The 5 Best Healthcare Marketing Campaigns in 2017

As 2017 comes to an end, I can’t help but reflect on what a year it’s been. Between legislative uncertainty, updated regulations, and an intense focus on improving patient lives—it’s safe to say that the healthcare and life sciences industry experienced a lot this past year.

But regardless of how 2017 unfolded, I want to focus on the positive. Specifically, the feel-good healthcare marketing campaigns of 2017. The ones that made me want to be a part of something bigger. The ones that made me want to volunteer my time and join them in their efforts. The ones that inspired me to be a better marketer.

Here are my top picks for the best feel-good campaigns in 2017:

Philips: #MakeLifeBetter Campaign

Philips continued to take personalization and engagement to the next level in 2017 with their Better Me, Better World platform as part of their #MakeLifeBetter campaign. In an age of connectivity, Philips understands that a personal connection and a commitment to making the world a better place needs to be engrained into their marketing programs. They also recognize that their consumers should be an integral part to achieve their goal: Improving the lives of 3 billion people each year by 2025.

The #MakeLifeBetter campaign has enabled Philips to connect with their consumers in a way that resonates with their social conscience. By understanding what matters to people, they’re able to create innovations that make a real difference to the way we live. Not only that, but their Better Me, Better World platform provides users with personal benefits, while also giving them the opportunity to help prioritize the causes that Philips will support in 2018.

Some causes include:

  • Caring for at risk mothers and children
  • Community access to healthcare
  • Social entrepreneurs
  • Healthy lifestyles for children
  • First aid education

Abbott: The Science of Girl Power Campaign

In the STEM (science, technology, engineering, and math) disciplines, women are extremely underrepresented. A recent study found that girls as young as 6 years old believe that being “really, really smart” means being a boy. But STEM disciplines have no gender. Neither does intelligence.

Abbott recognized this discrepancy and decided to do something about it. When the United Nations introduced the International Day of Women and Girls in Science, celebrated on February 11, Abbott took it one step further. To encourage and empower young girls to embrace the STEM field, Abbot invited a group of 4- and 5-year-old girls at Abbott’s Early Discoveries Center—a child development center open to employees—to ask female scientists why they love science.

Not only did it make for an adorable video, but it also highlighted that today’s students are tomorrow’s inventors and innovators. Abbott has supported programs that ignite a passion for STEM careers, but has also invested more than $44 million in programs and exhibits that advance STEM education. And that’s for kids from the primary grades through high school, in countries around the world.

Look at what these girls learned from women who know the power of possibility here.

Henry Schein: #AccessibleOralHealth Campaign

The significant need to enhance oral healthcare for people with disabilities can no longer go unnoticed. This is why Henry Schein joined The Viscardi Center and NYU Dental School to create Project Accessible Oral Health (PAOH). PAOH is an international partnership that raises awareness of, and addresses the need for, increased oral healthcare for people with disabilities.

By focusing on improved care and healthier outcomes, Henry Schein is enabling people with disabilities to overcome specific barriers. These barriers range from difficulty paying for treatment and obtaining dental coverage to physical challenges, such as accessing a practitioner’s office or being seated in a dental chair. Let’s not discuss the lack of alignment oral health practitioners experience with the current reimbursement system and this population.

Henry Schein understands that oral health and overall health are deeply connected, and this campaign further proves their commitment to improving people’s lives, no matter the obstacle. Check out some of the project’s success stories here.

Boston Scientific: #STEMtember Campaign

Like Abbott, Boston Scientific created numerous campaigns geared toward the STEM disciplines. One stood out, however: their #STEMtember campaign during the month of September. See what they did there?

Boston Scientific’s goal is to fuel the next generation of life science professionals by encouraging and equipping students to achieve in STEM careers. To achieve this, they’ve created employee STEM teams around the globe who volunteer their time by mentoring, hosting events, and helping make STEM fun and accessible for students of all ages and backgrounds.

Their #STEMtember campaign featured a collection of stories from Boston Scientific teams around the world and the STEM activities they’re participating in. Some of my favorites include:

  • Robot Competition Team
    • The Robettes, an all-female team of high school students, build and compete in regional and international robotics competitions. Boston Scientific mentors the award-winning team and other similar teams in markets where they have a business presence.
  • Science School Program in Japan
    • Boston Scientific Japan launched a medical science experiential school for children to become “kid doctors” and learn about the human body. The school is aimed at providing medical and scientific education to nurture future generations. Programs were designed for children to have hands-on learning about the body and the world of medical care.
  • Cork School Partnership
    • Boston Scientific Cork Women’s Network introduced a STEM school partnership to encourage girls aged 12- to 14-years in the surrounding community to pursue studies in STEM subjects.

Johnson & Johnson: Preparing Nurses for the Future Campaign

Throughout 2017, J&J focused extensively on the Nursing profession. But why? Well, J&J celebrated the 15-year anniversary of their Campaign for Nurse’s Future.

They launched the Campaign for Nursing’s Future in 2002 to address the most profound nursing shortage in our nation’s history. By 2025, it’s predicted that there will be a shortfall of over half a million nurses, and a serious shortage of nurse educators—all as the massive Baby Boom generation approaches its time of greatest healthcare need. The Campaign seeks to bring more people into this rich and rewarding career and to preserve the quality and availability of healthcare in the future.

DiscoverNursing.com is an online extension of the Campaign. It’s where nursing organizations, schools, hospitals and other healthcare groups share information and resources to help provide opportunities for students and nurses alike.

To see how this campaign has affected the lives of nurses, check out their stories here.

While I know there are many organizations out there creating campaigns that educate, inspire, and improve lives—these are my top choices for the feel-good marketing campaigns of 2017. I can’t wait to see what 2018 will bring!


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