The problem
An ASX-listed digital health platform was running a legacy funnel built in the early DTC playbook era. The creative leaned substance-forward in places it shouldn't, and the in-house team had been patching pages rather than rebuilding them. Conversion was steady but the legal team flagged drift quarterly.
The constraint
Early DTC telehealth playbooks leaned substance-forward because that's what the US-imported templates did — high CTR, low durability, quarterly legal flag. TGA s.42DLB plus Meta and Google's escalating health-ad policy made that pattern progressively more expensive. The new funnel had to lead consultation-first, hold under quarterly review, and survive code revisions without a copy refresh.
The approach
We rebuilt the acquisition funnel from the prescriber's point of view, with consultation framing carrying the offer end-to-end. Creative was logged claim-by-claim against the code before launch. The legacy funnel ran in parallel for measurement.
The outcome
The new compliant funnel outperformed the legacy non-compliant one by 22% on conversion, while running cleaner under quarterly legal review. The system has held through one TGA Code revision and now serves as the platform's launch template for two adjacent condition categories.