Creative Healthcare Advertising Campaigns: Learn from Agencies & Brands
Emotional, engaging, attracting: these 3 words are the first things that come to mind when we talk about healthcare advertising campaigns conducted by a hospital, medical center, or healthcare professionals such as doctors and nurses. We’re used to the advertising of products and certain services yet marketing can go beyond all the services that we’re used to. Many hospitals and healthcare services benefit from the power of marketing and create a variety of advertising campaigns to promote themselves.
Hospital advertising campaigns are an effective way to get the word out about the services available, increase patient engagement and attract new ones. These promotional campaigns are used to promote and raise awareness of hospitals and can be used to target both existing and potential patients and can be tailored to meet the needs of the target audience. The goal here is to drive brand recognition and create a positive perception of the hospital or the healthcare brand and its services.
Benefits of Healthcare Advertising Campaigns
Hospital advertising campaigns are used to generate positive sentiments about the healthcare organization and its services, as well as to increase referrals. Additionally, it’s a great way to raise awareness of specific services or treatments available, such as mental health services or cancer treatments.
Healthcare advertising is essential for organizations for them to communicate their commitment to patient care, state-of-the-art technology, and medical expertise. It definitely helps improve the hospital’s reputation and credibility among patients, physicians, and other stakeholders. However, you should note that advertising for hospitals must be done in an ethical and responsible manner, adhering to industry standards and regulations.
With that said, we recommend you partner with healthcare marketing agencies that can provide you with an excellent marketing campaign while making sure they all suit the industry standards. As a great example of these kinds of agencies, here is our list which includes healthcare marketing agencies in Australia.
Finally, it is crucial to remember that hospitals should focus on providing high-quality patient care and building strong relationships with patients and physicians, in addition to advertising efforts.
Crafting an Effective Healthcare Advertising Campaign
Just like any other digital marketing campaign, creating an effective hospital advertising campaign requires careful planning and consideration. One of the most important aspects of healthcare marketing is building trust with patients. They want to feel confident that they are receiving quality care from a reputable provider, so healthcare organizations need to establish a strong brand image and reputation. Below you’ll find all the tips to help you create an effective campaign to achieve your goals for your company.
Determine Your Unique Value Proposition
The first step in creating an effective hospital advertising campaign is to identify your target audience. Knowing who you are targeting will help you create ads that resonate with them and get them to act. Make sure you take into account the demographics of your target audience, such as age, gender, location, and income level when crafting a marketing campaign. This will help you create ads that are tailored to their needs and interests. What sets your healthcare organization apart from the competition? This is an important question to ask yourself. Determine your unique value proposition and highlight it in your advertising campaign.
Crafting the Right Message
Once you have identified your target audience, it is important to craft the right message for your hospital advertising campaign. You want to create a message that will resonate with your target audience and get them to take action. Use language and visuals that are easy to understand and resonate with them. Also, consider the benefits of your organization and its services, as well as the unique features that make it stand out from others.
At this point, we need to remind you that creating the right message and hitting the bull’s eye is not always a picnic. In case you have a wide range of services or no defined target audience, it is best to team up with a healthcare agency in your hood. Searching for a healthcare marketing agency in Canada can be a good start.
Set a Budget
Before embarking on any advertising campaign, you should set a realistic budget for it to have a clear understanding of how much you can spend and what kind of advertising options are available to you. The first step is to determine your goals so that you can see how much money you can realistically afford to spend on advertising while still achieving your desired results. This means considering the costs associated with each advertising channel, including production costs, media placement fees, and any other expenses that may arise.
Develop a Timeline
It’s essential to be able to see the roadmap you’d like to follow when it comes to crafting an effective digital marketing campaign. Your timeline should include key milestones and deadlines, such as the launch date, production deadlines, and distribution schedules so that your project becomes more visible and realistic to you.
Evaluating the Effectiveness of Your Healthcare Advertising Campaign
Once you have launched your hospital advertising campaign, it is crucial to evaluate its effectiveness. You should track key metrics such as website traffic, conversions, and engagement to see how your campaign is performing. This will help you identify areas of improvement and make changes to your campaign as needed.
Bonus
As mentioned above, you should be aware that ensuring your advertising campaign complies with industry standards and regulations, such as HIPAA regulations and advertising guidelines from organizations like the American Medical Association (AMA) is highly crucial. By following these key steps and ensuring compliance, you can create an effective healthcare advertising campaign that reaches and resonates with your audience.
For you to get inspired, we’ve gathered the best healthcare advertising campaigns from brands as well as a few inspiring case studies from healthcare marketing agencies below!
Best Healthcare Advertising Campaign Examples by Brands and Organizations
There are many award-winning successful healthcare marketing campaigns that have been used to promote hospitals and their services. Here are a few:
Seattle Children’s Research Institute | Meet Jiana
The physicians referred to Jiana as a “textbook baby” since she had severe epilepsy that could only be treated by the most extreme brain surgery. Only two weeks old, she was. Jiana required a procedure known as a functional hemispherectomy, meaning the disconnection of one half of the brain. Even for adults, let alone a kid that is only two months old, this surgery is particularly challenging. However, the strong Jiana and the successful and brilliant team of the Seattle Children’s Research Institute were able to make it succeed. Since surgery, little Jiana was seizure-free.
KGH Foundation – We See You
Mental Health encompasses our emotional, psychological, and social well-being, and influences how we think, feel, and behave. It is perhaps one of the most difficult health challenges we face as people and it is ever important to raise awareness for those who are in need.” We See You,” an excellent marketing campaign from the KGH Foundation, raises awareness for people who are experiencing anxiety, stress, or depression and are unable to express themselves to others.
Dana-Farber Bringham Cancer Institute | Change The World
Dana-Farber has been at the forefront of cancer research for almost 75 years, from developing chemotherapy to harnessing the immune system. The discovery of PD-L1, a protein that cancer exploits to evade the immune system, was significant. Cancer can be combatted by the immune system by blocking the PD-L1 pathway. Due to a discovery made by the Dana-Farber Cancer Center, immunotherapy is now a popular method of cancer treatment all over the world. By interviewing a few patients who claim that this treatment saved their lives, the campaign video shows how the institution was a pioneer in the field.
American Heart Association | Life is Why
The American Heart Association and American Stroke Association’s new anthem is called Life is Why. Life is Why was created to explain the organization’s aim to create a world free of heart disease and stroke as well as to capture the energy of the expanding organization and the passion of its members.
New York Presbyterian Hospital
We need to warn you to try not to cry before watching this campaign. The video marketing strategy used by New York Presbyterian Hospital is an excellent illustration of storytelling done in an intensely emotional manner. The video below follows Michael Kiernan, one of the hospital’s patients, who had a severe heart attack while on a train. Dr. Sonia Tolani and Tony Medaglia, who happened to be nearby at the same time, performed 100 chest compressions for 23 minutes while Michael Kiernan was clinically dead. And all these efforts helped him come back to life.
St. Jude Children’s Research Hospital | Thanks and Giving
This emotional campaign encourages people to donate to St. Jude Children’s Research Hospital during the holiday season to support the hospital’s mission of finding cures and saving children’s lives.
Pfizer | Get Old
This campaign aimed to change the way people think about aging by promoting the idea that getting old is something to celebrate, not fear. Pfizer’s campaign focused on the idea that getting older is an art and promoted the idea that aging is an opportunity to learn, growi and enjoy life.
Healthcare Marketing Case Studies by Digital Marketing Agencies
Digital marketing agencies are the keystones of any type of advertising you’d like to conduct for your product, service, or organization. You may need help with rebranding, or social media campaigns to reach out to your potential patients or maybe all you need is a brand-new medical and healthcare website design. Thus, we’ve listed a few of the greatest case studies from a selection of marketing agencies providing healthcare marketing services for healthcare organizations:
eDesign Interactive
OINJ, a client of eDesign Interactive, needed to distinguish itself from the local competitors by establishing itself as an expert in the field of orthopedics. Their old website had an outdated design and a poor SEO strategy that hindered both paid and organic search results. In order to understand the viewpoint of the physician for each stage of the patient experience, the eDesign team started by interviewing key stakeholders from all therapeutic areas at OINJ. Then, depending on the demands of the patients, they created a creative brief and a site map that would offer the best available pathways for navigation.
The eDesign team developed a content strategy that includes updating and modifying old content as well as collaborating with a medical copywriter to produce fresh, educational blog posts to teach patients on particular diseases. They provided quick visibility of phone numbers, along with SEO optimization and the creation of a new, simplified logo, a top priority in the new design because they understood how crucial it was in emergency situations.
Devotion
Customers could choose their providers or replace their current ones in the Aged Care and Disability industries, rather than being forced to use a small number of businesses that received government financing. Unfortunately, Just Better Care, the client of Australia-based digital marketing agency Devotion, was left behind. In order to improve the effectiveness and efficiency of site management (by the corporate office and the franchisees), Just Better Care needed to be improved.
They needed to speed up their website load time and optimize them for SEO at the same time. Devotion handled the task by considering both JBCA’s internal (franchisees) and external (customers) audiences: in addition to functioning for both current and potential clients, the site also required to allow franchisees and the marketing team to manage content effectively. A few of the services provided by Devotion include UX/ UI design, Transformation strategy, Content, SEO, and Data strategy and more.
They received the following results:
- 63% increase in Phone Calls.
- 30% increase in users
- 27% increase in sessions
- 15% increase in organic users
- 8.8% decrease in bounce rate
xPlore Digital
Evoqua Water Technologies, a client of xPlore Digital, wanted to increase lead generation and conversion. They sought to achieve this through establishing their brand’s reputation and authority online. xPlore Digital conducted deep drive audience reach while developing a new brand narrative to recentre their positioning and highlight USPs in order to raise Evoqua’s visibility and transform its website into a traffic and lead generator.
They also developed engaging content based on the difficulties and motivators of their market. Through this strategy, Evoqua was able to contextualize and highlight the value of their product and offering to consumers while also presenting themselves as thought leaders on a variety of industry-specific topics. Finally, by securing PR content in prestigious industry magazines, xPlore Digital expanded their reach.
Conclusion
When creating a hospital advertising campaign, it is important to identify your target audience, craft the right message, utilize different digital marketing strategies to reach your target audience, and evaluate the effectiveness of your campaign. There are many successful marketing agencies that you can partner with for an effective campaign for your organization. By following these tips, brands and agencies can unlock the potential of hospital advertising campaigns and make an impact!
