campaign planning 101: a healthcare marketers’ guide

Campaigns are at the heart of an effective healthcare digital marketing program. As we move into 2025, having a well-thought-out plan is more important than ever to keep your healthcare organization relevant and ahead of the curve. Discover our best tips for healthcare marketers to create an effective campaign plan that generates lasting patient engagement and meaningful ROI.

data-powered segmentation

Effective campaigns start with understanding your audience. By leveraging tools like propensity scoring and a robust Consumer Data Platform (CDP), healthcare marketers can segment patient audiences based on their likelihood to engage due to specific care needs, preferred engagement methods, and demographic information.

Use data insights to identify which service lines or patient segments have the highest growth potential. For example, our partners at HonorHealth leveraged a targeted orthopedics campaign using these techniques, generating 150 leads and 60 appointments. With data-powered segmentation, healthcare marketers can focus on patients most likely to benefit from your services, increasing patient engagement.

create meaningful, targeted campaigns

The key to engagement lies in producing content that resonates with your audience. Healthcare marketers can accomplish this by leveraging tools like Consumer 360 to pinpoint hyper-relevant topics for each audience, ensuring messaging meets their unique needs.

Take your campaigns a step further by thinking outside the box. Launch NFL partnerships to engage sports fans and target physical therapy patients, fitness challenges leveraging local influencers, or cooking classes for patients navigating chronic disease management. Integrating patient testimonials and stories can also foster community and trust that can greatly impact engagement and health outcomes.

leverage multiple channels

Don’t limit your campaigns to email alone. The more channels, the more engagement opportunities are created. Incorporating SMS, social media, or even direct mail can significantly boost your reach and return on investment (ROI). According to a preferred contact method survey by the NIH, 98% of patients preferred notifications via SMS (NIH). Developing multi-channel strategies to meet patient expectations, expand interactions, and drive retention is vital. Additionally, each touchpoint offers another opportunity to strengthen connections and drive action, seamlessly encouraging the patient journey.

automate where it counts

Automation is critical for efficiency and consistency. Certain campaigns, such as annual wellness reminders, appointment confirmations, or chronic care check-ins, are ideal for turning into “always-on” workflows. By making necessary campaigns “always-on,” healthcare organizations can ensure no patient falls through the cracks while maintaining loyalty and building trust. Automating these workflows also frees up resources to dedicate to new, creative campaign ideation and tracking performance. Download our guide to always-on campaigns to discover automated strategies, proven outcomes, and where to start.

stay creative

Healthcare marketing thrives on innovation. Avoid the rut of repeating the same content for the same service lines. Leverage AI and large language models for fresh ideas, although always ensure no PHI is included in the prompt.

For year-round inspiration, check out our 2025 Healthcare Experience Calendar, filled with monthly campaign ideas to keep your strategy dynamic and engaging. By tapping into timely healthcare dates, you can foster continuous patient engagement.

always track performance

A campaign’s success depends on constant monitoring and optimization. Use streamlined processes to track performance metrics like open rates, click-through rates, and conversions. For high-performing campaigns, replicate the formula for other areas. Adjust the audience, service line, or content for underperforming campaigns, or pivot to an entirely new approach.

Campaign planning doesn’t have to be overly complicated, but it’s vital to building and maintaining patient trust and engagement. By leveraging data insights, crafting highly relevant content, and staying creative, healthcare organizations can create campaigns that deliver meaningful outcomes in 2025 and beyond.

the intelligent healthcare experience platform

Start the year strong with tools that simplify your strategy. The Healthcare Experience Platform (HXP) empowers healthcare marketers to easily create impactful, patient-centered campaigns. With pre-built journeys, AI-driven tools, and automated workflows, you can achieve more with less while delivering personalized experiences that make every patient feel uniquely valued.

ready to transform your campaigns?

‍