Ep 206: Facebook marketing restrictions and how to navigate them

There are a lot of data sensitivities when it comes to marketing in the healthcare and wellness space. This week on Apptivate, we speak with Kevin Bell, the Performance Marketing Lead at Mochi Health, about navigating Facebook’s recent changes to events for advertisers in these industries. Kevin gives you the background on the platform’s changes, and how his team adapted their marketing strategy to meet Facebook’s new criteria under HIPAA compliance. You’ll also learn about the limitations of marketing creatives and how they’re leveraging AI to optimize their campaign performance.

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• Can you share what Mochi Health does and the value it provides to its consumers?
• What are some of the challenges you face in your role as Director of Performance Marketing for a platform in the healthcare space?
• Can you give us a sense of your media mix?
• What’s happening with the change of Facebook events for health and wellness businesses?
• How much of a heads-up did Facebook give you?
• How did you adapt your marketing strategy?
• What’s the impact of this change on the performance of your campaigns?
• Can you tell us a little bit about the limitations of creatives for your platform and how you optimize them for a platform like Facebook?
• What predictions do you have for this upcoming year at Mochi Health?

• 0:56 What does Mochi Health do?
• 2:19 Challenges in healthcare marketing
• 4:08 Facebook’s event changes for health and wellness industry advertisers
• 6:19 How to adapt your marketing strategy for Facebook events
• 7:57 How has this impacted campaign performance?
• 8:43 Constraints on creatives in the healthcare space
• 9:55 Optimizing creatives with an internal AI tool
• 13:08 What’s coming up for Mochi Health

(4:34-4:58) “Facebook reached out to a number of companies that were in the health and wellness space and basically told them that we were no longer able to optimize our campaigns off of any type of purchase event, add-to-cart event, customer registration – basically any event that wasn't a ‘page view’. And obviously, that's quite concerning because for all advertisers, if you ever run money on Facebook, you know that optimizing for anything that's not your goal is not going to get you anywhere.”

(6:49-6:58) “The idea is you want to make sure that you’re not sending Facebook any details towards who is a person that has actually made a purchase because by doing so, you’re walking into potential HIPAA compliance issues.”