Industry · Health & Paramedical
Care, devices, nutrition, labs, training: I manage health accounts every day, a sector where every ad has to work within both your profession's rules and the platforms' rules.
Allied health, general practice, medical devices: three healthcare markets. Their official figures from Eurostat, then the calendar of their Google searches.
Other human health activities
1,206,211 companies in the EU
General medical practice activities
326,551 companies in the EU
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 86.90 and 86.21, 2024 data updated on 30 September 2026. See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Most searched month: allied health in September, October, January and March, general practice in September, medical devices in March. Medical Devices: March brings 1.8 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “physio”, “podiatrist”, “gp near me”, “doctor near me”, “private doctor”, “hearing aids”, “mobility scooter” and “hearing test”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
| Month | Allied Health | General Practice | Medical Devices |
|---|---|---|---|
| September 2025 | 100 | 100 | 69 |
| October 2025 | 100 | 96 | 69 |
| November 2025 | 82 | 78 | 56 |
| December 2025 | 67 | 66 | 55 |
| January 2026 | 100 | 80 | 69 |
| February 2026 | 82 | 65 | 57 |
| March 2026 | 100 | 78 | 100 |
| April 2026 | 89 | 65 | 64 |
| May 2026 | 89 | 65 | 64 |
| June 2026 | 89 | 67 | 64 |
| July 2026 | 89 | 67 | 68 |
| August 2026 | 89 | 67 | 73 |
I'm Theo, a freelance Paid Media specialist. Health is my daily work: I support a full ecosystem in the sector, a clinic network, an e-commerce store for postural devices and a practitioner training organization. Ad compliance, local patient journey, appointment tracking: I know the constraints because I deal with them hands-on. I work directly, no middleman.
The rules specific to your activity on one side (health professional communication, product claims), Google's and Meta's health policies on the other. A non-compliant ad costs far more than a bad CPC: the framework gets validated before anything goes live.
Symptom, solution, practitioner or product: the search almost always comes before the decision. Structuring campaigns around that journey, and around the right area when the activity is local, is what makes it profitable.
Appointment booked with an external provider, order, quote request, call: the final goal often lives outside your site. Without measuring the trackable steps, campaigns optimize blind.
What your activity allows, what the platforms restrict, and where your leads slip away.
Symptom, solution, brand, product: one campaign per maturity stage, targeted on the right area.
Appointments, orders, calls, forms: every trackable step is wired up, and cross-checked against your real numbers.
Regular optimizations on what matters to you, a kept appointment or an order, with readable reporting.
The maximum cost per lead or per appointment your activity can afford.
Your break-even ad threshold based on your margins, if you sell products.
Your cost per appointment request, and per patient who actually comes.
The real cost of a new patient, advertising and front-desk time included.
It depends on your activity. For health professionals, the framework loosened up in 2020: factual communication is allowed, commercial messaging is still governed by the professional bodies. For products (nutrition, supplements, devices), it's the health claims that are regulated. We validate what's allowed for your specific case before anything goes live.
In France, since Decree No. 2020-1662 of 22 December 2020, a doctor may communicate about their skills, practices, career and practice conditions, in a fair and honest way, without third-party testimonials or comparisons with other doctors or facilities (Public Health Code, Article R4127-19-1). In the UK and the US, I check what your medical regulator allows before the first ad. Campaigns then start from your specialty, your practice and your area, to answer the patient who is searching.
Some medical content is restricted or subject to certification, and personalized targeting on health data is banned (no remarketing on a medical condition). The core lever stays Search: answering the patient's active search, which is both effective and compliant.
An external calendar or a call limit direct measurement, but the trackable steps are enough to steer: clicks to the booking page, calls, forms, then cross-checking with your real numbers. We scope what's measurable on your end during the first call.
Care and clinics, product and device e-commerce, nutrition and wellness, professional training. Each one has its dominant constraint: compliance on the ad side, profitability logic on the product side (feed, margins, order values).
Your business is not on the list? The working method stays the same, only the levers change.
A short form: your website, your budget, your goal. Two minutes is all it takes.
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
We start building your strategy from everything you have shared with me.
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Your activity, its regulatory constraints, your patient journey. You walk away with concrete levers, even if we don't end up working together.
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