The changing face of healthcare marketing
Healthcare market research
Healthcare has evolved from reactive care to preventative, digital-first experiences, with patients, practitioners and policymakers now engaging online to research, compare and make decisions. For healthcare brands, that means shifting from traditional outreach to building credibility through digital storytelling, accessible design and measurable performance.
Hallam helps healthcare organisations achieve compliant growth through insight-led marketing. We work with providers, pharmaceutical firms, medtech innovators and wellness brands to reach audiences responsibly, maintaining trust while driving sustainable results.
Digital Marketing Services for Healthcare
As well as market research, we also offer both organic and paid marketing strategies that are specifically tailored to the healthcare industry.
The market landscape
The UK healthcare sector, now valued at over £230bn, is expanding as digital transformation and demographic shifts reshape demand. Each segment requires a distinct approach.
🌐 Public healthcare
Suppliers, training providers and service partners to the NHS need accountable B2G and B2B strategies that comply with strict procurement and data standards.
🔒 Private healthcare
Private clinics, telehealth providers and insurers face heightened competition and growing patient expectations in the post-pandemic market. Campaigns must differentiate through transparency, care quality and patient experience.
💊 Pharma and medtech
Regulations around advertising and communication make accuracy non-negotiable. Medically approved content and clear audience segmentation are essential to building credibility with practitioners and patients.
📱 Digital health and wellness
From subscription-based apps to wearable technology and remote diagnostics, the sector is growing rapidly. However, visibility in crowded SEO and app marketplaces demands creativity, relevance and consistent optimisation. Hallam’s experience across these sectors means we understand the pressures of regulation, competition and trust. And how to deliver measurable performance without crossing compliance lines.
Audience behaviour and channel preferences
Healthcare audiences expect factual accuracy, empathy and authority. According to recent data, 81% of healthcare consumers search online before acting, underscoring the need for credible digital visibility.
Search
Search remains the dominant discovery channel for both patients and practitioners. Educational, SEO-led content establishes authority long before a consultation or purchase.
Learn more about Hallam’s SEO expertise.
Social
LinkedIn enables B2B healthcare brands, such as medical suppliers and pharma companies, to reach professional audiences, while Facebook and TikTok are powerful for awareness in consumer health and wellness.
Video
YouTube is a key educational platform for practitioners and patients alike. Video content helps explain complex medical processes clearly, building trust and understanding through straightforward, compassionate communication.
Email and CRM
Long buying and treatment cycles make email and CRM indispensable. Automated nurture flows and consent-based segmentation help maintain consistent engagement and improve conversion rates over tim
Together, these channels form an integrated ecosystem where search builds trust, social drives awareness and CRM sustains relationships.
Messaging strategy
Effective healthcare marketing balances expertise with empathy. Every campaign we create follows four guiding principles.
Accuracy
Claims are supported by evidence and fully compliant with ASA, MHRA and NHS digital standards.
Accessibility
Content is written in plain English, designed to be inclusive for readers at all literacy levels, and tested for accessibility compliance.
Empathy
Stories should speak to human experiences, not just data points. When healthcare communication is both empathetic and clinically accurate, it strengthens understanding and builds long-term trust.
Authority
Credentials, partnerships and clinical validation underpin credibility. Our messaging frameworks highlight verified expertise without resorting to jargon or overstatement.
Let’s take the first step. We’re ready.
Demographics and target segments
Healthcare audiences vary widely across consumer and professional groups.
B2C
Patients and caregivers aged 35–65 rely on search and email for guidance, while wellness audiences aged 25–45 prefer mobile, social and video content. Campaigns must be informative yet reassuring, combining clinical accuracy with relatable communication.
B2B
NHS procurement teams, private hospital networks and corporate wellness decision-makers prioritise professionalism, compliance and tangible results. They respond to insight-led storytelling backed by data and reputation.
Channel activation priorities
Digital success in healthcare requires a cross-channel approach that unites authority with accessibility.
Organic search
Content hubs and SEO-led education build trust and visibility for both consumer and professional audiences.
Paid media
Targeted campaigns across Google and LinkedIn convert interest into measurable outcomes.
See how our paid media team supports healthcare clients.
Social and PR
Social media builds awareness through authentic patient stories, thought leadership and video. Digital PR secures coverage in credible media outlets to reinforce authority.
Email and CRM
Email journeys and CRM programmes nurture long-term engagement with patients, practitioners or B2B partners, turning early interest into enduring relationships.
Seasonality and timing
Healthcare marketing follows predictable peaks. Awareness and wellness campaigns perform strongly in January, March and September, while B2B budget cycles typically renew in Q1 and Q3.
Timing campaigns to align with national health initiatives such as Mental Health Awareness Week or Heart Month helps brands build relevance and earn organic reach through credible association.
Compliance and accessibility
Compliance sits at the core of every healthcare campaign we deliver. We ensure every activation meets ethical and technical standards through:
- Full alignment with MHRA and ASA regulations
- Implementation of WCAG-compliant accessibility standards
- Transparent consent and data protection frameworks
- Adherence to NHS digital and privacy protocols
Our results in regulated sectors
Hallam delivers digital marketing for healthcare organisations that need to balance compliance with performance. We understand the trust, accuracy and relationship-first priorities of healthcare marketing and translate them into measurable business outcomes.
