We all care deeply about health. Our health, the health of our loved ones, and the health of everyone around us motivate us to change our lifestyles, work hard, and even move countries in search of better life conditions.
So healthcare marketing has enormous power and influence that can’t be overlooked. But – in true superhero fashion – with great power also comes incredible responsibility.
In this article, you’ll see how some of the most successful companies deliver responsible yet effective advertising. And learn how to overcome the unique challenges that come with healthcare advertising.
Here are the 18 most influential healthcare marketing campaigns to inspire your team’s strategy.
1. Cleveland Clinic – Empathy: The Human Connection to Patient Care
Back in 2013, one of the biggest medical centers in the US, Cleveland Clinic, released a powerful video highlighting the importance of empathy in healthcare. The ad follows patients, families, and medical professionals walking through the clinic’s hallways, sending an important message. Everyone has their own story – whether it’s a happy or tragic one.
Understanding that the person standing next to you might be having one of the most challenging days of their life brings us closer and helps us be more compassionate.
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2. CVS Health – We Quit
Five years ago, one of the biggest healthcare organizations in the US, CVS, stopped selling tobacco. And they celebrated this big milestone with an impactful “We Quit” campaign.
The commercial sends a simple yet powerful message about how much easier it is to breathe with full lungs when you’re not smoking.
Besides making this bold move, CVS Health also announced its commitment to helping people quit smoking, reinforcing its brand’s mission to promote health.
3. Dove – Courage is Beautiful
Dove has been known for years as a beauty brand that aims to promote a healthy body image. And the campaign they created to celebrate frontline workers during the COVID-19 pandemic was no different.
By showcasing images of carved faces from the masks and other protection healthcare workers were using at the time, Dove sent a strong message. This was followed by the statement about their donation to the Direct Relief charity – organization which helps care for frontline workers in the US.
The campaign strongly resonated with the public and evoked an emotional response nationwide.
4. National Health Service (NHS) UK – “Stay Home, Save Lives”
When the Coronavirus first spread, the world went into panic mode almost instantly. There was an urge to spread the message of the importance of staying home to literally everyone. During that time, the NHS in the UK created a straightforward and effective campaign urging people to stay home to protect the NHS and save lives. The ad used direct messaging and emotional storytelling to convey the severity of the situation.
5. Pfizer – Science Will Win
What were the odds of the COVID-19 pandemic happening, forcing the entire world to close down for almost two years? Relatively small, right?
The chances of global health challenges seem small, but we still have science to help us when things get tough. At least that’s what Pfizer told us in its powerful “Science Will Win” campaign, which was released during the pandemic.
The ad featured scientists and researchers working diligently to develop vaccines, positioning this healthcare organization as a leader in the fight against the virus. Considering that Pfizer was one of the biggest COVID-19 vaccine suppliers in the world, it looks like they have proved their point.
6. Kaiser Permanente – Thrive Your Way
What if a healthcare ad wasn’t about treating an illness but leading a healthy life instead? That’s what the healthcare giant, Kaiser Permanente, communicated as part of their “Thrive Your Way” campaign.
The campaign used a series of ads focusing on proactive health and wellness, promoting a balanced lifestyle. They featured relatable scenarios paired with emotional messaging, encouraging people to choose a healthier lifestyle by doing things like taking the stairs instead of using an elevator.
7. Walgreens – This is Our Shot
Another great example of healthcare advertisement during the COVID-19 pandemic was from the healthcare conglomerate, Walgreens. Their “This is Our Shot” campaign featured celebrities like John Legend sharing why they chose to get vaccinated, with a message of hope and community resilience.
This health campaign not only positioned Walgreens as a relevant player in the health space during this difficult time, but also sent a strong message to the public about the importance of vaccination.
8. Bupa – Is It Normal
How often do you ask yourself: “Are the things that I’m doing and feeling really normal?” If you ask me, that’s a common thought in my head. And if you ask Bupa, it’s a common question among their target audience.
This campaign taps into a very human experience everyone has at least once in their life – wondering if how they do things is how they actually should be doing things. The ad’s reassuring message is equally engaging and emotional, making it a big success among viewers.
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9. St. Jude Children’s Research Hospital – Finding Cures, Saving Children
The fact that kids can also be diagnosed with and even die of cancer is undoubtedly one of the hardest things to comprehend.
In an attempt to grow its organization and save as many children’s lives as possible, St. Jude Children’s Research Hospital released a series of emotionally-charged ads.
The ads share stories of children fighting cancer and other life-threatening diseases to help spread St. Jude’s mission to provide free care and find cures.
10. Cigna – TV Doctors of America
In the sea of difficult, emotionally-charged healthcare campaigns, Cigna decided to do things differently. This healthcare insurance organization used humor and famous TV doctors to encourage viewers to try out some of their insurance packages.
Instead of intimidating people with information about everything that could go wrong with their health, Cigna used TV doctors from shows like ER, Scrubs, and House to urge people to see real doctors and get their annual check-ups.
The humor and star power made the message memorable and engaging.
If you enjoyed these ads, be sure to check out our roundup of the top outdoor marketing trends for 2025.
11. Oscar Health – Health Insurance Made Easy
I bet most of us would kill for not having to sit in a doctor’s waiting room and wait for an appointment ever again. That’s the card Oscar Health Insurance company played in one of their healthcare campaigns.
This great example of pharma content marketing used clear and straightforward messaging and visuals to demystify health insurance. It highlights simplicity, transparency, and the benefits of using technology which helps the company appeal to a younger, more tech-savvy audience.
12. Planned Parenthood – The Importance of Breast Health: Screenings, Mammograms & More
One of the most important aspects of healthcare ads is education. Educating the public about health risks and preventative measures can help increase positive outcomes of treating almost any disease.
One excellent example of an educational healthcare advertisement is the one Planned Parenthood shared about the importance of regular breast checkups. The ad uses a cartoon-like style to tell a story of what symptoms are dangerous, what to do about them, and how often to see a doctor to make sure you maintain your health.
This type of advertising stays with viewers the longest and teaches them about the critical steps in their everyday lives.
13. Blue Cross Blue Shield – Live Fearless
Life can be scary. There are unexpected events, accidents, and situations that can make us feel small and scared to make the next move. But, as the insurance company Blue Cross Blue Shield mentions in their Live Fearless campaign, you always have a choice to live fearlessly.
Especially if you have a good partner aka their insurance plan, helping you along the way. This bold and inspiring ad features people of all ages and backgrounds participating in activities they love despite any obstacles. All because they are supported by the confidence of having health insurance.
14. Johnson & Johnson – Champions of Care
A simple act of kindness can go a long way. Such a long way that you can even become someone’s hero.
That’s precisely the point Johnson & Johnson wanted to make in their Champions of Care campaigns. The heartfelt campaign shows the ripple effect of caregiving and demonstrates how small acts of kindness and care from healthcare workers inspire others to pass it on.
15. Always – Like a Girl
We all know what it means when someone says you “run like a girl” or “fight like a girl.” Most of the time, it’s an insult and insinuates that girls are much weaker than they actually are. But what if you asked kids what that means? Would they understand the reference?
The answer is no.
As part of the Always “Like a Girl” campaign, the brand wanted to highlight how much of a social construct this whole “like a girl” thing is. By interviewing different age groups of girls and boys, they showcased one obvious truth – that being a girl means much more than society tells us.
Although Always is a menstrual product brand, this ad went beyond product promotion to address larger health and social issues.
16. Medtronic – Live On. Give On.
How much good can patients do if their illness is taken care of? The answer is a lot. Medtronic proved that with its “Live On. Give On” initiative.
This campaign focused on patients who were “given a new life” by using Medtronic’s products and are doing amazing things for society. It tells the story of actual patients who were treated for diseases like diabetes or organ transplants, motivating all of us to do as much as we can with the life we’ve been given.
17. Theraflu – Flu Fighter
By taking a flu shot, you’re just one small “ouch” away from complete immunity during flu season. That’s quite a good trade-off, if you ask me.
Theraflu used this simple yet powerful analogy as part of their Flu Fighter campaign to motivate people to take a flu shot and protect themself. Because getting your flu shot is about more than just protecting yourself. It’s about protecting your family, friends, and everyone around you.
18. Cancer Research UK – Right Now
We can easily forget about the struggles and the battles that cancer patients have to go through daily. To make sure they raise awareness and motivate people to support cancer research, Cancer Research UK created an emotional campaign showing us the daily lives of cancer patients.
This raw and unfiltered look into patients’ lives serves as an emotional reminder of how all our lives can take a drastic turn if we get diagnosed with such a dangerous disease.
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The key challenges of healthcare marketing
Healthcare marketing promotes the most sensitive services, which are wrapped in the veil of strict regulations and have a critical impact on patients’ wellbeing.
Here are four specific challenges of healthcare marketing that you should look out for.
1. Regulatory compliance and ethical standards
First and foremost, healthcare marketing is one of the most regulated areas of marketing. It’s regulated by bodies like the US Food and Drug Administration (FDA), the European Medicines Agency (EMA) in Europe, and other national organizations governing how healthcare services, pharmaceuticals, and medical devices are promoted.
To avoid legal issues, financial losses, and even risking patients’ lives, you need to comply with relevant regulations and standards. This prohibits you from making false claims and makes sure advertising and promotional content is accurate, truthful, and non-misleading.
One way to ensure compliance with all relevant laws is by implementing a specialized review and approval tool like Filestage. Filestage allows you to upload all your marketing materials into one tool and invite as many different groups of stakeholders as needed to leave their feedback on top of your pharma content.
They can also give their approval, request changes, or even reject a file in case they don’t meet regulatory compliance requirements.
Interested to see how AI can help you maintain compliance with less manual effort? Check out our guide on AI in healthcare marketing!
2. Patient-centric approach
Being such a sensitive area of marketing, healthcare advertising must always have patients at the forefront of all activities. This means that you need to emphasize empathy and address the concerns, emotions, and experiences of your patients and their families.
This brings us to common messaging. It often revolves around improving patient outcomes, enhancing quality of life, and providing personalized care. Following this approach will create good patient relationships and build trust in healthcare providers, institutions, and brands.
3. Emphasis on education and awareness
Education and awareness are crucial elements of healthcare marketing. This often includes raising awareness and educating the public, patients, and healthcare providers about specific health conditions, treatment options, preventative care, and healthy lifestyles.
Your marketing content can include detailed information about the benefits, risks, and alternatives to medical treatments or products. You can even host specialized events to discuss certain conditions and ways of preventing or curing them.
This educational component helps patients make informed decisions and builds trust and credibility in your brand.
4. Multi-channel and targeted strategies
If you’re working in healthcare marketing, you already know that this area of marketing requires a multi-channel approach to reach diverse audiences. Attracting patients, caregivers, healthcare professionals, or insurance companies requires advertising on different channels, including digital marketing, traditional media, and even community outreach programs.
Only by using targeted strategies will you be able to address your audience’s varying needs, demographics, and preferences and make sure that your marketing efforts are relevant and effective.
Final thoughts
Creating successful healthcare marketing campaigns is no walk in the park. Healthcare companies need to address complex issues, discuss emotional topics, and motivate audiences to perform selfless acts (by helping others or doing what’s good for society).
On top of that, healthcare and pharmaceutical companies need to comply with numerous regulations specifically designed for the healthcare industry while following the most recent healthcare marketing trends. If you’re looking for a specialized review and approval platform to make sure all your healthcare ads are error-free, try Filestage.
Sign up for a seven-day free trial and enjoy all the perks of a more streamlined approval process!
