Best Marketing Campaign Examples for Hospitals, Health Care Systems, and/or Nursing Homes (Assisted Living Homes)

We have curated six examples of cross platform hashtag campaigns, video marketing campaigns, social media campaigns, and/or website-centric marketing campaigns run by hospitals, health care systems, and/or nursing homes (assisted living homes) in the United States. For each example identified, we have, where possible, provided when it ran, how it performed, the messaging/design strategy, and its target audiences. Separately, we have also presented five pieces of information, data, and/or statistics surrounding the challenges for advertising healthcare on Google.

Marketing Campaign Examples: Run by Hospitals, Health Care Systems, and/or Nursing Homes (Assisted Living Homes)

1. Carilion Clinic

Carilion Clinic: #YESMAMM

2. Highgate Senior Living

Purposeful Living at Highgate

3. Fisher-Titus Medical Center

  • According to its website, Fisher-Titus Medical Center is a “99- bed acute care hospital; Norwalk Memorial Home, a 69-bed skilled nursing facility; Carriage House, a 48-unit assisted living facility; a Home Health Center; emergency transport through North Central EMS; and outpatient services, including lab services, imaging and physical rehabilitation.”
  • Fisher-Titus Medical Center approached Kuno Creative to help them determine their priorities for the services they offer and how to best market them. Together, they narrowed it down to the hospital’s eight key service lines. “With this direction in mind, Kuno developed a content strategy, website optimization and demand generation efforts to support these service lines. This included publishing weekly blog posts optimized for highly searched keywords in these areas and conducting keyword research before optimizing webpage copy.”
  • Kuno worked with Fisher-Titus to determine the appropriate budget and timing to focus on each one, aligning with the health system’s efforts in promoting its services. The new website launched four months after the physician directory launched.”
  • “The team also identified the following goals: improve user experience, improve on-page SEO and organic traffic, and incorporate staff into website photography rather than using stock photography.”
  • Key success metrics include their SEO health score increased from 52% To 96%, a whooping 406% increase in keywords ranked in the top 100 in just one year, they enjoyed a 110% organic traffic increase in one year, and a 212% increase in their blog subscribers year over year.
  • An increase in organic website traffic, secured Google snippets, and an improved user experience were the key objectives that were reached.

Healthy Living Blog

4. Pella Regional Health Center

  • Pella Regional Health Center is, according to its website, a “private, non-profit provider of health care that is accredited by The Joint Commission. Since opening its doors in 1960, Pella Regional has grown from a facility to care for the acutely ill to an entire system that includes the hospital, outpatient services and numerous medical clinics. The hospital is operated as a Critical Access Hospital, staffing 25 acute care beds.”
  • “Pella Regional Health Center (Pella Regional) has seen a steady increase in mobile traffic since 2017, and as the organization continued to expand into more rural communities they expected this trend to continue.” In fact, since 2017, Pella had seen a 36% increase in mobile traffic. Clearly investing in a mobile user experience was only going to enhance this growth.
  • “Before the redesign, the health system worked with their agency, Geonetric, to assess the mobile experience on their current site and provide recommendations for the new site. From design to navigation the new site engages mobile users at every turn and boasts new functionality, including ratings and reviews and geographic targeting personalization.”
  • The new site, which launched in June 2019 has seen the bounce rate for mobile decrease by 23%, pages per session from mobile users has increased by 17%, and the average session duration on mobile has increased by 21%. “Users on mobile accounted for 71% of the activity on wait times and 80% of interactions with the task navigation.”
  • “To support their mission and focus on the organization’s caring and compassionate values, the new site showcases photography with real staff and patients. The large homepage hero image featuring a family visiting a new baby sets the stage for the type of patient-focused care a person receives at Pella Regional.”

 large homepage hero image

5. Children’s Miracle Network (CMN) Hospitals

  • The marketing strategy that the Children’s Miracle Network Hospitals stays focused on is their service and they do this across all platforms. According to their website, they are dedicated to raising “funds and awareness for 170 member hospitals that provide 32 million treatments each year to kids across the U.S. and Canada. Donations stay local to fund critical treatments and healthcare services, pediatric medical equipment and charitable care. Since 1983, Children’s Miracle Network Hospitals has raised more than $5 billion, most of it $1 at a time through the charity’s Miracle Balloon icon. Its various fundraising partners and programs support the nonprofit’s mission to save and improve the lives of as many children as possible.”
  • This mission lends itself extremely well to social media as they can regale people with heartwarming and touching stories that attract leading publications to feature their work. This source provides an example of a Twitter post where CMN shared a Good Morning America video from February 2020 covering one of their patients.
  • One of CMN’s campaigns called #ChildrensHospitalsWeek Live-athon won the Facebook Live category at the Shorty Awards in 2018.
  • This Facebook live event was structured like The Ellen DeGeneres Show might be: Allison Holker-Boss and Stephen “tWitch” Boss interviewed each child and the child’s story was accompanied by a surprise. Some of those surprises involved celebrities like Lindsey Sterling, Katy Perry, and many others. The Live-athon became the most viewed streamed event ever and received more than 612,000 views, earned more than 2.75 million impressions, and raised more than $76,000 for Children’s Miracle Network Hospitals.”


6. Caregiver Homes

Caregiver Homes

7. Challenges Surrounding Advertising Healthcare on Google

Top Google Healthcare Search Engine Marketing (SEM) Challenges

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