A guide to health advertising

Healthcare is a basic human right and, as such, it spends a great deal of time at the forefront of many people’s minds. However, when it comes to healthcare advertising, many institutions aren’t reaching their full potential when it comes to spreading these vital messages and information.

As healthcare audiences continue to evolve, and people start to look at their health as something that needs more than a one-stop shop, their expectations and needs have grown more complex. Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising offer unique opportunities to connect with these audiences in impactful ways. This guide explores some of the nuances of healthcare advertising and demonstrates how OOH can help to deliver your message effectively.

Meeting the evolving needs of healthcare audiences

Healthcare audiences are more diverse and informed than ever before. As the public becomes increasingly health-conscious, brands must tailor their messaging to resonate with different demographics and address various concerns - of which there are many. Here’s how you can ensure your campaigns align with audience expectations.

Public health messaging for a modern audience

Effective public health messaging hinges on three things:

• Clarity

• Empathy

• Accessibility

Whether it’s promoting annual flu vaccinations, encouraging healthier lifestyles, or addressing mental health awareness, campaigns must strike the right balance between urgency and understanding, without falling into the trap of fear mongering. Modern audiences value transparency and evidence-based messaging, so providing them with access to data and expert endorsements as part of your health advertising can boost credibility.

The influence of consumer wellness trends

The rise of wellness culture has expanded the definition of healthcare, and therefore health advertising. Today, consumers see wellness as a holistic concept that includes the full spectrum of their bodies and minds; factors such as mental health, fitness, nutrition, and self-care. However, these areas are also rife with misinformation, and people looking to profit from promoting fads. While healthcare advertising should align with trends in a broad sense, it should focus on offering fact-based solutions that empower individuals to take charge of their well-being.

Bridging gaps in accessibility

Healthcare advertising has a responsibility to reach the entire population. Addressing and having the ability to overcome barriers such as language, location, or digital literacy is essential. OOH advertising, with its ability to target specific geographic areas and its lack of reliance on computers or smartphones, can play a crucial role in delivering vital health information to hard-to-reach communities.

Why choose OOH for healthcare advertising?

OOH advertising offers unparalleled opportunities to engage with healthcare audiences in the places they live, work, and commute. Here’s why it’s an ideal medium for healthcare campaigns.

High-visibility locations

OOH ads in high-traffic areas ensure your message reaches large, diverse audiences. Prime locations include:

• Transport hubs - such as train stations and bus shelters.

• Shopping centres and high streets - both on the street and in stores.

• High-traffic roadsides - on billboards beside busy intersections and traffic lights.

• Near hospitals and pharmacies - emphasising the places where people can have their needs met.

Placing healthcare messages in these prominent locations guarantees visibility, while at the same time reinforcing their importance. 

Building credibility and trust

People tend to associate OOH advertising with established and credible brands - anyone can push an ad on a social media platform, but an OOH installation requires investment. A well-designed billboard or digital screen can inspire confidence in your healthcare services, whether you're promoting a hospital, clinic, or public health initiative.

The dynamic capabilities of DOOH

Digital out-of-home (DOOH) advertising adds a layer of interactivity and customisation to traditional OOH formats. With features like real-time updates, geotargeting, and dynamic content, DOOH keeps health messaging relevant by being able to react to the world it inhabits. For instance, campaigns can adjust based on current events, audience demographics, or even weather conditions - ensuring maximum impact, and giving people precise health information exactly when they need it most.

Successful healthcare advertising campaigns

As well as making use of prime locations, the most successful healthcare campaigns combine strategic planning with creative execution. Let’s explore some key strategies that ensure your health advertising resonates with its target audience.

Personalisation for different demographics

Healthcare advertising has a difficult job; there are many health concerns that can cross the boundaries that normally dictate different segments. Needs vary across age groups, cultures, and lifestyles, and it’s important to be able to speak to these segments in a way that feels genuine and relatable - personalised campaigns that address these differences are far more effective than generic messaging.

Integrating traditional and digital formats

Combining the best of both worlds - using both traditional OOH and DOOH - can amplify your reach. A multi-channel approach ensures consistency across platforms while leveraging the unique strengths of each medium. For example, running a campaign with both static posters and digital screens can offer strong visible presence, with the potential for flexibility and interactivity. Using the same, easily-recognisable graphic design across both will build familiarity, which in turn builds trust.

Behavioural change through healthcare advertising

One of the primary goals of healthcare advertising is to inspire behavioural change -  whether it’s adopting healthier habits, or encouraging people to seek timely medical care. At a time when many people in the UK feel that medical care is out of reach, it’s important that people are able to access the information that lets them understand their options. Here’s how OOH campaigns can encourage action.

Inspiring public health action

From encouraging flu vaccinations to promoting exercise, public health campaigns thrive on calls to action - telling people exactly what needs to be done, and giving them a clear place to start. OOH advertising, with its large and eye-catching displays, is particularly effective at delivering these calls to action. For example, encouraging people to give blood by giving them the address of their nearest location and explaining that it usually takes less than an hour, or encouraging people to walk for 30 minutes a day at places where walking feels more readily accessible and enjoyable - such as highstreets or parks.

Applying behavioural science in campaign design

Behavioural science can enhance the effectiveness of health advertising by addressing the psychological factors that drive decision-making. Techniques such as social proof, loss aversion, and habit formation can be incorporated into OOH campaigns to make messages more persuasive. For example, showing statistics like "90% of your neighbours have already received their flu shot" can encourage more people to act.

Trends and innovations in health advertising

The healthcare advertising landscape is continuously developing to serve the needs of the people it has to reach. Staying on trend and embracing technological innovations can help campaigns stand out.

Data-driven personalisation

Advancements in data analytics enable hyper-targeted advertising campaigns. With DOOH technology, healthcare brands can deliver tailored messages based on audience demographics, location, and even time of day. This level of personalisation ensures that the right people see the right message at the right time.

Embracing sustainability

Sustainability is becoming a critical consideration in all industries, including health and advertising - especially since climate change has been proven to have a direct impact on health. Eco-friendly OOH solutions, such as solar-powered billboards or posters made from recycled materials, demonstrate a commitment to the environment - something that is increasingly important to today’s audiences.

Choosing the right partner for healthcare advertising

Choosing a partner with expertise in OOH advertising can make all the difference in the success of your healthcare campaigns. Here are some of the examples of what we do at Clear Channel to support our healthcare partners.

Expertise in healthcare marketing

As we’ve mentioned, healthcare advertising requires a unique set of skills, including an understanding of regulatory requirements and the ability to carefully handle sensitive topics. Partnering with an OOH company experienced in healthcare ensures your campaigns are both compliant and impactful.

Access to advanced tools and insights

The right partner should provide cutting-edge tools for campaign planning, execution, and measurement. From audience analytics to real-time reporting, these insights help refine your strategy and maximise ROI.

Full-service creative support

Creating effective healthcare ads involves more than just placement - it’s about storytelling. A full-service OOH partner will offer creative support to bring your vision to life, ensuring your messages are visually appealing and emotionally resonant.

Clear Channel - your partner in healthcare advertising

When done effectively, healthcare advertising has the power to transform lives.  By spreading awareness, inspiring action, and improving public health outcomes, health advertising has the potential to create genuine change in communities all across the country. Out-of-Home advertising, with its unmatched reach and versatility, is a powerful tool for healthcare brands looking to connect with diverse audiences. By using high-visibility locations, integrating traditional and digital formats, and embracing the latest trends, you can create campaigns that truly make an impact.

Partnering with Clear Channel can provide you with the expertise, tools, and creative support needed to bring your vision to life. Together, we can create campaigns that inform and engage your audience, resulting in meaningful change. Get in touch today to find out more.