Healthcare Marketing: Essential Digital Assets for Campaign Success

Digital is often the underpinning of successful healthcare marketing. A strong digital campaign connects your healthcare brand with people already searching for answers. However, a great message on its own won’t move prospective patients to act. The right tools will deliver it with clarity and purpose.

Those tools are your digital campaign assets: landing pages, microsites, social content, and banners. When these assets are done well, they guide patients from awareness to action, building trust and driving appointments.

Landing Pages: The Core of Conversion

A landing page is a single page built for one goal. It’s where people land after clicking an ad, an email link, or a social post. It is designed to keep a user’s attention on one next step, with no distractions and no extra clicks.

A focused landing page works well for patient acquisition. A campaign for a new orthopedic service or surgery, for example, could send visitors to a page with one clear action: “Request an Appointment” or “Download the Joint Health Guide.” Simple, direct, effective.

What Makes a Landing Page Work

• A Clear Headline: Tell visitors they’re in the right place. Match the ad they clicked and state the benefit clearly. “Expert Heart Care You Can Trust” beats “Cardiology Services.”
• Patient-Centered Copy: Speak to the patient’s needs, not your features. Use short phrases and bullets to highlight benefits like “minimally invasive,” “faster recovery,” or “board-certified team.”
• Proof of Trust/Reliablity: Patients look for reassurance. Add testimonials, doctor bios, certifications, or awards. A short doctor video can make the page feel personal.
• Simple Form and CTA: Ask only what’s essential: name, email, phone. Keep the button visible and clear: “Schedule Your Visit” or “Get Your Free Screening.” You can get the rest of their information on intake or follow up.

A good landing page removes friction. Every word and element should guide visitors to act.

Microsites: Telling a Bigger Story

A microsite is a focused website that lives outside your main website structure. It creates a space to expand on a topic or campaign without cluttering your primary site. Unlike a landing page, it can address multiple threads and considers a longer user journey.

Microsites are ideal when a single page isn’t enough. A hospital launching a new cancer center, for instance, might create a microsite featuring treatment options, doctor profiles, patient stories, and a virtual tour. It gives people a complete view of the service in one place.

When to Use a Microsite

• New Service Lines: A new maternity or neuroscience center deserves its own space to tell its story.
• Targeted Audiences: Create one for a specific group, such as people managing diabetes or parents researching pediatric care.
• Programs: Use one as a hub for health events, awareness campaigns, or educational materials.
• Recruitment: Build a recruitment microsite to attract providers that share your values or vision around healthcare.
• Alternate Languages: If you are marketing in a region where prospective patients speak multiple languages and have difference cultures, a microsite is a perfect way to cater a highly specific message to a key demographic.

Microsites require more effort, but allow you to build depth when you need it. They’re a strong choice when the story needs room to unfold.

Banners: Drawing Attention and Driving Traffic

Banners are the billboards of healthcare marketing. They appear on websites and social platforms, designed to grab attention fast. Their job is to build interest and drive traffic to your landing page or microsite.

Banners are a great tactic to promote a new facility, highlight telehealth options, or announce a free screening event. They don’t need to say much, they just need to say it well.

How to Design Banners That Work

• Keep It Clean: One strong image, a short message, and your logo. Nothing extra.
• Show The Value: Make the benefit clear: “Find a Doctor Near You” or “Same-Day Appointments.”
• Strong CTA: Tell people exactly what to do next. “Learn More,” “Book Now,” or “Get Started.”
• Visual Consistency: Use the same colors and style as the page they link to. It builds recognition and trust.

Simple design wins. In banners, every second counts.

Note: Banners have strict requirements including dimensions, file sizes, formats, and more. Make sure to check the ad standards of the platform that you’ll be deploying your banners on.

Social Assets: Extending Campaign Reach

Many campaigns opt to start on social media to cast a wide net. Posts, ads, and short videos can introduce your message before anyone visits your website. When used well, they build awareness, interest, and send audiences to your landing pages or microsites.

Why Social Assets Matter

• They Expand Visibility: Patients spend time on platforms like Facebook, Instagram, and LinkedIn. Your campaign belongs where they’re already looking.
• They Reach Specific Audiences: Paid targeting helps focus your message by location, age, or interest, so it’s shown to the people most likely to act.
• They Build Credibility: Sharing real stories (from patients, physicians, or staff) helps people connect with your brand and trust what you offer.

Creating Social Assets That Work

• Stay Consistent: Use the same look and tone as your banners and landing pages. Each post should feel like part of the same campaign.
• Keep One Goal Per Post: Ask for a single action, such as “Book Now” or “Join Our Event.” Avoid giving people too many choices.
• Use Motion and Short Clips: A 10-second video of a doctor or patient story often gets more attention than a static image.
• Pay Attention to Results: Track what gets clicks, shares, or appointments, then build on what works.

Strong social content keeps your campaign in front of patients, builds trust through familiarity, and drives traffic to the pages where decisions happen.

Bringing It All Together

Landing pages, microsites, social posts, and banners work best when they support each other. A banner grabs attention. A social ad builds interest. The landing page channels that interest into action. The microsite deepens trust and understanding.

Picture a patient scrolling through their feed. They see an ad for your new urgent care clinic, click through to a simple page, read a quick testimonial, and schedule a visit, all in one flow. That’s how a well-planned campaign turns awareness into real appointments.

When every piece works toward the same goal, your marketing doesn’t just promote services, it connects people with the care they’re looking for.

At COLAB, we have a depth of experience in healthcare, both in redesigns and campaign work. Reach out to us if you need help creating web assets for your next campaign.