Running a gym, spa, or wellness brand comes with challenges—especially when you’re relying on Facebook ads. Plenty of health businesses have noticed their ad results slipping on the platform. Lower returns, unpredictable reach, and ad rejections are becoming common issues. But you do have other options. Local media channels, like those at McClatchy, continue to offer more reliable results for health campaigns looking to reach engaged, health-minded audiences.
Why Facebook’s Ad Policies Are Challenging for Health Advertisers
Getting health and wellness ads approved on Facebook has become a tough process for many businesses. Meta’s ad rules now limit both messaging and targeting, especially when it comes to promoting health-related services or products. You might even lose access to simple tools, like tracking who’s adding items to their cart.
Sometimes, even when you follow the rules, the algorithms flag legitimate ads or freeze accounts. That can mean delays, wasted spend, and campaigns put on hold with little explanation. These problems are frustrating, but you don’t have to settle for them.
McClatchy provides a more predictable alternative. When you run your health campaigns through McClatchy’s local media, your ads don’t get stuck in automated reviews. You have clear insight into your results and don’t have to worry about sudden policy surprises or account shutdowns. Ads placed through McClatchy’s local news partners won’t get caught in ambiguous reviews. You maintain full campaign visibility, so you know exactly what’s working.
Why Trust in Social Media Health Ads Is Declining
People are growing more skeptical about health ads on social platforms. They see a mix of unproven claims, lookalike products, and miracle cure promises alongside real health services, which erodes confidence in what’s legitimate. Even established wellness brands can struggle when their ads appear next to questionable content.
This is where McClatchy stands out. Local news sites in the McClatchy network have built trust by serving their communities with reliable information for years. Advertising your health brand in this trusted setting doesn’t just separate you from the noise; it shows audiences you value credibility and honest communication. That’s an advantage you won't find on crowded social feeds.
Facebook Ads Are Becoming Less Effective
Many wellness brands are eager to stand out online, but Facebook’s crowded ad feed gets more expensive every year—while results for health businesses keep slipping. Bigger brands with deeper pockets dominate, pushing costs higher and making it tough for smaller or local companies to break through. It’s easy for your campaign to get lost among a blur of promotions.
McClatchy takes a different approach. Ads placed alongside reliable local health news and advice reach readers who are already looking for credible information. That focus helps your marketing budget stretch further, connecting you with people who care about your message and trust the source. For many health brands, this local connection delivers more meaningful engagement than what you’ll find on busy national platforms.
What are Alternatives to Meta for Health Campaigns?
Many health marketers are finding greater success when they shift focus away from Facebook and toward channels that promote trust and control over their messaging. McClatchy offers several options that give your campaigns the space and credibility needed to connect with your audience. These alternatives aren’t just about reducing noise—they’re about putting your message in front of people who are genuinely looking for health information and services.
How Health Brands Can Achieve Better Results Outside Facebook
- Search Engine Marketing (SEM): SEM reaches people searching for gyms, wellness programs, or health services right when they need them. For example, a spa working with McClatchy increased its click-through rate to 6.14% by focusing on relevant keywords—well above what’s typical in the industry.
- Targeted Email Campaigns: Email connects you directly with both current and potential customers, making engagement more personal. Campaigns run through McClatchy have seen open rates 40% higher than the norm, reflecting loyal interest and action from recipients.
- Local Display and Sponsored Content: Advertising on trusted news sites puts your brand in front of readers who already value the source. Sponsored content, in particular, is an opportunity to demonstrate expertise while building credibility.
When wellness brands use these targeted tools through McClatchy, they get more than isolated campaigns. Omni-channel plans are customized around specific outcomes. For example, a spa that combined SEM, email marketing, and display with McClatchy reached over $230,000 in sales, achieving a 4x ROI.
How to Build an Effective Health and Wellness Marketing Plan
Health and wellness brands are seeing fewer results on Facebook with each passing year. Policy shifts, public skepticism, and higher ad costs force marketers to rethink where—and how—they reach potential customers.
Working with McClatchy opens new channels that connect your brand with real people in trusted, respected local news environments. Whether it’s search campaigns or sponsored content, these strategies prioritize brand safety and real engagement. When your message appears where people turn for facts and advice, those audiences are more likely to take action.
