Healthcare and Behavioral Health Marketing, Built HIPAA-Aware

01

What Does Healthcare Marketing Include at CFS Marketing?

Healthcare marketing at CFS Marketing covers five areas:

1. Local search and Google Business Profile for every location: accurate hours, services, providers and categories, kept consistent across directories.
2. SEO for service and condition pages, written plainly and reviewed by your clinical team before publishing. See medical SEO.
3. Google Ads within Google's healthcare policies, aimed at appointment and admissions inquiries.
4. AI search, so ChatGPT, Gemini and Google AI Overviews describe your services and locations correctly. See answer engine optimization.
5. Tracking that counts inquiries without collecting health information.

For behavioral health, see behavioral health marketing. For treatment centers, see addiction treatment marketing.

02

How Do You Keep Healthcare Marketing HIPAA-Aware?

We keep healthcare marketing HIPAA-aware by designing tracking so that patient information never reaches an ad platform. In practice:

• Conversions are counted, not described. An appointment request is recorded as an event with no form contents, names, conditions or contact details passed to Google Ads or Analytics.
• Tracking tags stay off patient portals and any page where someone enters health information.
• Your privacy or compliance officer signs off on the tracking plan before anything is installed. We are marketers, not lawyers, and we work with your counsel, not around them.
• No targeting on health conditions. Google's personalized advertising policy treats health as a sensitive category, so we build campaigns on what people search for, not who they are.

Our GA4 and conversion tracking page covers how we audit an existing setup.

03

What Do Google's Healthcare Ad Policies Mean for You?

Google's healthcare and medicines policy restricts ads for some treatments, drugs and services, and some advertisers need certification before ads will run. The biggest one for this vertical: Google restricts ads for drug and alcohol addiction services, and in the US, addiction treatment advertisers need LegitScript certification before they can run Google Ads.

We check your services against the policy before building campaigns, so you don't lose weeks to disapproved ads.

04

What Healthcare Experience Does CFS Marketing Bring?

CFS Marketing's healthcare experience comes from Cesar's in-house role, not from a published client engagement. As SEO Specialist at a hospital network from 2019 to 2020, he:

• optimized 2,000+ Google Business Profile locations
• set up 200 new listings
• managed 500 locations through Yext

We don't have a published healthcare client case study yet. Our client results are in legal and education, on the case studies page, and the tracking discipline behind them applies directly here.

05

Who Is a Good Fit?

A good fit is a healthcare or behavioral health provider with clear services, capacity for new patients and someone who follows up on inquiries quickly. Multi-location groups benefit most from the local search work.

It's not a fit if you want ads that target people by diagnosis, or if you need marketing to make clinical claims your providers won't stand behind.

06

What Does It Cost?

Work runs on a monthly retainer scoped to the channels and fixes you need, with ad spend billed separately. Cesar quotes after reviewing your accounts.