Drive paid media growth in the healthcare industry
Paid Media for Healthcare
Paid Media for the Healthcare industry is about more than just clicks. Hallam’s paid media campaigns for healthcare are carefully designed so that your services reach the right audience with the right message.
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Digital Marketing Services for Healthcare
In addition to our paid media services, we also support healthcare businesses with in-depth market research and holistic organic search strategies.
Guiding users through complex choices
Healthcare audiences make decisions carefully and often over long periods of research. Whether they are patients, carers, clinicians or procurement teams, they look for reassurance, clarity and expertise before taking action. Paid media helps organisations reach these audiences at the right moment and guide them towards reliable information and support.
Strong paid activity complements organic search by improving visibility in competitive areas where organisations must balance accuracy, compliance and the need for clear communication. Hallam supports healthcare brands across patient education, medical devices, clinical services and health technology by building paid media strategies that respect the sensitivity of the sector and reflect how audiences make decisions.
Common paid media challenges in healthcare
Paid activity in healthcare must balance regulatory expectations with the need to educate and inform. This creates distinct challenges that require careful planning.
🚫 Restrictions on messaging and targeting
Healthcare campaigns must follow clear regulatory guidance from bodies such as the ASA and the MHRA. This affects how adverts are written, what claims can be made and how audiences are targeted across platforms.
📣 High competition for key search terms
Search results are shared with NHS content, charities, government bodies and large healthcare providers. Paid visibility helps organisations stand out when users search for services, support or clinical products.
🌍 Diverse audience needs
Patients require accessible information written with sensitivity, while clinicians and procurement teams expect accuracy, detail and efficiency. Campaigns must support both groups without creating confusion.
🗂️ Careful handling of user data
Healthcare advertising requires strict compliance with privacy and data protection standards, including guidance from the ICO. This affects campaign setup, remarketing and measurement.
A full-funnel paid media approach
Healthcare decisions rarely happen in a single interaction. A full-funnel approach helps organisations reach users throughout their research, from early learning to final action.
Awareness
At this stage, audiences are exploring symptoms, conditions, service types or product categories. Campaigns focus on visibility and clear explanations, providing reliable information that helps users understand the topic.
Consideration
Users compare providers, review credibility markers and look for evidence of expertise. Paid activity must support this by offering relevant content and guiding users to detailed pages that explain services, processes and outcomes. Learn more about how content supports this journey through our content marketing.
Conversion
Once users understand what they need, adverts direct them to focused pages that outline next steps. For patients, this might involve contact options or eligibility information. For clinicians or procurement teams, it may require product specifications, clinical data or regulatory details.
Retention
Retention activity helps organisations maintain long-term relationships, particularly when users rely on ongoing support. Thoughtful remarketing and content-led campaigns help encourage repeat engagement without creating pressure or intrusiveness.
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Channel strategy
Paid media channels must be chosen carefully to match audience expectations and campaign objectives.
Google search
Search is essential for reaching users who are actively looking for healthcare information. Campaigns focus on clarity, relevance and accuracy, with content that answers questions and directs users to reliable support. Guidance from Google Ads helps ensure campaigns meet platform standards.
LinkedIn ads
LinkedIn is effective for reaching clinicians, practice managers, health technology buyers and procurement teams. However, campaigns must reflect professional expectations by balancing authority with accessibility. Explore more about LinkedIn strategies through LinkedIn Ads.
YouTube and display
Video and visual content support complex explanations and help users understand treatment processes, device functionality or service pathways. YouTube is particularly useful for step-by-step content and informational campaigns.
Meta
Meta platforms support early awareness among patients and carers, especially when explaining services or promoting educational resources. Campaigns must be written with sensitivity and avoid medical claims.
Creative and messaging
Healthcare messaging must be clear, careful and accessible. Campaigns work best when the creative supports understanding rather than persuasion, using language that is direct, accurate and sensitive to the needs of different audiences.
Clarity over persuasion
Audiences prioritise understanding, not persuasion. Creative should focus on what users need to know, written in straightforward language without unnecessary claims.
Accessibility at every stage
Readable formatting, simple structures and easy navigation help support users who may be anxious or unfamiliar with medical terminology.
Consistency across channels
Consistent messaging ensures users experience the same clarity whether they begin on search, social or video. This is especially important for organisations with multiple service lines or product categories.
Measurement and optimisation
Paid media performance in healthcare requires ongoing refinement due to varied audience needs and strict compliance standards.
Understanding user intent
Different audiences search for information in different ways. Performance data helps refine keyword targeting, improve ad relevance and adjust messaging.
Maintaining compliance during optimisation
All testing must remain compliant with ASA and MHRA expectations. Changes to copy or creative must be reviewed carefully to avoid breaching advertising standards.
Evaluating content pathways
Analysis helps identify which pages support users most effectively. For healthcare organisations with extensive content, structured navigation and high quality information improve outcomes. Learn more about our SEO services.
Paid and organic working together
Paid activity performs best when supported by strong organic foundations. Search and content help build trust, while paid campaigns improve visibility during competitive or time-sensitive searches. Integrated strategies help healthcare organisations provide consistent information throughout the entire research process.
Our work with healthcare brands
Hallam supports healthcare organisations across patient education, clinical communication and commercial healthcare services. Our integrated approach across paid, content and SEO helps clarify value in a competitive sector.
