HCP marketing in Canada has always faced a structural challenge: delivering clinically relevant messages to small, highly specialized audiences at scale.

Because Canadian specialty populations are naturally smaller than those in the US, digital platforms have historically required marketers to bundle audiences or expand reach simply to meet technical minimums. The result was often broader targeting than the clinical strategy intended.

That constraint has now changed.

Google has lowered its Customer Match minimum audience size from 1,000 users to 100. This update allows specialty-level HCP audiences that were previously too small to activate to be used independently across the Google ecosystem.

Why This Matters for Canadian Healthcare Marketers

Many therapies apply to a narrow group of specialists. Until now, reaching those clinicians digitally often required expanding audiences beyond the most relevant HCPs simply to activate a campaign.

With the lower audience threshold, marketers no longer need to default to broader targeting when precision is required. Campaigns can stay focused on the specialists most aligned with a therapy, without inflating audience size or diluting clinical context.

This does not replace broad targeting. Broad audiences remain essential for awareness and education campaigns. What changes is flexibility. Audience strategy can now be driven by campaign objectives, not platform limitations.

What This Unlocks for Campaign Planning

WWith smaller audiences now eligible for activation, marketers gain more control over how media aligns with clinical strategy.

In practice, this means:

  • Specialty audiences can be activated independently
  • Messaging can reflect a specific clinical context
  • Media budgets can stay focused on the most relevant clinicians

Broad targeting still plays an important role in awareness and scale. The difference is that precision no longer needs to be sacrificed for technical reasons.

The Role of High-Quality Audience Data

This update creates opportunity only when the underlying audience data is structured appropriately.

Wrango’s Canadian HCP catalogue is organized by verified profession and specialty. With Google’s updated thresholds, more of these specialty audiences can now be activated without modification or expansion.

For marketers, this enables more intentional audience planning that aligns media execution with campaign goals rather than platform constraints.

The Takeaway

Google’s reduced audience minimums do not change the fundamentals of healthcare marketing. They expand flexibility.

For Canadian Pharma brands and agencies, this update makes it easier to:

  • Plan specialty-level campaigns
  • Maintain clinical relevance
  • Choose targeting strategies based on objectives, not limitations

As platforms evolve, the advantage goes to teams that pair these changes with thoughtful audience design and high-quality data.

Connect With Our Team Today

Whether you are revisiting a niche campaign or planning a new launch for a specialized therapy, Wrango supports every stage of your strategy.

Book a demo with our team to learn more about our audience catalogue and activation services.