The problem
A weight-management DTC platform needed to launch into a category where the regulator was watching and the creative library inherited from the US parent didn't survive an AU read. The founders had eight weeks to in-market and a clinical brief that wasn't finalised at kick-off.
The constraint
Weight-management is the most-watched substance category in AU telehealth. TGA s.42DLB applies hardest, Meta's health-ad policy bites earliest, and the imported US creative library every founder inherits doesn't survive an AU read. Substance-forward framing, results claims, before/after imagery — ruled out at brief, none of them survive any of the three gates. Eight weeks to in-market with a clinical brief still finalising meant building to the standard, not patching to it.
The approach
We shipped the full acquisition stack — site, hosting, four landing pages, ad creative — in six weeks under one programme. Brief work ran concurrent with clinical finalisation, with the creative built to the standard rather than patched to it. The line between consultation framing and substance framing was drawn at the IA layer.
The outcome
Acquisition stack live at six weeks, TGA-clean, brand to in-market. Four landing pages now serve three intake variants under the same compliance log, and the system has absorbed one clinical brief revision without rework. First-quarter consultation volume cleared the platform's pre-agreed ceiling.