Hacking Healthcare Marketing: How Brands are Reaching Teens & Young Adults
These campaigns aren’t just about selling products; they prioritize education. Whether it’s providing straightforward information on vital health issues or offering interactive experiences on popular social media platforms, these initiatives are making knowledge accessible and dismantling barriers surrounding sensitive topics. By focusing on empowering teens and young adults with the tools they need to take control of their health, these campaigns are fostering lasting change.
But education doesn’t have to be dry! These campaigns demonstrate the power of creativity in shifting perceptions. From utilizing humor and relatable situations to crafting captivating visuals and narratives, these initiatives are making healthcare discussions more engaging and approachable. The result? Young people are not only paying attention but also feeling empowered to explore and address their health concerns in a more open and informed way.
Finally, these campaigns aren’t just innovative – they’re delivering impressive results. Increased brand awareness, measurable changes in behavior, and a shift in how young people think about healthcare are just some of the positive outcomes. This issue of Hacking Healthcare Marketing explores these campaigns in detail, offering valuable insights for brands looking to connect with this critical demographic and ultimately, make a real difference in their health journeys.
Case 1
WELCOME TO ACID TOWN (germany)
Illustrations and differentiated visual language to engage young adults with the heartburn category.
The campaign around Talcid had special visuals aimed to catch the attention of the public and to rupture with the regular ad look and feel for the category. With a mix of real film and illustrations the campaign offers a change of perspectives, between everyday life and the effects on our well-being and our stomach. Stress at work, work-life im-balance, junk food, nervousness and love. Everything is reflected in Acid Town. In addition to a TV and cinema spot, a landing page showed Acid Town in detail once again and gives sufferers tips that have a calming effect on the stomach. From drinks, to music, to sports, to Talcid.
The campaign further distinguished itself not only for its eye-catching style but also by cleverly shifting perspectives between the everyday events in our lives and their impact on our stomach health. Viewers were presented with relatable situations like stress, junk food, and nervousness, allowing them to easily connect the dots between their lifestyle choices and how they affected their digestive well-being. This created a powerful connection that resonated with audiences on a personal level.
Overall, the Talcid “Acid Town” campaign serves as a shining example of the power of creativity and storytelling in healthcare advertising. By moving away from traditional approaches and engaging viewers on an emotional level, the campaign achieved both brand awareness and positive sales results.
Case 2
THE TRUTH, UNDRESSED (UK)
How an intimate health brand is fighting shame and stigma through a global education platform – and reached 163 million people through global media coverage.
The Truth, Undressed is a global education at scale platform to teach young people about vulval anatomy and vaginal health, covering everything from health conditions to pubic hair, all free of euphemism, metaphor and sexualisation. The platform was inspired by the fact that, though more progressive in terms of attitudes towards intimate health, the UK’s knowledge and access to education was still ‘abysmally low’.
Vagina Academy lesson plans have been taught to 150,000 students as part of the National Curriculum in schools across the UK. More than 163 million people were reached through global media coverage and in one month there were 42,000 visits to the website, with 81,290 website visits to date.
Case 3
INTENSIVÃO DA PPK (BRAZIL)
Brazilian version of the Vagina Academy runs entirely on TikTok
Intensivão da PPK , the digital school of vagina health offered a five-week program that teaches young people everything they need to know about vaginas in a fun and forthright way.
The key to eradicating shame is better education so we’re arming young people with all the knowledge they need to understand how their vaginas work, empowering them to have honest conversations about their bodies, and giving anyone, anywhere, access to treatment.
Intensivão da PPK had 28 interactive lessons in the place where our young target audience are – TikTok. They’re delivered by well-known influencers and experts with specialist knowledge in vaginas, psychology and body positivity, as well as a group of ‘students’ to further amplify our reach and relevance on the platform. 44m total video views; 210,000 enrolled Brazilians ; 17.5k classrooms filled.
Key Takeaways:
our cut ABBOVE
We saw
Creative Visuals Grab Attention: across all the cases, a clear trend emerged: compelling visuals are essential for grabbing the attention of young adults. This included everything from whimsical illustrations (“Acid Town”) to the engaging format of TikTok videos (“Intensivão da PPK”). These visuals served as a hook, drawing viewers in and making them curious to learn more.
Shifting Perspectives: the most successful campaigns didn’t just present information; they connected with viewers on a personal level. “Acid Town” translated everyday situations into the language of stomach health, “The Truth, Undressed” showcased relatable challenges faced by young women. This shift in perspective allowed viewers to connect the dots between their actions and their health.
Beyond Traditional Ads: gone are the days of relying solely on traditional advertising. The winning campaigns all prioritized making information accessible to their target audience. “Acid Town” utilized a mix of TV and a dedicated landing page, “The Truth, Undressed” offered a global educational platform, “Intensivão da PPK” leveraged TikTok. Meeting young adults where they are online plays a crucial role in successful healthcare marketing.
We learned that
Break the Mold, Spark Conversation: humor, relatable situations, and innovative storytelling can all be powerful tools. By moving away from established structures, healthcare marketing can become more engaging and effective.
Education Empowers: the most impactful campaign didn’t just sell products; they empowered viewers with knowledge. By providing factual information and resources in engaging formats, these initiatives helped young people take control of their health. Focusing on education, rather than just promotion, fosters long-term trust and brand loyalty.
Shifting Perceptions is Possible: these campaigns prove that healthcare topics don’t have to be presented in a direct or boring way. By prioritizing approachable messaging and relatable content, healthcare marketing can break down stigma and encourage young people to be more open about their health concerns. This shift in perception fosters a healthier future for all.
This encourages us
Embrace Bold Visuals: think beyond stock photos and traditional ad formats.
Meet Your Audience Where They Are: teens and young adults spend a lot of time online.
Prioritize Education Over Promotion: focus on providing valuable information and resources that empower young people to make informed decisions about their health.
Think Outside the Box: don’t be afraid to experiment with creative storytelling and innovative approaches.
Triggers for innovating
How might we use animation, illustration, or even humor to capture attention and make healthcare topics more engaging?
What if we explore more social media platforms, interactive experiences, or even influencer partnerships to connect with your target demographic.
How can we build trust through education and make the groundwork for long-term brand loyalty?
How might we break away from established marketing molds, you can create campaigns that not only resonate but also make a real difference in young people’s lives?
How can we leverage new technologies and interactive formats to create health care campaigns that are not only informative but also truly engaging for young adults?
What if we use unconventional approaches to break down stigma and encourage young people to be more open about their health concerns?
ABBOVE TEAM