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Functional Medicine

Marketing playbooks written for functional medicine practices.

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Functional Medicine Marketing for Cash-Pay Practices

Functional medicine patients research for months before they commit. Win them with clear positioning, education that earns trust and a path to enrollment that feels easy.Oct 22, 2026 · 6 min readRead

From the Trend ArchiveYear-by-year retrospectives, 2021–2025

You have reached the end of the current playbooks. Below: what changed in practice marketing each year, and what it means for you now.

Browse the archive by year

Long gilded corridor lit by hanging bronze lanterns

2021 · Functional Medicine

Cures Act Information Blocking in 2021: Lessons for Functional Medicine

On April 5, 2021, the federal information blocking regulations under the 21st Century Cures Act became applicable. For functional medicine practices that rely on detailed lab…Oct 23, 2026 · 8 min readRead

Cozy reading room with tall bookshelves, a linen sofa and patterned cushions

2021 · Functional Medicine

Google Passage Ranking in 2021: What Functional Medicine Practices Learned

In February 2021, Google began using passage ranking for US English searches, letting a specific section of a long page rank for a narrow question. For…Oct 23, 2026 · 8 min readRead

Two-story library with dark wood shelving and a reading desk

2022 · Functional Medicine

E-E-A-T in 2022: What Functional Medicine Learned From the Extra E

In December 2022, Google updated its search quality rater guidelines, turning E-A-T into E-E-A-T and naming trust as the most important member of the family. For…Oct 22, 2026 · 8 min readRead

Brass bar cart with a marble bust and candles against a white wall

2023 · Functional Medicine

The 2023 GoodRx Case: Health Data Lessons for Functional Medicine

On February 1, 2023, the FTC announced its first enforcement action under the Health Breach Notification Rule, against GoodRx. The case showed that sharing health data…Oct 22, 2026 · 8 min readRead

Professional in a white blouse writing notes at a desk beside a laptop

2023 · Functional Medicine

Google’s 2023 AI Content Guidance: What Functional Medicine Should Know

In February 2023, as AI writing tools went mainstream, Google published its position on AI-generated content. It did not ban AI. It set a higher bar:…Oct 22, 2026 · 8 min readRead

Practice lead in eyeglasses smiling while working on a laptop in a bright office

2024 · Functional Medicine

The FDA’s 2024 Lab Test Rule: What It Meant for Functional Medicine Practices

Functional medicine relies heavily on specialty lab testing. In 2024, the FDA moved to regulate many of those tests as medical devices, raising questions about how…Oct 22, 2026 · 8 min readRead

Practice manager reviewing website privacy settings on a laptop at a wooden desk

2024 · Functional Medicine

Washington’s Health Data Law Took Effect in 2024: Lessons for Functional Medicine

In 2024, a state privacy law reached beyond hospitals and HIPAA to cover the kind of wellness and health data that functional medicine marketing collects every…Oct 22, 2026 · 8 min readRead

Silver-haired professional woman in a dark blazer working on a laptop in a modern office

2025 · Functional Medicine

2025: FDA Moved to Pull the HRT Black Box. A Turning Point for Menopause Care

For more than two decades, menopause hormone therapy carried a black box warning that shaped how women and doctors thought about it. On November 10, 2025,…Oct 22, 2026 · 8 min readRead

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