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Health product advertising in AI world

Health Product Advertising in the AI World

Is your health product ready for the AI Overview Era? Whether or not your business entity is currently onboard with using AI, you will be competing for visibility in AI Overviews to reach your target audience.

Increasingly, AI Overviews are showing up for questions across health categories, including lifestyle wellbeing, chronic pain conditions, and for search queries related to medical devices, supplements, and routine medical care.

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Human Expertise Still Reigns Supreme in AI-Powered Healthcare Advertising & Marketing

Human judgement, critical thinking and effective health product marketing strategy execution cannot be replaced by Artificial Intelligence (AI). AI needs good instruction, grounding, guardrails, on-going refinement, topic expert human review and revision.

So, you may be asking why I’m stating both marketing and advertising. The reason is because you need a comprehensive approach to achieve revenue gains. Marketing is a broader process that involves understanding customers, while advertising is a paid component of marketing that promotes a company’s products and services.

Both marketing and advertising human experts can benefit by leveraging AI tools.

What are Generative AI Guardrails?

Generative AI guardrails are predefined rules and guidance established by the AI Agent creator to ensure that AI-generated content avoids hallucination, adheres to common medically established standards, and aligns with your business plan, tone, and key performance indicators (KPIs). The goal is to educate current patients and customers, build trust, and attract business effectively, safely, and timely.

Guardrails are needed to prevent LLM (Large Language Model) hallucinations in healthcare because unvetted recommendations and incorrect or “stretched” information can pose a public health risk. Typically, LLMs are trained on generalist datasets with limited human oversight. This may lead to the models learning uses of medical products that have not been adequately evaluated for safety and efficacy.

Additionally, Google has specific policies which serve as a type of “guardrail” in the advertising context. We’ll look at them further on. Understanding both AI Agent guardrails and Google’s advertising guardrails will build your brand trust.

Paid ads can work for you with the right set-up and strategy. Understand why many healthcare websites got drastic ranking down after the 2018 Google Medic Update and more recent algorithm changes.

What Is the Best Health Product Advertising Strategy?

  • Grounding your AI models when used in content creation.
  • Factual: Supporting your opinions, produce and service statements with factual content.
  • Truthful: Transparent communication.
  • Substantiation: Supported claims (case studies, surveys, etc.).
  • Educational: Buyer or patient-centered education.
  • Active listening.
  • Consistent messaging.
  • Mobile Advertising: Think of people conducting searches on smaller devices. Your pages must load before they give up and leave.
  • Readily accessible information, sources, and resources.
  • Advertising Agility: Well-structured product pages made effective and frequently updated with an SEO AI strategy.
  • Amplify and reduce ambiguity using structured data.
  • Disclosures: Disclose any significant limitations on advertised health benefits or safety risks. Qualifying information should be presented clearly and conspicuously.
  • Use of Evidence: Health benefit claims generally require randomized, controlled human clinical trials (RCTs).
  • Google Business Profile Posts: You can include your products and special offers right within your Google Business Listing. Many don’t take advantage of this for lack of understanding its reach and guidelines.
  • Testimonials and Endorsements: Advertisers should not make health-related claims through testimonials or endorsements that would be deceptive or couldn’t be substantiated if the advertiser made them directly. Disclose any material connection between the endorser and the advertiser.
  • Product Schemas:Leverage product schema to improve changes of a Product Carousel and Product Knowledge Panel visibiliy.

Learn more about our AI-driven healthcare marketing services

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Authority Matters: Winning in Google AI Overviews for Health Brands

Currently, we find that Google AI Overviews favor authoritative sites

This makes it challenging for a new website and brand to compete in today’s rapidly advance healthcare space. Multiple forces are converging to make 2025 an especially promising year for healthcare innovation. Movel care delivery models and advertising opporutnities are creating opportunities for transformative change and product innovation.

I believe there are great open doors ahead for more value-based products.

Market dynamics and emerging medical technology prompt a retail paradigm shift in drug modalities (i.e. gene therapies), RNA-based treatments, cell therapies, genetic medicine, and protein degraders, etc. In my expereince, this requires a focus on a narrowly defined, high-impact advertising strategies.

Ways to increase product awareness, user engagement and, thereby, authoritativeness:

  • Product protocols (document that defines the definition, deliverables, or requirements for a new product).
  • Video media explaining product usage, benefits, how-to, introductions.
  • Product comparrison charts.
  • Product pros and cons (per use case).
  • Product announcement press releases.
  • An effective linking strategy (on-site and inbound).
  • Social marketing/engagement.
  • On-going testing to tweak and improve your business growth strategy.

Market research informs strategic marketing efforts that are tailored to your target audience. This ensures that all interactions are respectful, helpful, and timely to foster a positive user experience and build the brand owner’s reputation.

The Weight of Responsibility: Ethical Healthcare Advertising in the AI Era

Healthcare advertising opportunities come with significant responsibility

Exploring your healthcare advertising benefits, challenges, guidelines, rules and the ethical considerations is a critical first step. Hill Web Marketing believes in striving to maintain an awareness of current developments in health services and products advertising. Open communicsation with the healthcare provider and all teams involved in media, content creation, SEO, decision making, and marketing shape and hone advertising approaches.

Google’s advertising policies as “Guardrails”

Google AI may review various aspects of your advertising campaign, including the words you use,the context they are used in, and the message it may convey. Additionally, it evaluated the website it links to, its E-E-A-T factors, your Google account status, and information it deems reliable from external sources.

“We also have guardrails in place to prevent our systems from engaging with inappropriate or sensitive prompts or suggesting policy-violating creatives. Any ad created with generated assets is subject to our existing Ads policies before it serves and enforcement actions, if it violates our policies. And you’ll always have the opportunity to review all your generated assets before running them in a campaign.” – Get creative with generative AI in Performance Max

 

If you know what you are doing, you don’t need to worry. Support is available.

Google’s Watchful Eye: account suspension is a real risk

It is no light matter if it decides that you are violating their policies.

“In determining whether an advertiser or destination is violating this policy, we may review information from multiple sources including your ad, website, accounts, and third-party sources. If we find violations of this policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again.” – Ad Misrepresentation according to Google [1]

 

Protect Your Brand: Implement Robust Business Policies for AI Use

Utilize the help of someone with deep experience in policy development and technical enforcement within your niche. Google has generative AI prohibited use policies, and we recommend the same for everything within your control that could be miscontrued as harmful, inappropriate, misleading or decpetive content or advertising.

This is one reason why in-depth content may preform better than content basically intended for standard conversions and conversions in AI generated SERPs (search engine result pages). Focus on being helpful first; don’t be too salsey. Sometimes it takes another view at your prompt and its output. For example it takes continual monitoring and frequently updating a dental marketing strategy for alignment with successful dental advertising.

B2B vs. B2C Healthcare Marketing: tailoring your product strategy

In my experience, you can effectively build repore, relationships, and sales by directing the user to additional resources for help on complex or sensitive topics. We continuously monitor and fine-tuning our marketing and advertising strategies to provide better results.

If your healthcare product is best for B2B marketing, your marketing and advertising efforts will involve different strategies from B2C.

The Regulators are Watching: FTC and FDA Oversight of Health Product Advertising

The FTC and FDA do enforce health product advertising compliance

At a basic and broad level, every healthcare-related product falls under United States governance. This impacts your website from its intial design to deployment and your advertising strategy.

The Federal Trade Commission (FTC) provides guidance on health product advertising compliance; it emphasizes the importance of truthful, non-misleading, and scientifically substantiated claims. The FTC Act mandates advertisers to possess adequate evidence for objective claims made about health-related products.

I’ve never seen so many fines and being prohibited from future marketing. For example, the list of April 2023 recipients of the FTC’s Notice of Penalty Offenses Concerning Substantiation of Product claims included American Silver LLC. Amgen Inc. AMS Health Sciences, LLC. Amway Corp. Ancestral Supplements, LLC. Anovite, LLC. and Anthology Brands, Inc., among many others. Here is a recent example: FTC Bars Gravity Defyer from Making Unsupported Pain-Relief Claims to Market Company’s Footwear

Develope your website content and marketing knowing that both the FDA and the FTC monitor dietary health-related advertising and product claims. The FDA is mainly responsible for safety and labeling, while the FTC is mainly responsible for advertising.

FDA product advertising approvals

Advertisers must avoid mischaracterizing FDA approvals and consider the overall context of scientific evidence when making claims. The FDA reviews advertisements for prescription drugs, dietary supplements, and medical devices to ensure they are truthful and comply with regulations.

The FDA monitors ads and marketing in various ways, including at conferences and professional meetings. These governing bodies can be useful to you. Drug, medical device marketers, and supplement retailers can submit ads to the FDA for feedback before using them.

“A product sold as a dietary supplement and represented explicitly or implicitly for treatment, prevention, or cure of a specific disease or class of diseases meets the definition of a drug and is subject to regulation as a drug.” – FDA Questions and Answers on Dietary Supplement Advertising [2]

 

Why AI can be your bold opportunity in healhcare product marketing

The Adobe 2025 AI and Digital Trends report states that “Nearly two-thirds (65%) of senior executives identify leveraging AI and predictive analytics as primary contributors to growth in 2025.”

Released on February 19, 2025, Adobe’s Chief Marketing Officer Lara Balazas talks about how incremental steps in Gen AI use can deliver quick wins, but a unified platform built for connection, interoperability, and scalability unlocks a compounding cycle of benefits.

A flood of niche AI tools tackling specialized problems—like fax elimination, coding automation, call center support, clinical documentation, order fulfillment, claims processing, and automated health-bot question answering, etc. are emerging. This can streamline office tasks; however, validating your content’s correctness and advertising compliance must have skilled human oversight.

What this means to you

Health-related products are under extra scrutiny. They require an effective business plan and marketing plan to have a chance for sufficient sales in highly competitive and scrutinized markets. You will need to gain a lead over your competitors.

More healthcare providers are heaving investing in integrating gen AI tools to help generate more targeted, personalized marketing outreach and ads. It can be like a virtual assistant in crafting straightforward explanations and visuals for medical jargon to coding terminology found in health insurance plans.

Buyers of health-related services and products typically do comparison search and shopping. This is often in question format.

So both Google and Bing respond with multiple types of question answering SERPs. A “question answering SERP type” refers to a specific format of search engine results page (SERP) where the primary focus is to directly answer a user’s question with a concise, readily visible response, often appearing as a “featured snippet” or “answer box” at the top of the results page.

For example, check out Pfizer’s New Consumer Digital Product Providing Answers You Can Trust In The Moments That Matter Most.

AI’s Impact on Healthcare Products in 2025

AI is already streamlining healthcare advertising by enabling:

  1. Highly personalized ad copy.
  2. Data-driven campaign insights.
  3. Empowering precisely targeting specific patient segments.
  4. Optimize messaging based on individual buyer behaviors.

AI can significantly improve healthcare tasks by quickly analyzing large amounts of information. This helps predict healthcare buyer needs, avoid unnecessary duplication of A/B tests and lead conversion records, and deliver helpful information through various communication methods. All while keeping data private and secure that meets advertising compliance needs. This leads to more efficient and better business management, retail operations, sales, and product support.

AI can quickly sift through massive datasets — patient records, clinical trials, patents, genetic information, reports, case studies, and more — to identify health patterns and predict disease risk with unprecedented accuracy. This leads to earlier interventions, more effective treatments, supplements, medical devices and the development of new therapies targeted to an individual’s specific health needs. [3]

Provide Answers, Build Trust: The Core of Successful Health Product Marketing in the AI Era

When someone is searching for information about your health and wellness services or product, you should be easy to find, easy to understand, and your health product question answering statements should be relevant to frequent queries.

We help you create SEO and marketing campaigns that have the potential to transform tomorrow.

Partner with us to enable personalized marketing campaigns, ptimizing content creation and advertising distribution to reach the right audience at the right time. Our lead qualification and nurturing processes can improve your sales efficiency.

We can help you gain a Marketing Plan Backed With AI Measurement

 

Helpful Resources

[1] Google, “Misrepresentation,” current, https://support.google.com/adspolicy/answer/6020955

[2] Human Foods Program, “Questions and Answers on Dietary Supplements,” Sept 2024, https://www.fda.gov/food/information-consumers-using-dietary-supplements/questions-and-answers-dietary-supplements

[3] Carrie Tharp, “AI’s impact on industries in 2025,” Dec 2024, https://cloud.google.com/transform/ai-impact-t-industries-2025

Prescription drugs

Ads must include the drug’s name, FDA-approved uses, and major risks.
Ads must be written in understandable language.
https://blog.google/technology/ai/our-responsible-approach-to-building-guardrails-for-generative-ai/
https://www.amazon.science/publications/guardrails-for-avoiding-harmful-medical-product-recommendations-and-off-label-promotion-in-generative-ai-models

The Adobe 2025 AI and Digital Trends report states that “Nearly two-thirds (65%) of senior executives identify leveraging AI and predictive analytics as primary contributors to growth in 2025.”

Adobe Resource Center
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2025-02-19