What makes a really good healthcare billboard? Should it make you laugh? Should it make you think? Should it make you tear up?
Since we’re a strategy-first healthcare marketing agency, we think the answer’s simple: A really good healthcare billboard supports your strategy.
Are you trying to drive patient visits to your clinic? Are you building awareness about a new service line at your hospital? Are you announcing a revolutionary drug you want patients to ask their doctors about?
Once you have a clear strategy, it’s easy to judge the effectiveness of any healthcare billboard. Does it support that strategy? Yes? It’s great. Does it not? Then, no, it’s not great.
We’ve collected 6 of our favorite healthcare billboard campaigns and outdoor executions. Because we didn’t make them, we’ll share our guesses at what the strategy was behind each of them. At the end, we’ll pull back the curtain and share a bit about the strategy behind one of our favorite healthcare billboards that we DID make.
#1 – ER Wait Time Billboards
We’re treating these as a “class” of healthcare billboards, not a single one. It’s a good idea that’s been used by multiple emergency rooms around the country.
Our Guess at the Strategy
One of the biggest challenges for hospital emergency rooms in busy areas is wait times. Go in on the wrong day with anything short of a heart attack, and you might be waiting hours to see a doctor.
Our guess is that these ER wait time billboards are being put up by hospitals who have either worked hard to reduce their ER wait times after earning a poor reputation, or “2nd-place” hospitals trying to draw patients from a larger, better-known competitor.
Either way, we expect it’s incredibly effective at supporting that strategy.
#2 – In-Chair Dental Reviews
To attract new patients, Minnesota-based Mendota Heights Family Dental teamed up with Connecticut-based agency Decker to create a campaign that would stand out in the crowded dental market. The campaign, titled “In-Chair Reviews,” plays on a familiar scenario: dentists asking questions while patients are mid-appointment, leading to amusingly garbled responses. This campaign brings that experience to life, with testimonials written as if the patients still have dental instruments in their mouths. Quotes like “I ehfinitely echommend thi cwinic,” “Ahazihng saff,” and “I ike oing ooo entist nohw” capture the humor and authenticity of real patient interactions.
Our Guess at the Strategy
We’re guessing Mendota Heights Family Dental wanted the same thing many dental clinics want: more patients. And social proof (fancy for “recommendations from other people”) is something lots of potential dental patients value when they’re looking for a dentist.
So then, what better way to attract those potential patients than to use reviews, but make them fun, funny and memorable? Two birds, one stone.
#3 – Panadol: “Not That Pain”
This Panadol campaign, created by Leo Burnett Costa Rica, highlights life’s relatable “pains” that medicine can’t fix.
Our Guess at the Strategy
Panadol is likely aiming to boost brand awareness against generics and close competitors like Tylenol and Aspirin. By acknowledging a “weakness” in tackling emotional pains, the campaign builds credibility and confidence, presenting Panadol as a trustworthy choice for all physical pain relief. This clever admission (that doesn’t really admit anything) helps Panadol connect with consumers on a more authentic level.
#4 – BC Lung Foundation: “Stop Childhood Asthma From Stopping Childhood”
This campaign for the BC Lung Foundation contrasts the joys of childhood with the harsh realities of living with asthma. Each ad pairs a fun childhood activity, like “Hit a Home Run,” with the struggles of asthma, like “Run Out of Breath”. It’s easy to make billboards that focus on childhood healthcare topics into tearjerkers. But, this one manages to communicate how challenging these conditions are without pulling too hard on your heartstrings.
Our Guess at the Strategy
Our guess is that the primary goal of this campaign is to raise funds for the BC Lung Foundation. By illustrating how asthma disrupts simple childhood joys—like sports and family activities—the campaign creates an emotional connection with viewers. This approach emphasizes the urgency of the BC Lung Foundation’s work and encourages potential donors to see their contributions as a way to protect and restore these experiences for kids.
#5 – Vision Express “Need Glasses?”
This Vision Express campaign uses small, hard-to-read text to mimic the experience of realizing you may need glasses. By placing tiny text on bus stops, newspapers, and cinema screens, the ads prompt viewers to squint or lean in, just as they would if they were struggling with their vision.
Our Guess at the Strategy
Vision Express’s campaign goal here is likely to drive awareness and appointments, positioning itself as the go-to choice for accessible, high-quality eye care. It’s one thing to say “You might need your eyes checked.” It’s another to make people squint to read your ad.
#6 – Tema Foundation: “PPE For Your Mind”
Description
This OOH healthcare campaign from the Tema Foundation uses the concept of “PPE for Your Mind” to encourage first responders to prioritize mental health alongside physical safety.
Our Guess at the Strategy
This campaign likely aims to destigmatize mental health support for first responders by reframing it as an essential form of PPE. First responders are already accustomed to using physical protective gear, but mental health care is often overlooked or stigmatized in their field. By positioning mental health support as just another type of protective equipment, the Tema Foundation’s campaign encourages first responders to view seeking help as a normal, necessary step in safeguarding their well-being.
#7 – The One We Made – “Pasadena’s Newest Power Couple”
The Strategy
What do Blake Lively and Ryan Reynolds, Meghan Markle and Prince Harry, Beyoncé and Jay-Z all have in common? They’re all great on their own, but they’re even better together as power couples.
When Huntington Health needed to announce its affiliation with Cedars-Sinai, we faced the challenge of communicating the strength of their partnership in a way that would resonate with Pasadena’s community. Huntington’s longstanding local legacy and Cedars-Sinai’s reputation as a top healthcare leader created a unique opportunity that could elevate care in Pasadena.
We landed on a strategy inspired by a familiar concept in LA: the “power couple.” Just like iconic celebrity duos, Huntington Health and Cedars-Sinai are two respected names that are even stronger together. This metaphor not only highlighted their combined strengths, but also made the affiliation feel accessible and exciting to the Pasadena audience.
Let’s Build Your Strategic Healthcare Billboard Campaign
These healthcare billboard campaigns could all be part of a well-thought-out marketing strategy that connects with audiences on a deeper level.
If you’re looking for an agency that can build a strategic healthcare billboard campaign tailored to your goals, we’re here to help. At Echo-Factory, we’re experts in crafting campaigns that don’t just look good: They drive results. Let’s talk about how we can bring your message to life in a way that engages, inspires, and delivers.
