For health and wellness brands

Health and wellness brands sit at a particularly uncomfortable intersection: their marketing reaches the public the way a consumer brand does, but their substantive claims and data practices live in territory the FTC, FDA, and state regulators care about. App stores treat them differently. Payment processors treat them differently. Privacy laws treat health-adjacent data more strictly than ordinary consumer data, sometimes even when the brand does not consider itself to be in healthcare at all.

The writing here is for the operators inside those brands. It tends to focus on substantiation of claims, where HIPAA actually applies and where it does not, the practical reality of state health privacy laws, and the contractual structures that keep marketing teams, vendors, and clinical partners out of each other's regulatory fault lines.