Week 32 Health Digital Marketing Newsletter

This week’s Digital Health Observer covers Kidney Health Australia’s Taking The Piss, a Good One campaign using humour, an animated character and a custom song to push urine testing for kidney disease across YouTube, Meta, outdoor and experiential activity. It also looks at vertical video moving beyond TikTok and Reels into streamers such as HBO Max, with health brands facing wider reach, medical misinformation, compliance risk and the rise of HCP influencers. Swisse Wellness enters the women’s health conversation with We’re not hysterical, unifying earned, owned and paid budgets around dismissed female health concerns. Plus Amylyx launches an unbranded education site for post bariatric hypoglycaemia as bariatric surgery and GLP 1 use rise, while animal pharma moves further into DTC for chronic pet conditions and uninsured owners research therapies with vets still controlling access.

Kidney Health Australia ‘Takes The Piss’ With Comedy-Led Testing Campaign

Kidney Health Australia launched ‘Taking The Piss’ via agency Good One, a national humour-led campaign using an animated character and custom song to drive urine testing for kidney disease. It runs across YouTube, Meta, outdoor and experiential activations. Read more →

Vertical Video Is Spreading Beyond TikTok, And So Is Health Misinformation

Vertical video is expanding beyond TikTok and Reels to streamers including HBO Max, widening reach for health brands alongside rampant medical misinformation. The piece details compliance and trust risks, plus the growing role of HCP influencers in short-form health content. Read more →

‘We’re Not Hysterical’: Swisse Taps The Cultural Zeitgeist For Women’s Health

Swisse Wellness launched a women’s health campaign built around the line ‘We’re not hysterical’, leaning into cultural conversation about dismissed female health concerns. The brand integrated earned, owned and paid budgets into a single unified content play rather than siloed media plans. Read more →

Amylyx Builds Unbranded Education Site For Post-Bariatric Hypoglycemia

Amylyx launched a patient education website helping people identify post-bariatric hypoglycemia, a rare and under-recognised complication of weight-loss surgery. The unbranded disease-awareness play lands amid a surge in bariatric surgery and GLP-1 weight-loss patients. Read more →

Pet Parents Are Researching Therapies As Animal Pharma Goes DTC

Animal pharma is expanding into chronic conditions including oncology, diabetes and pain management, and pet owners are increasingly researching specific therapies themselves. Vets remain the gatekeepers and more than 95% of pets are uninsured, keeping cost front of mind. Read more →