Week 37 Health Digital Marketing Newsletter

This week’s Digital Health Observer covers Mosh putting Kyle Sandilands front and centre in a national radio campaign for its GLP-1 era weight-loss program, complete with self-deprecating lines like “maybe I could finally become a regular-sized prick”. Snapchat research shows peer-driven ‘friendfluence’ in group chats is pulling Gen Z back into physical retail, with Chemist Warehouse’s authenticity-led playbook cited as the model for converting that chatter into store visits. On the regulatory side, proposed Australian laws could force platforms to offer an algorithm opt-out, and a chronological feed would strip out much of the targeting and delivery efficiency advertisers rely on across Meta and TikTok. Plus News Australia launches three new health, wellness and beauty advertising initiatives, Proper Snacks CMO Sandie Dilger explains why swapping ‘better for you’ for ‘better than anything’ is driving category-beating growth, the biggest privacy overhaul in more than a decade brings a ‘fair and reasonable’ test to direct marketing, and a healthcare editor lists five fixes for cold media pitches.

Mosh Puts Kyle Sandilands Front and Centre in GLP-1 Era Weight-Loss Campaign

Men’s telehealth brand Mosh has launched a national radio campaign fronted by Kyle Sandilands, using self-deprecating humour about his weight to promote its weight-loss program. The ads lean into his polarising reputation with lines like “maybe I could finally become a regular-sized prick”. Read more →

Snapchat: ‘Friendfluence’ Is Sending Gen Z Back to the Mall — and Chemist Warehouse Is Cashing In

Snapchat research finds peer-driven ‘friendfluence’ via chat is pulling Gen Z back into physical retail, with purchase decisions made in group conversations. Chemist Warehouse’s authenticity-led social playbook is cited as the model for converting that chatter into in-store visits. Read more →

Australia’s Proposed Algorithm Opt-Out: What a Post-Algorithm Feed Means for Advertisers

Proposed Australian laws under the government’s digital reforms could force social platforms to let users opt out of algorithmic feeds. A shift to chronological feeds would reduce the targeting and delivery efficiency advertisers currently rely on across Meta and TikTok. Read more →

News Australia Launches Three New Health, Wellness and Beauty Advertising Initiatives

News Australia is expanding its health, wellness and beauty portfolio with three new initiatives, adding premium local editorial inventory and partnership formats for advertisers in the category. Read more →

Proper Snacks: Ditching ‘Better For You’ for ‘Better Than Anything’ Drives Category-Beating Growth

Proper Snacks repositioned from ‘better for you’ to ‘better than anything’, refusing to make consumers trade health off against enjoyment. CMO Sandie Dilger says leading with pleasure and quality — with health as the bonus — is driving growth ahead of the snacking category. Read more →

Biggest Privacy Law Overhaul in a Decade Brings ‘Fair and Reasonable’ Test to Direct Marketing

Australia’s new privacy reform introduces a ‘fair and reasonable’ test, strengthened consent requirements and specific rules on direct marketing and data trading. It is described as the most significant overhaul of Australian privacy law in more than a decade. Read more →

Five Fixes That Rescue Cold Media Pitches, From an Editor Who Reads Dozens a Day

A healthcare media editor who fields dozens of pitches daily lists five fixes for cold outreach: get the name right, make the point in the first two lines, state audience relevance explicitly, customise every email, and write like a human rather than a committee. Read more →