The PAS framework for health ads
How to adapt problem-agitate-solve to health ads without fear marketing: a compliance note for each step and two worked examples.
- ad copy
- pas
- meta
- compliance
- Type
- Framework
- Topic
- Advertising
- Time
- 10 minutes
- Inside
- 2 copy-ready templates, 4 checklist items, 1 table, and 1 field note
- Added
- October 14, 2026
PAS (problem, agitate, solve) is one of the classic direct-response formulas. In healthcare, the trouble is the "agitate" step: amplifying fear runs into both the Turkish Ministry of Health's advertising rules and Meta's health ad policies. So we swap agitation for clarification: describing the problem's everyday impact with familiar moments, without exaggeration.
| Step | What to write in healthcare | What to avoid |
|---|---|---|
| P: Problem | Describe the situation in general terms, in people's own words: "A lot of people missing teeth end up planning every meal around it..." | Assigning the condition to the viewer ("Missing teeth?"), shaming or condescending language |
| A: Clarify (instead of agitate) | Show the concrete, everyday impact with 2–3 familiar moments, no exaggeration: eating, talking, not being able to decide. | Fear scenarios, "if you wait too long..." threats, fake urgency, risk or loss figures |
| S: Solve (as a process) | Explain what the treatment is and how the process works; say the decision is made at the consultation; tie the CTA to a first consult. | Outcome promises, guarantees, "painless," "best," prices and discounts, before-and-after |
The rest is for members
The rest of this item includes 2 copy-ready templates, 4 checklist items, and 1 field note. Members see the full version and can copy any template in one click.
Locked sections
- Gather this before you write
- Example 1: Dental implants (Meta, local)
- Example 2: Hair transplant (Meta, decision stage)
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