For IOP and PHP programs
Book a strategy callIOP and PHP program marketing: ads that fill census
Telehealth Media makes paid social ad creative for intensive outpatient (IOP) and partial hospitalization (PHP) programs. We make the videos and statics, write the angles behind them, and analyse the funnel and landing page. On Performance Partner, we also buy the media and run the ad accounts on Meta and TikTok.
This page is part of our behavioral health marketing section. It defines IOP and PHP, explains what census means for these programs, and covers ads for patients and for referral partners.
What IOP and PHP are
The federal Medicare regulations at 42 CFR 410.2 define both partial hospitalization services and intensive outpatient services as a distinct and organized intensive ambulatory treatment program that offers less than 24-hour daily care, other than in an individual’s home or in an inpatient or residential setting. The two definitions point to separate sections, 42 CFR 410.43 for partial hospitalization and 42 CFR 410.44 for intensive outpatient, for the services each program furnishes.
Source: eCFR: 42 CFR 410.2 Definitions. Checked on 31 October 2026.
Programs may treat mental health conditions, substance use or both. The rules for their ads depend on what the program treats, as set out in the compliance section below.
What census means for these programs
Census is the number of patients enrolled in a program at a given time. An IOP or PHP runs in groups and on a schedule, so each program has a set number of places. Open places are what ads try to fill.
Programs with several locations track census for each one. That means ads often need a version for each location: the same angle, with the location, the schedule and the way to start changed for each.
For platforms that fill many programs at once, see patient census ads.
Ads for patients
Patient ads speak to the person looking for care, or to a family member looking on their behalf. Angles stay with what the program offers and can show:
- What a day or a week in the program looks like.
- How the program fits around work or school, if it offers evening or part-day schedules.
- How the first call and admission work.
- Whether the program is in person, online or both.
Formats that fit: animated explainers that show a situation without a real patient, a calm voiceover over the setting, and a static that lists what to expect. We do not write outcome promises.
Ads for referral partners
Referral partners are the clinicians, case managers, hospitals and other programs that send patients to an IOP or PHP. Their ads are different: they explain the levels of care, who the program is for, and how a referral works.
Formats that fit: a short explainer of the referral steps, a static that lists the levels of care and contact details, and a webinar invite for partners.
What a batch includes
A batch is one angle made into 10 ads: 5 videos in different formats and 5 statics. The batch goes into one ad set.
Every video in 9:16 and 4:5. Revisions are included on every ad. Each batch can include versions for each location, with files named to your naming convention and sorted by angle.
Rules that apply to these ads
Each rule links to its official page. Programs that treat substance use follow the addiction treatment rules; mental health programs follow the health and wellness rules.
Meta health and wellness ad policy
For: Patient census ads and any ad about a health product
Meta's Health and Wellness policy says ads for these products must be targeted to people at least 18 years or older. It does not allow ads that contain statements of inferiority about physical appearance. For weight loss products that require a prescription, it refers advertisers to its Drugs and Pharmaceuticals policy.
Source: Meta Transparency Center: Health and Wellness. Checked on 31 October 2026.
LegitScript Addiction Treatment Certification
For: Addiction treatment programs that advertise online
LegitScript says providers may qualify if they offer licensed addiction treatment services in the US or Canada, in person or remotely. It says lead generators, call centers and marketers that refer patients to other providers for compensation may not qualify, and neither may a sober living home or recovery residence without licensed clinical services. It says the certification is trusted by Google, Meta, Nextdoor and Microsoft.
Source: LegitScript: Addiction Treatment Certification. Checked on 31 October 2026.
Meta policy on drug and alcohol addiction treatment ads
For: Addiction treatment ads that target people in the United States
Meta's policy says advertisers can run ads for drug and alcohol addiction treatment in the United States as long as they are certified with LegitScript and have written permission from Meta. It also says eligible advertisers must provide evidence that their activities are appropriately licensed.
Source: Meta Transparency Center: Drug and Alcohol Addiction Treatment. Checked on 31 October 2026.
Google Ads policy on addiction services
For: Addiction treatment ads on Google
Google's Healthcare and medicines policy says Google restricts the promotion of recovery-oriented drug and alcohol addiction services. In the United States, the advertiser must be certified as an addiction services provider by the LegitScript Certification program and must also be certified with Google, and not all addiction services are eligible for LegitScript Certification. In Canada, the advertiser must be certified by LegitScript's Addiction Treatment Certification program. In Australia, France, Ireland and New Zealand, Google allows these ads from government entities only.
Source: Google Ads policy: Healthcare and medicines. Checked on 31 October 2026.
This is general information about platform policies and FTC guidance, not legal advice. Check the current page before you run ads.
Related pages
Questions
What is the difference between IOP and PHP?
The Medicare regulations at 42 CFR 410.2 define both as a distinct and organized intensive ambulatory treatment program that offers less than 24-hour daily care. They point to separate sections, 410.43 and 410.44, for the services each furnishes. The source is linked on this page.
What does census mean for an IOP or PHP?
Census is the number of patients enrolled in a program at a given time. A program with open places has room in its census; ads aim to fill those places.
Do you make ads for referral partners?
Yes. Referral partner ads speak to clinicians, case managers and other programs. They explain the levels of care a program offers and how a referral works.
Do IOP ads need LegitScript certification?
If the program advertises addiction treatment, Meta's and Google's policies require LegitScript certification in the United States. Mental health programs follow Meta's health and wellness rules. The sources are linked on this page.
How do we start?
Book a strategy call. We look at your ad account, your programs and your locations, and agree how many batches to start with. Pricing is shared on the call.
Book a strategy call
Tell us about your programs and locations. We will look at your ad account and agree how many batches to start with.
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