Healthcare Marketing

Pharmaceutical marketers are navigating a creative and strategic crossroads, balancing regulatory compliance with the emotional resonance consumers now demand. This resource hub explores how pharma brands may close the gap between safe messaging and compelling storytelling across channels.

P/S – Unilever Vietnam repositioned dental visits into a positive experience through a strategic omnichannel campaign that encouraged children and young parents to get excited about their oral health.

Horlicks Diabetes+ deployed a multi-channel campaign that connected with a fickle target audience and drove powerful business results.

As a regional health system serving Atlanta, which has a significant population of Black women, Wellstar recognized an opportunity to better reach and serve Black mothers in the community.

CenterWell Primary Care Organization’s (PCO) strategic objective was to drive new patient leads and ultimately conversions.

GE Healthcare launched the Vscan Air SL to transform cardiac care by reducing diagnostic delays. The “Know. Now.” campaign positioned the device as a breakthrough in fast, confident cardiovascular assessment.

Cigna Healthcare created a podcast to highlight the importance of employee health for the greater benefit of business health.

During a session at a June 2025 ANA Content Marketing Committee meeting, Ryan Younger, vice president of marketing at Virtua Health, discussed how the brand connects its mission to its media strategy.

Using data and powerful messaging, health care insurer Anthem convinced millions of its members to book cost-saving preventive care appointments by sending them an email from their future selves.

Competing against much larger hospital systems with greater brand recognition and higher spending power, Akron Children's created SpineScreen — the world's first sunscreen that doubles as a scoliosis screening tool. By transforming a routine summer activity (applying sunscreen) into an opportunity for parents to check for signs of scoliosis.

Nationwide Children’s Hospital developed a campaign that leveraged an onsite light show, which was triggered when new donations came to the organization, delighting patients and donors alike and driving a significant increase in funding and corporate sponsorships.

The National Association for Health Quality (NAHQ) aimed to shift quality to the forefront of health care professionals’ minds.

Piedmont Healthcare launched a powerful "Wall of Thanks" campaign to enhance quality perception and establish leadership in clinical excellence.

During a session at an April 2025 Influencer Marketing Committee Meeting, Baptist Health and Open Influence shared how hyper-local creators, experiential storytelling, and paid media strategies have helped Baptist Health connect with audiences in meaningful ways and drive awareness around critical health topics.

SeeHer, noticing the lack of resources for this prevalent communications issue, created a guide of the best practices for representing women in healthcare advertising.

Healthcare advertising is undergoing a transformation. While search has been the cornerstone of digital healthcare marketing, recent developments have introduced uncertainty. Google's AI Overviews have reshaped the search experience, impacting SEO and SEM strategies. The company also faces a DOJ inquiry that could restructure its advertising operations.

Arvind Balasundaram (director of commercial insights and analytics at Regeneron) and Doug Brooks (EVP and chief client officer at Ipsos MMA) shared how they have successfully implemented an omnichannel, unified attribution capability while navigating each of these challenges.