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The 2022 Trend Archive

Retrospectives on the 2022 events that shaped premium practice marketing.

Marble lobby with a coffered ceiling, columns and navy drapes

2022 · Growth Systems

The FTC’s 2022 Kochava Lawsuit: Location Data Lessons for Practices

On August 29, 2022, the FTC sued data broker Kochava, alleging its location data could track people to reproductive health clinics, places of worship, shelters and…Oct 22, 2026 · 8 min readRead

Quiet room with a cream armchair, blue damask walls and two table lamps

2022 · Behavioral Health

The HHS Tracking Technologies Bulletin of 2022: Behavioral Health Lessons

On December 1, 2022, the HHS Office for Civil Rights issued a bulletin explaining how HIPAA applies to online tracking technologies such as pixels and analytics.…Oct 22, 2026 · 8 min readRead

Dark wood executive office with a desk lamp and leather chairs

2022 · Men's Health

The 2022 Meta Pixel Hospital Findings: What Men’s Health Clinics Learned

On June 16, 2022, The Markup reported that the Meta Pixel on many top hospital websites was sending Facebook data when people clicked to book appointments.…Oct 22, 2026 · 8 min readRead

Classic salon with gilded frames, upholstered chairs and a writing desk

2022 · Reputation

The FTC’s 2022 Fashion Nova Case: What Med Spas Learned About Reviews

On January 25, 2022, the FTC announced its first case against a company for hiding negative customer reviews. The retailer was in fashion, not aesthetics, but…Oct 22, 2026 · 8 min readRead

Dining room with a blue velvet armchair, a crystal chandelier and a gold console

2022 · Plastic Surgery

Meta Removed Sensitive Ad Targeting in 2022: What Plastic Surgeons Learned

On January 19, 2022, Meta began removing detailed ad targeting options that referenced sensitive topics, including health causes. For plastic surgery practices that had relied on…Oct 22, 2026 · 8 min readRead

Bay-window study with a wood desk, a leather chair and bookshelves

2022 · Growth Systems

Expanded Text Ads Ended in 2022: What Practices Learned About Google Ads

On June 30, 2022, Google Ads stopped allowing advertisers to create or edit expanded text ads, making responsive search ads the standard format. For private practices,…Oct 22, 2026 · 8 min readRead

Glass-roofed hall with a marble floor and potted palms

2022 · Maps & AI Search

Multisearch Near Me in 2022: What Visual Search Meant for Practices

In 2022, Google previewed and then began rolling out multisearch near me, which combined a photo with a text query to find things nearby. For private…Oct 22, 2026 · 8 min readRead

Lounge with a teal sofa, leather chairs and arched windows

2022 · IV & Wellness

Google’s Continuous Scroll on Desktop in 2022: What IV Clinics Learned

On December 5, 2022, Google began loading more results automatically as people scrolled on desktop search in the US. For IV and wellness clinics, it briefly…Oct 22, 2026 · 8 min readRead

Lounge with a cognac velvet sectional, a chessboard and warm lighting

2022 · Chiropractic

TikTok and Instagram as Search in 2022: What Chiropractors Learned

In July 2022, a senior Google executive said that in Google's own research, almost 40% of young people looking for a place to eat went to…Oct 22, 2026 · 8 min readRead

Warm study with a leather armchair, a carved desk and a tall lamp

2022 · Websites

Page Experience Reached Desktop in 2022: What Practice Websites Learned

In February 2022, Google began applying its page experience signals to desktop search. For private practices whose desktop sites were heavy, slow and cluttered with pop-ups,…Oct 22, 2026 · 8 min readRead

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