When most people think of healthcare marketing campaigns, they immediately picture ads—Google, Facebook, maybe even a few billboards or email blasts. But the truth is, running ads without a real strategy behind them is like building a house without a blueprint. You might get attention for a moment, but it won’t last—and it likely won’t drive the outcomes you care about.
I’ve worked with dozens of healthcare brands—from early-stage healthtech startups to enterprise organizations—and I’ve seen the same pattern again and again: lots of activity, but not enough alignment.
In this post, I’m going to walk you through how to plan and execute a healthcare marketing campaign that actually works—one that helps you connect with the right audience, builds trust over time, and drives meaningful business results. I’ll also share two real examples to show what great campaigns can look like in action.
Campaigns aren’t just about visibility—they’re about creating meaningful, measurable change. And in healthcare, where trust and timing are everything, that requires more than one-off tactics.
Here are two reasons campaigns are so essential:
A single ad or email might generate a temporary spike in attention—but it’s just a blip without follow-through. A well-structured campaign brings your tactics together in a coordinated, reinforcing plan, creating momentum and sustained engagement.
Trust in healthcare marketing doesn’t happen after one click. It’s earned through a series of intentional touchpoints—from blog posts and social content to events and follow-up emails. Campaigns ensure every element contributes to a cohesive brand story instead of feeling random or disjointed.
Let me show you what this looks like in action—with one direct-to-consumer campaign and one provider-facing campaign. Both shared two key traits:
Imagine you’re marketing a fertility tracking app. You create a campaign around the theme “Your Family, Your Future” to drive signups.
Here’s how the campaign could play out:
Each step builds on the one before, creating a sense of continuity—and trust.
Now, let’s say you’re promoting a technology platform that streamlines provider workflows. You center your campaign around the theme “Less Admin, More Care.”
Here’s what the campaign could include:
It’s not just a webinar—it’s a full campaign arc.
Ready to build your own campaign? Here’s my framework for doing it right:
Begin with a precise understanding of why you’re running the campaign and who it's for.
Ask yourself:
Knowing your audience and your objective gives the campaign its direction.
Utilize your in-depth understanding of your audience to address their needs, not just your product.
Craft a core narrative that stays consistent across touchpoints, and adjust tone and focus depending on whether you're speaking to:
Keep the messaging focused on them, not you.
Campaigns should be omnichannel, but also selective. Don't spread your budget thin.
Here’s a quick guide:
Focus on 2–3 of the highest-performing channels based on your audience’s habits and decision-making cycle.
Campaigns aren’t “set it and forget it.” You need to track metrics constantly and adjust as you go.
For example:
Real-time campaign optimization is one of the biggest opportunities brands miss—especially in healthcare, where audiences and regulations evolve quickly.
If you’re running a healthcare business and struggling to get results from your campaigns, you're not alone. I've worked with teams across the industry to turn fragmented marketing efforts into strategic, integrated campaigns that drive actual results.
Want expert support from a team of experienced healthcare marketing consultants?
Book a strategy call with Best Friend Jack →
Let’s build a campaign that connects, converts, and grows your brand—on your terms.
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Best Friend Jack understands the challenges and opportunities confronting health-tech clients at every stage of the funnel. Get in touch for a complimentary brand audit today.
