Health & life sciencesFlagship industry
Trust is earned on the shelf, the search result and the pharmacist’s counter.
Over-the-counter medicines, supplements, personal care and wellness brands, where every claim has a rule behind it. We build the brand systems, claims libraries and content that let a portfolio say more, in more markets, without saying the wrong thing.
Where the rules biteMap of all forty-one industries
What is shifting
Shoppers now meet a claim in a search answer, a creator’s post or a thumbnail long before they meet a pharmacist. Each shift names what it now demands, with a signal you can check.
It demandsContent that answers health questions accurately without drifting into cure claims.
SignalSearch engines and assistants now answer symptom questions directly, before any brand is named.
It demandsOne brand system that holds across markets, packs and pharmacy shelves.
SignalOnline listings must carry the pack’s mandatory declarations under the Legal Metrology rules.
It demandsClaims written once, approved once and reused everywhere they are allowed.
SignalASCI requires health and nutrition influencers to hold and disclose a relevant qualification; since April 2025 that applies to technical advice, not generic promotion.
It demandsConsent per purpose for every question a site or app asks.
SignalThe DPDP Rules were notified on 13 November 2025; their core obligations apply from 13 May 2027.
The rulebook
The advertising codes, the drug and food regulators and the data law, read for a consumer-health portfolio. Your medical, legal and regulatory reviewers keep sign-off; we design so their queue moves faster.
Frameworks we build to
Frameworks we design and build to — not a claim of certification.
Shapes most of the work
Advertising Standards Council of India
Self-regulatory code for Indian advertising: substantiated claims, honest comparisons and clear labels on paid and influencer content.
We designEvery claim carries its evidence reference before it can be drafted into copy.
ASCI · Code for Self-Regulation of Advertising Content
Advertising Standards Council of India
Influencers who give technical health or nutrition advice must hold a relevant qualification and disclose it up front; generic, non-technical promotion is exempt. Every paid post carries an ad label.
We designCreator briefs carry the disclosure label and a credentials check; no unqualified voice gives health advice.
ASCI · Guidelines for Influencer Advertising in Digital Media; health and nutrition update, August 2023; Addendum II, April 2025
Central Consumer Protection Authority
Consumer Protection Act guidance on substantiation, disclaimers that may not contradict the claim, and due diligence by endorsers.
We designDisclaimers are designed at the same size, place and speed as the claim they qualify.
CCPA · Guidelines for Prevention of Misleading Advertisements and Endorsements, 9 June 2022 Official text: CCPA misleading-ads guidelines, 2022
Shapes most of the work
Government of India
Bars advertising that promises to cure or prevent the diseases and conditions in its Schedule — copy is screened against it.
We designA blocked-claims list built from the Schedule runs on every draft, human or AI.
Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954
CDSCO, Ministry of Health
Rule 106: no drug may claim to prevent or cure the diseases and ailments listed in Schedule J — from asthma and diabetes to obesity and premature greying — or convey that idea.
We designThe blocked-claims check every draft passes through holds Schedule J’s conditions, word for word.
Drugs and Cosmetics Rules, 1945 · rule 106 and Schedule J (as substituted in 1996) Official text: Drugs Rules, 1945 · Schedule J
CDSCO, Ministry of Health
Rule 36: no cosmetic may claim, or convey any idea, that is false or misleading to the person who uses it.
We designPack and listing copy for personal-care lines is checked against what the product is registered and tested for.
Cosmetics Rules, 2020 · rule 36 Official text: Cosmetics Rules, 2020 · claims
Food Safety and Standards Authority of India
Health claims on foods and supplements need scientific substantiation; claims to prevent, treat or cure a disease are not allowed.
We designNutraceutical claims are mapped to their substantiated wording before production starts.
FSS (Advertising and Claims) Regulations, 2018 Official text: FSSAI Advertising and Claims Regulations, 2018
Department of Pharmaceuticals
Governs promotion to healthcare professionals: evidence-based material, no gifts or inducements, and compliance declared by companies each year.
We designPharmacist and doctor programmes are designed without inducements and with evidence on every message.
Department of Pharmaceuticals · UCPMP, notified 12 March 2024 Official text: Uniform Code for Pharmaceutical Marketing Practices, 2024
Often shapes the work
Ministry of Electronics and IT
Clear notice, consent for each purpose, withdrawal as easy as consent, verifiable parental consent for under-18s and breach reporting to the Data Protection Board.
We designConsent is captured per purpose and logged; answers to health questions never reach ad targeting without it.
DPDP Act, 2023 · DPDP Rules, G.S.R. 846(E), 13 November 2025; core obligations from 13 May 2027 Official text: DPDP Act, 2023 and DPDP Rules, 2025
Compiled 2 October 2026. Our reading of typical programmes, not legal advice. Rules change; your counsel confirms how each one applies to you.
Challenges
Shoppers want answers they can act on. Your teams need every asset to clear medical, legal and regulatory review. Both sides of the brief, as we hear it.
Buyers compare symptoms, ingredients and reviews long before they meet a pharmacist.
Plain-language claims that stay inside what the evidence supports.
Content that informs without diagnosing, dosing or promising a cure.
What we build
The claim is the product here, so the brand system and the content line carry most of the work. Every line links to the capability that does it.
Brand systems and pack architecture that survive nine markets and three retail formats.
Claims libraries, approved-copy modules and a production line for each market.
AI drafting inside guardrails: blocked claim lists, human medical-legal approval, audit logs.
Consent-led CRM and pharmacist programmes that respect health-data rules.
Search and AI visibility for health questions, on fast, accessible sites.
Symptom-led content hubs and product finders, tested with real shoppers.
Programmes
The way in maps every claim, where it appears and who approves it; what follows is shaped by what that map shows. Lengths are typical, never promised.
The way in
We map every claim you make, where it appears and who approves it, then show where the review queue and the risk sit.
What it hands over
02Milestone · 4–9 months
One system for packs, shelves and screens, rolled out market by market with the claims each market allows.
MovesPack and shelf recognition in market testing
Services: Logo & identity system · Packaging design · Brand guidelines
Enquire about Multi-market brand system and pack refresh03Project · 8–12 weeks
Approved claims and their evidence in one library; AI drafts only from it, and medical and legal reviewers approve.
MovesShare of assets passing claims review first time
Services: Brand voice & copy model · Voice-aware copy assistant · Brand fidelity evaluation
Enquire about Claims library with AI-assisted, human-approved drafting04Project · 6–10 weeks
Answers to the questions buyers ask, written from approved claims and structured so search engines and assistants can cite them.
MovesShare of search and AI answers citing the brand
Services: AI search visibility (AEO & GEO) · Content strategy & editorial plan · Website
Enquire about Symptom-led content hub for search and AI answers05Retainer · Ongoing
Evidence-led, inducement-free communication with pharmacists and doctors, designed to the 2024 marketing code.
MovesOpt-in and engagement among pharmacists
Services: Lifecycle marketing programme · Email, SMS & WhatsApp set-up
Enquire about Pharmacist and HCP engagement programmeHow success is measured
The number we moveFirst-time claims approval
AI, under the rules
Each use case runs inside a guardrail built from the rules above, with a medical or legal reviewer approving what matters and a log a regulator could read.
Use case 01
Measured byShare of drafts passing review first time
Tested forOWASP LLM09 · Misinformation
Ships only with its evaluation set, its guardrail and an owner
Use case 02
Measured byAnswer accuracy on an agreed evaluation set
Tested forOWASP LLM02 · Sensitive information disclosure
Ships only with its evaluation set, its guardrail and an owner
Use case 03
Measured byCreator posts approved without rework
Tested forOWASP LLM05 · Improper output handling
Ships only with its evaluation set, its guardrail and an owner
A deliverable, in working code
The same check every AI draft passes through. Type a claim, or load one of ours, and see what it flags and why. Illustrative, and never a substitute for your reviewers.
Claim under review“Clears a blocked nose in five minutes.”
Blocked at draft“Cures asthma for good.”
Claims to cure a condition listed in Schedule J — stopped before review.
Every step is logged with the reviewer and the time.
It runs the lists every AI draft passes: Prevent-or-cure words · Schedule J conditions · Claims that need evidence first.
Needs evidence firstAttach the study or data behind “minutes” before it goes to review.
What it shows
An illustrative claims approval trail: one claim moves from AI draft through evidence, a blocked-claims check and medical review into legal review, while a claim to cure asthma, a condition in Schedule J, is stopped before review. A checker runs the same blocked-claims list on any claim you type.
Figures
Every number here is an illustration of how the deliverable reads, never a client result.
Work and insights
Consumer-health projects, anonymised until each client approves the write-up, and what we have written on the rules above.
All work in consumer health
Nine markets, one brand system
Hold one brand across nine markets without slowing any of them down. Read the project
Global content production from one source
Make each asset once, then adapt it for every market. Read the project
A typical programme · composite
A consumer-health portfolio across nine markets moved to one brand system and one approved-claims library, so every market ships from the same rules.
Anonymised and illustrative: the shape a programme takes, never a named client.
No. We design and build to the codes and rules, and we make your medical, legal and regulatory review faster. Your reviewers and counsel keep sign-off.
AI drafts only from claims your team has already approved, with a blocked-claims check on every draft. A person approves every asset, and the model cannot publish.
Prescription medicines are not advertised to the public in India, so our work there is limited to healthcare-professional programmes under the 2024 marketing code and to corporate brand work.
Yes. The claims library and the brand system hold each market’s differences — what it allows, in its language — without forking the brand.
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Tell us what you’re building. We’ll answer straight.
01About 2 minutes
You get A reply from a lead, not a sales queue
02About 8 minutesMost useful
You get Options and a first scope after one call
03About 15 minutes
You get Receipt confirmed and a named bid lead
Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced
