue than the store actually records](https://superscale.ai/learn/mer-vs-roas). For wellness brands under Meta’s health and wellness restrictions, the problem gets worse. When lower-funnel conversion events disappear, the optimization signal degrades and reported ROAS drifts further from business reality.

MER, or marketing efficiency ratio, ties directly to the profit and loss statement. It is calculated as total revenue divided by total marketing spend across all channels. [Privacy and tracking changes can move platform ROAS sharply without any real change in company-level performance, while MER stays comparatively stable because it does not rely on pixel-level tracking](https://blog.cassandra.app/blog/mer-vs-roas). For wellness marketing in 2026, MER provides the top-line efficiency view. Platform ROAS becomes a directional optimization input instead of the final word.

The practical measurement rebuild starts with separating brand and non-brand keyword buckets, so brand-term conversions stop inflating non-brand ROAS. Next, teams correct conversion and bidding signals so campaigns optimize toward the outcome that actually matters. Then they implement server-side tracking to reduce attribution loss from iOS opt-outs and browser restrictions, and they maintain UTM discipline so traffic sources stay clean in analytics. Finally, they connect CRM revenue back to ad platform spend so the full customer journey becomes visible. [Server-side Conversions API deployment lifts Meta event match quality by 18–32 percent on average](https://vovv.ai/statistics/dtc-marketing-cac-statistics), which meaningfully improves signal quality under restricted conditions.

Vanity metrics create special risk for wellness brands. Impressions and click-through rate without a revenue or cost line can look strong while MER slides. A rising impression count paired with a falling MER signals a broken funnel between awareness and purchase, not a success story.

[See How Tower33 Rebuilds Measurement In The Newsletter](https://tower33.com/join-strategy-newsletter/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)

## Segment Messaging By Need-State While Staying Compliant

Wellness consumers usually describe goals, not diagnoses. They want to sleep better, feel less stressed, recover faster, move without pain, or live longer. [A 2026 Welltory analysis of 12,387 users found the top desired outcomes were “sleep better and recover more” (41 percent), “restore my energy” (29 percent), and “manage stress” (27 percent), all ranking above “lose weight” (21 percent)](https://welltory.com/blog/wellness-trends-2026). [PwC’s Voice of the Consumer 2026 survey points in the same direction from a larger sample, with 44 percent citing improving sleep as a top health goal and 40 percent citing reducing stress or improving mental health](https://pwc.com/gx/en/1/issues/c-suite-insights/voice-consumer-health.html). Two different samples point to the same conclusion. Sleep and stress need-states deserve dedicated segments.

Segmenting by need-state such as sleep, stress, recovery, mobility, energy, and longevity is both effective and compliant when teams avoid implying a sensitive health condition or making unsupported assumptions. Messaging to someone interested in sleep quality differs from messaging to someone with insomnia. The first describes a need-state. The second names a medical condition that triggers platform restrictions and FTC substantiation requirements. [Targeting symptom and service keywords instead of condition names reaches the same audiences without policy risk](https://graphed.com/blog/google-ads-for-health-and-wellness). “Better sleep” instead of “insomnia treatment,” and “joint mobility” instead of “arthritis relief,” are practical examples.

Creative and landing pages for each need-state segment should speak to the outcome the consumer wants and explain the mechanism by which the product supports that outcome. They should also stop short of claiming to diagnose, treat, or cure anything. That restraint is exactly what builds trust with a consumer who has already been burned by overclaiming brands.

## Why Tower33 Fits Wellness Advertising Constraints

Everything above, from substantiation files to upper-funnel architecture and MER rebuilds, takes more time and focus than most in-house teams can spare while also running day-to-day campaigns. Tower33 fills that gap. The agency is small by design, so senior attention stays on the work.

Anthony Miller, Founder and Lead Strategist, has personally managed hundreds of millions in advertising across hundreds of brands since 2008. That is more than 15 years of pattern recognition applied directly to every account instead of filtered through layers of junior staff. The health and wellness vertical sits among Tower33’s top concentrations, covering supportive and senior living, medical devices, fitness centers, and wellness providers.

## Frequently Asked Questions

### What Wellness Advertising Strategies Work When Platforms Restrict Health Targeting?

When platforms restrict health-related targeting and bottom-of-funnel optimization, teams shift campaign architecture toward what the platforms allow. The short version: optimize for upper-funnel events on Meta, target symptom and service keywords on Google, and add programmatic reach through StackAdapt. The longer breakdown, including nurture and retargeting structure, appears in the platform-restrictions section above.

### What Is The 5-3-1 Rule In Wellness Content?

The “5-3-1 rule” appears in several content frameworks as a posting or content-mix guideline. It usually means sharing five pieces of educational content, three pieces of curated or community content, and one promotional piece. No single authoritative definition exists for wellness advertising, and ratios vary by source.

The underlying principle matters more than the exact numbers. Educational and trust-building content should significantly outnumber direct promotional content. [PwC’s 2026 Voice of the Consumer survey found that clear information on what a product is and how it works ranks among the top five purchase attributes for health and wellness buyers](https://pwc.com/gx/en/1/issues/c-suite-insights/voice-consumer-survey.html). Content that explains mechanism and builds trust tends to outperform content that leads with a hard promotional claim.

### What Are The Biggest Wellness Advertising Trends For 2026?

Several trends shape wellness advertising in 2026. Teams are moving from condition-based to need-state-based messaging around sleep, stress, recovery, energy, and longevity. Platform restrictions and consumer language both push in that direction.

AI-assisted health research is rising as well. [PwC’s 2026 Voice of the Consumer survey reports that roughly one-third of US consumers use AI when they first have a health or wellness question](https://pwc.com/gx/en/1/issues/c-suite-insights/voice-consumer-survey.html). Product pages and educational content now need structure that helps AI systems represent what a product does and does not claim.

Measurement is shifting from platform ROAS to MER and blended metrics because of tracking restrictions, iOS privacy changes, and unreliable bottom-funnel signals in restricted categories. Connected TV is growing as a compliant reach channel for wellness brands that cannot use health-condition audiences on social platforms. Creator content structured around experience instead of efficacy claims rounds out the trend set, because it stays compliant while matching how consumers prefer to learn.

### What Are Examples Of Wellness Advertising Strategies That Work?

Effective wellness strategies share one pattern. They build around the constraints instead of fighting them. A supplement brand that cannot optimize for Purchase on Meta shifts to Landing Page View optimization, drives traffic to an educational landing page with a soft call to action, captures email addresses, and closes through a nurture sequence.

A fitness brand that cannot remarket to visitors of condition-specific pages builds retargeting audiences from video views and ad engagement. A wellness provider that cannot use health-condition keywords on Google targets symptom and service keywords such as “better sleep,” “stress support,” and “joint mobility,” and builds a negative keyword list of condition names and medical terms. In each case, the strategy treats the rules as design constraints for a system that can still perform.

### How Should Wellness Brands Measure Campaigns When Bottom-Funnel Optimization Is Limited?

When lower-funnel conversion events are restricted, platform ROAS becomes an unreliable business indicator. The measurement framework that works under these conditions starts with MER as the top-line efficiency view. MER, defined as total revenue divided by total marketing spend across all channels, does not depend on pixel-level tracking, so it stays stable when iOS opt-outs, browser restrictions, or health-data rules degrade attribution.

Brand and non-brand keyword buckets should be separated so brand-term conversions do not inflate non-brand ROAS. Teams should implement server-side tracking to reduce attribution loss and connect CRM revenue back to ad platform spend so the full customer journey becomes visible. Upper-funnel metrics such as cost per landing page view, engagement rate by creative, and new visitor rate in analytics then serve as proxies for funnel health when lower-funnel events are missing.

## Conclusion: Build Wellness Advertising Around Real Constraints

Wellness advertising runs inside real constraints. Platforms limit what teams can target and optimize for. The FTC requires substantiation before claims run. Reported ROAS often fails to match margin. These conditions define the operating environment, so winning strategies accept them and design around them.

None of this unlocks through a hidden setting. A bidding strategy cannot turn broken measurement into accurate numbers, and no creative format turns an unsubstantiated claim into a compliant one. Wellness brands that grow treat audience understanding, network fluency, and measurement integrity as core skills. They build campaign structures that respect platform rules, run claims that match their evidence, measure with MER and brand versus non-brand separation, and segment by need-state language that reflects how consumers actually talk.

If your current paid media setup ignores these constraints, the gaps are fixable. ROAS can reconcile with margin, campaigns can optimize to the right signals, and reporting can move beyond impression counts. That work requires a partner who treats measurement integrity and compliance as the foundation of performance.

[Get Wellness Performance Tactics In Tower33’s Newsletter](https://tower33.com/join-strategy-newsletter/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)

## Read Next

- [How To Choose a Wellness Advertising Agency](https://tower33.com/articles/choose-wellness-advertising-agency/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)
- [The Best Wellness Advertising Agencies, Ranked by Fit](https://tower33.com/articles/best-wellness-advertising-agency/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)
- [Healthcare Advertising Attribution: Closing the Gaps](https://tower33.com/articles/healthcare-advertising-attribution-gaps/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)
- [Weekly Healthcare Paid Media Updates: October 1, 2026](https://tower33.com/articles/weekly-healthcare-paid-media-updates/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)
- [Destination Advertising Best Practices: Full-Funnel Guide](https://tower33.com/articles/best-destination-advertising-practices/?utm_term=wellness-advertising-strategies-health-targeting&utm_campaign=ai_growth_agent)

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    - **Name:** What Is The 5-3-1 Rule In Wellness Content?
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      - **Text:** The “5-3-1 rule” appears in several content frameworks as a posting or content-mix guideline. It usually means sharing five pieces of educational content, three pieces of curated or community content, and one promotional piece. No single authoritative definition exists for wellness advertising, and ratios vary by source. The underlying principle matters more than the exact numbers. Educational and trust-building content should significantly outnumber direct promotional content. PwC's 2026 Voice of the Consumer survey found that clear information on what a product is and how it works ranks among the top five purchase attributes for health and wellness buyers. Content that explains mechanism and builds trust tends to outperform content that leads with a hard promotional claim.
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      - **Text:** Several trends shape wellness advertising in 2026. Teams are moving from condition-based to need-state-based messaging around sleep, stress, recovery, energy, and longevity. Platform restrictions and consumer language both push in that direction. AI-assisted health research is rising as well. PwC's 2026 Voice of the Consumer survey reports that roughly one-third of US consumers use AI when they first have a health or wellness question. Product pages and educational content now need structure that helps AI systems represent what a product does and does not claim. Measurement is shifting from platform ROAS to MER and blended metrics because of tracking restrictions, iOS privacy changes, and unreliable bottom-funnel signals in restricted categories. Connected TV is growing as a compliant reach channel for wellness brands that cannot use health-condition audiences on social platforms. Creator content structured around experience instead of efficacy claims rounds out the trend set, because it stays compliant while matching how consumers prefer to learn.
    **Question:**

    - **Name:** What Are Examples Of Wellness Advertising Strategies That Work?
      **Answer:**

      - **Text:** Effective wellness strategies share one pattern. They build around the constraints instead of fighting them. A supplement brand that cannot optimize for Purchase on Meta shifts to Landing Page View optimization, drives traffic to an educational landing page with a soft call to action, captures email addresses, and closes through a nurture sequence. A fitness brand that cannot remarket to visitors of condition-specific pages builds retargeting audiences from video views and ad engagement. A wellness provider that cannot use health-condition keywords on Google targets symptom and service keywords such as “better sleep,” “stress support,” and “joint mobility,” and builds a negative keyword list of condition names and medical terms. In each case, the strategy treats the rules as design constraints for a system that can still perform.
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    - **Name:** How Should Wellness Brands Measure Campaigns When Bottom-Funnel Optimization Is Limited?
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      - **Text:** When lower-funnel conversion events are restricted, platform ROAS becomes an unreliable business indicator. The measurement framework that works under these conditions starts with MER as the top-line efficiency view. MER, defined as total revenue divided by total marketing spend across all channels, does not depend on pixel-level tracking, so it stays stable when iOS opt-outs, browser restrictions, or health-data rules degrade attribution. Brand and non-brand keyword buckets should be separated so brand-term conversions do not inflate non-brand ROAS. Teams should implement server-side tracking to reduce attribution loss and connect CRM revenue back to ad platform spend so the full customer journey becomes visible. Upper-funnel metrics such as cost per landing page view, engagement rate by creative, and new visitor rate in analytics then serve as proxies for funnel health when lower-funnel events are missing.

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  - **Description:** Tower33 helps wellness brands grow ROAS when health targeting is restricted. Compliant strategies that drive measurable, bottom-funnel revenue.
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    **Person:**

    - **Name:** Anthony Miller
    - **JobTitle:** Founder
    - **Description:** 20+ years in customer acquisition, digital marketing, search, social, analytics, and technology.Anthony has worked with hundreds of brands, managed hundreds of millions in ad spend, and founded both Tower33 and Travel Outside. Today, he works with select partners building and running customer acquisition ad programs through strategy, and hands-on management.
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      - **Name:** Tower 33
      - **Url:** https://tower33.com/
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    - **Url:** https://tower33.com


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## Citations

- [Multi-Location Senior Living Marketing That Scales](https://tower33.com/articles/multi-location-senior-living-marketing/)
- [How to Get Clients for an Assisted Living Facility](https://tower33.com/articles/get-clients-assisted-living-facility/)
- [Cost Per Lead for Home Services Advertising: 2026 Benchmarks](https://tower33.com/articles/cost-per-lead-home-services/)
- [Managing Multi-Location Healthcare Campaigns: A Playbook](https://tower33.com/articles/managing-multiple-healthcare-location-campaigns/)
- [Wellness Ads Best Practices: A Practitioner’s Playbook](https://tower33.com/articles/best-wellness-ads-practices/)

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