HerMD, a women's health startup, faces advertising challenges where terms like 'menopause' and 'sexual health' lead to rejections on social media. Such restrictions limit access to vital information and healthcare services for women. To combat this, HerMD partnered with Elevate to utilize a custom LLM, EPIC, that analyzes data to enhance targeting. Adjustments included changing ad imagery from body-centric visuals to 'real-world imagery' to avoid content flags from platforms like Google and Meta, enabling broader reach to the intended audience.
HerMD's ads were getting rejected and removed from social platforms due to supposedly inappropriate content, like using the words "menopause" and "sexual health."
Advertising restrictions on platforms like Meta, Google and Pinterest often flag keywords and images used in women's health care ads, preventing those ads from reaching their target audience.
HerMD partnered with Elevate, a marketing agency that developed a custom-trained LLM called EPIC to understand ad rejection reasons and improve targeting.
To avoid ads being flagged or taken down, HerMD refined its imagery to use 'real-world imagery' instead of any focus on bodies or skin.
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