Changes to Facebook & Instagram Advertising Policies You Need to Know

Dr Marketing Tips Podcast

In this episode of the DrMarketingTips Show, co-hosts Jennifer and Corey dive into big changes to Meta’s advertising policies in January 2025. These updates will impact healthcare practices using Facebook, Instagram, and other Meta platforms to advertise, especially when targeting specific audiences or promoting health-related services and products.

Tune in to Discover:

1. What’s Changing:
   • Meta’s new restrictions on health-related data in response to FTC scrutiny.
   • Why targeting specific demographics and behaviors is about to get more complicated.
2. How It Will Impact Healthcare Practices:
   • How the new policies affect specialties like Botox, IV therapy, mental health, and compounding pharmacies.
   • Why mid- and low-funnel targeting will become more challenging.
3. Strategic Shifts to Consider:
   • Moving from highly targeted ads to broader, top-of-funnel campaigns.
   • Exploring alternative platforms like TikTok, Snapchat, or X (Twitter) for less-restrictive advertising opportunities.
   • The importance of focusing on brand awareness over direct conversions.
4. Opportunities with First-Party Data:
   • Why building your email list and owning your data is more important than ever.
   • Leveraging general awareness campaigns to drive signups for first-party data collection.
5. Actionable Next Steps:
   • Conducting an ad audit to identify campaigns that may be affected.
   • Working with your agency to redefine success metrics and reporting standards.
   • Preparing your campaigns for the potential rollout of Meta’s AI-driven targeting options.

Changes are on the horizon, and it’s time to adapt your strategy.

Whether it’s exploring new platforms, refining your messaging for broader audiences, or focusing on first-party data, Jennifer and Corey offer practical advice to help you stay ahead in the ever-changing digital marketing landscape.