The Bliss Group’s 2024 Healthcare Paid Media Outlook identifies five major trends reshaping advertising: stricter data privacy rules, greater precision targeting using anonymized health data, widespread AI integration in creative and personalization, expanded omnichannel strategies including TikTok and programmatic EHR ads, and a shift from lead capture to sustained lead nurturing. Marketers are urged to balance compliance with innovation, leverage HIPAA-compliant tools, and adopt always-on engagement tactics. With rising consumer expectations and platform restrictions, healthcare marketers must deliver personalized, seamless, and compliant digital experiences.

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