Digital First, Ethics Always: Ojelabi Urges Smarter Marketing in Healthtech Sector

Adebola Toluwani

Nigeria’s healthcare landscape is undergoing a significant digital transformation, accelerated by the aftermath of the COVID-19 pandemic. One of the clearest outcomes has been the rapid growth of healthtech startups and digital health services, which are reshaping how care is accessed and delivered across the country. From telemedicine platforms and mobile diagnostics to e-pharmacies and digital wellness apps, healthcare providers are increasingly relying on digital channels to engage with consumers, making digital and product marketing more critical than ever.

This growing digital presence has brought new visibility, but it has also introduced complex regulatory and operational challenges. According to ‘Joba Ojelabi, a pharmacist and digital marketing strategist, the shift to digital in healthcare must be balanced with a strong commitment to safety, accuracy, and regulatory compliance.

The regulatory environment in Nigeria is extensive. The National Agency for Food and Drug Administration and Control (NAFDAC) oversees the promotion of pharmaceuticals, supplements, and medical devices, ensuring that all claims are evidence-based and properly approved. The Advertising Regulatory Council of Nigeria (ARCON) requires prior approval for all advertisements, including those placed on social media or by influencers. In addition, professional bodies such as the Medical and Dental Council of Nigeria (MDCN) and the Pharmacists Council of Nigeria (PCN) monitor the ethical conduct of registered practitioners in public communications.

While each of these institutions plays an essential role in protecting public health, their overlapping responsibilities can create practical bottlenecks for marketers. A single campaign may need clearance from NAFDAC for content, approval from ARCON for format, and ethical validation from MDCN or PCN if licensed professionals are involved. These multiple layers of approval often lead to delays, increased costs, and inconsistent feedback.

In response, some marketers have taken shortcuts, particularly on social media, by bypassing approval processes altogether. This poses significant risks, as seen in recent ARCON enforcement actions against brands and influencers promoting unregistered herbal remedies without regulatory consent.

Compounding the challenge are the content policies of global platforms such as Meta and Google. These platforms apply their own advertising standards, including bans on unverifiable health claims and requirements for certification when promoting pharmaceutical products. These rules are enforced independently of Nigerian regulatory authorities, making it more difficult for brands to align both local and international requirements.

To thrive in this environment, healthtech firms and healthcare marketers are encouraged to integrate regulatory compliance into the core of their marketing strategies. This includes maintaining pre-approved content libraries, consulting regulatory bodies early in the planning phase, and investing in staff training on advertising ethics and platform policies. Combining digital outreach with offline and community-based engagement also remains vital, especially in areas with limited internet access and digital literacy.

As healthtech continues to expand, and as Nigerians increasingly turn to online sources for health information and services, the importance of responsible, well-regulated marketing will only grow. The future of healthcare communication in Nigeria lies in the ability to balance innovation with accountability, reach with relevance, and growth with trust.