Politico April 18, 2023
Health care organizations fearful of stepped-up policing of their marketing practices are cutting back on advertising.
In the first three months of 2023, telemedicine firms spent a quarter of what they did on Google and Facebook ads during the same period last year, according to data from MediaRadar, an ad industry intelligence platform. Nonprofit health systems also halved their spending on targeted ads during that same three-month period year-over-year.
“Legal and compliance teams… are telling the marketing team that these tools are dead men walking, you need to shut it off immediately,” said Ray Mina, head of marketing at Freshpaint, a San Francisco firm that provides software for managing customer marketing data.
It’s a seismic shift for the industry, driven...
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