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Paid Media Growth — Efficient Scale, Med-Legal Safe

Outcome:
  • Efficient, compliant scale in paid channels.
 I manage and optimize $5M–$20M annual - portfolios across SEM/PPC, paid social, programmatic /CTV—so HCP and DTC campaigns pass pre-flight, pace to plan, and deliver decision-ready ROI without risking OPDP/APLB, HIPAA, or GDPR.

Who this helps

  • (at a glance)
  • Marketing Directors / Owners — faster optimizations, cleaner ROI, budget variance ≤5%.

  • Regional Leads — transparent pacing, scale/pause rules, localization and reallocation clarity.
  • MLR / Legal / Privacy — pre-flight proof, governed claims/creative matrix, audit-ready packets.
  • Analytics / Finance — platform↔BI reconciliation (±2%), MMM/MTA exports, accountable scorecards.

Proof / Mini-KPIs

+20–50%

ROAS

−15–30%

CPA

≥95%

pre-flight pass

−40%

time-to-insight

↑qualified

conversions

What you get

  • (ready to use)
  • Growth & Allocation Plan (HCP + DTC): objectives, channel roles, $5M–$20M split, sensitivity scenarios, reallocation rules (variance ≤5%)
  • Channel Playbooks: SEM, paid social, programmatic/CTV—formats, claims do/don’t, evidence links, landing alignment, pre-flight criteria
  • Audience Governance: allow/deny lists, consent-safe segments, frequency/recency rules, endemic vs. open-web reach
  • Pre-flight & Tagging Blueprint: OPDP/APLB checklists, governed UTMs, GA4 events/params, server-side tagging (where appropriate)
  • Pacing & ROI Readouts: daily pacing dashboard; weekly Decision One-Pager; scale/pause guidance by region/brand
  • Experiment Catalogue: hypotheses, lift goals, decision gates; MMM/MTA-ready exports

$5M–$20M budget management

  • (how I allocate)

Plan

Quarterly guardrails by objective (Awareness / Consideration / Action), 10–15% innovation tranche, channel variance cap ±5%.

Pace

Reels + carousel explainers with claim-safe LPs → CPA −22% and stronger quiz/tool completions; zero moderation escalations.

Prove

Reconcile platform ↔ BI within ±2%, log decisions in the one-pager, roll wins into next quarter’s plan.

NEW: Video Paid Ads & Production

  • (YouTube, Social, CTV, Endemic)
What I lead
  • I team up with agency partners, specialized production companies, and medical reviewers to create video ads and medical education stories that clear MLR fast and perform across YouTube, premium CTV/OTT, social video, and endemic HCP placements.

Deliverables

Creative treatment → storyboard → script

aligned to claims/evidence and fair balance

Cut-downs & formats

6s/15s/30s, vertical/landscape, skippable/non-skippable, bumper/teaser, CTV/OTT, endemic video units


On-screen compliance

ISI overlays, risk/benefit parity, supers timing, captions/subtitles, localized variants

Production workflow

pre-brief packet, reference dossier, redline loops, talent/usage rights, version control


Tagging & QA

VAST/VPAID events, viewability/attention tags, brand-safety/IVT controls, landing alignment proofs

Optimization & measurement

  • Test plan: hook/packshot/CTA variants; dayparting and frequency caps; sequential storytelling by stage/role (HCP vs. patient)
  • KPIs: completed view rate, attention/viewability, qualified landings, cost per qualified view, brand-lift or comprehension where permitted, contribution to outcomes (e.g., NBRx/lead quality)

Guardrails

  • Platform healthcare ad policies respected (age gating, claim restrictions, certification where required)
  • Fair-balance on screen for branded; disclaimers for unbranded; strict audience eligibility and exclusions
  • Inventory curation for CTV/publisher quality; kids/young-audience exclusions where applicable

Platform stack I run

  • (with compliance guardrails)
  • Search & Video: Google Ads (Search/YouTube) and DV360 (YouTube/CTV/programmatic) with healthcare ad restrictions and certification where required.
  • Paid Social: Meta, LinkedIn (HCP roles), TikTok pilots with strict policy/age gating and moderated comments.
  • Endemic HCP: Doximity and Medscape for verified specialty reach and CME/education adjacency.
  • Healthcare DSPs: DeepIntent, PulsePoint for privacy-aware HCP/DTC activation, attention/IVT controls.
  • Privacy-safe Audiences: Swoop/TI Health, IQVIA/Komodo segments where permitted and compliant.
  • (All buys documented in pre-flight with proofs of compliance and suppression rules.)

Problems I fix

  • Rising CPA and “optimize to clicks” without qualified outcomes
  • Inconsistent UTMs/tagging → conversions in “(other)”
  • Creative/claims rework → slow launches
  • Pacing swings and opaque reallocations
  • Agencies on different playbooks; no single ROI view
  • Video that passes MLR but underperforms (no sequencing/tests)

My approach

  • (strategy • governance • measurement • optimization)
  • Strategy: HCP vs. DTC roles, stage-of-journey targeting, channel/format selection, video sequencing
  • Governance: pre-flight checks, claims library, UTMs/events, brand-safety & IVT rules, audience eligibility
  • Measurement: KPI layer, platform↔BI reconciliation (±2%), incrementality design, outcome cohorts
  • Optimization: weekly one-pagers, budget reallocation framework, experiment catalogue with decision gates

Core deliverables

  • (what lands in your inbox)
  • OPDP/APLB — on-label/CFL logic, banned-phrase filters (“cure/safe/best”), short-form rules, major statement + ISI placement patterns.
  • HIPAA/PHI — no marketing tags/retargeting in authenticated contexts; PHI classifiers; BAAs with POC/EHR vendors; aggregate-only reporting.
  • Provenance & audit — retrieval shows exact sources (Label §§, Trial IDs); immutable logs; versioned prompts.
  • Human-in-the-loop — approval gates for publishing; dev/stage/prod separation; least-privilege access.
  • Security — private endpoints, KMS encryption, RBAC; no training of foundation models on your data.

Guardrails & SLOs I enforce

  • Pre-flight pass ≥ 95% (per channel)
  • Budget variance ≤5% (brand/region)
  • Brand-safety/IVT thresholds met with remedies in IO/SOW
  • Reconciliation ±2% for governed metrics (platform ↔ BI)

Engagement plan

Diagnose

Spend/CPA audit, tagging/consent scan, quick fixes

Design

Growth plan, playbooks, test matrix, guardrails, video sprint plan

Activate

Pre-flight + tagging live; pacing/ROI readouts; first experiments; first video cuts shipped


Scale

Weekly reallocations; creative/claim rotations; case logging; QBR scorecards

Book a Paid Growth Diagnostic
Explore Service
Request the Channel & Video Playbooks

FAQs

Possible, but we default to unbranded + route branded to HCP-auth portals. We follow platform policy and OPDP patterns.

18+ gating, no personal-attribute inferences, fair-balance/disclaimers, strict comment filters, PV/AE triage in ≤24 hours.

Qualified events, attention & completion, and outcome cohorts—rolled up in the Decision One-Pager; MMM/MTA exports provided.