The problem
A men's telehealth platform was running paid acquisition that converted poorly because the creative had been written before the prescription pathway was finalised. The conversion-rate gap was costing low-six-figures in monthly CAC.
The constraint
S4 prescription advertising is gated three ways — TGA s.42DLB, Meta's healthcare ad policy, Google's restricted-vertical review — and each platform plays a different role inside the gates. Meta runs awareness across the broader category (men's health, performance) without naming substance; Google catches branded and condition-side intent where the consultation framing reads as the offer. Creative built for e-com health products fails all three gates before it lands a click; consultation-led creative converts on the same volume of qualified intake with different mechanics under the hood.
The approach
We rebuilt the entire conversion creative system from the prescriber side rather than the consumer side — landing pages, ad creative, intake forms — so the funnel led with consultation framing instead of medication framing. Four ad variants reduced to two compliance-cleared evergreens.
The outcome
CAC down 42% across the next three reporting cycles. The creative system survived two TGA Code revisions without copy changes, since the framing had been built around the standard rather than around the moment.