Healthcare PR and Marketing: News, Guides and Case Studies

Healthcare PR and marketing is the work of earning patient, clinician and community trust for hospitals, health systems, insurers, practices and care brands. It combines earned media, advertising, patient education and clear public records. Healthcare communicators work with extra care because their messages can affect decisions about a person’s care. EPR ranks 20 firms in its best healthcare PR agencies list, and covers the field with case studies, campaign lists and AI visibility research. This hub is the home for hospitals, providers and payers. Pharma, health tech and wellness each have their own hubs: Pharma, Health Tech and Wellness.

Key facts

• 25 campaigns: EPR’s list of the best hospital marketing campaigns, 2004 to 2025, from Kaiser Permanente’s Thrive to MD Anderson’s $2.5 billion appeal
• 12,000 or more attendees: HLTH in 2025, up from 3,000 in 2018
• About 400 centers: GoHealth Urgent Care’s co-branded network across 16 states and 12 health-system partners
• 8 insurers: scored in EPR’s Health Insurer AI Disclosure Index on 6 public-disclosure signals

What does healthcare PR and marketing cover?

Healthcare PR and marketing covers six groups of organizations, and each one earns trust in a different way.

What do the best hospital campaigns teach?

The best hospital campaigns pair a clear promise with proof. EPR’s 25 best hospital marketing campaigns covers 2004 to 2025, with agencies, budgets and results, and shows how long-running themes such as Kaiser Permanente’s Thrive build recognition over years. Fundraising appeals such as MD Anderson’s $2.5 billion campaign show how a care mission can support large community giving.

How do health systems grow through partnerships?

Joint ventures let health systems extend their brand into everyday care. GoHealth Urgent Care runs about 400 co-branded centers in 16 states with 12 health-system partners, including Northwell, UCSF Health, UPMC and Memorial Hermann. EPR’s GoHealth profile explains the model. Conferences also shape the field: HLTH grew from 3,000 attendees in 2018 to more than 12,000 by 2025, built by the founders of Money20/20, as EPR’s HLTH history shows.

How does one public voice change patient behavior?

A single, clear public story can move patients to act. After Angelina Jolie’s 2013 op-ed, UK referrals rose from 1,981 to 4,847 and U.S. BRCA tests rose 64%, according to two studies summarized in EPR’s Angelina Jolie Effect. The lesson for healthcare teams is that plain language and a trusted messenger can raise awareness of care that people need.

What is changing in healthcare communications?

Five shifts are changing how healthcare brands plan their communications.

Patients search with AI before they call

Patients ask answer engines about conditions, clinics and procedures. Accurate provider pages and credentialed experts give those engines good sources. EPR’s research found that Andrew Huberman’s podcast ranks nearly equal to Joe Rogan’s in AI visibility despite about one-tenth of the audience, which shows credentials carry weight.

Elective care follows search data

EPR’s cosmetic surgery search study, by 5W Public Relations (a PR, creative and GEO agency) and Haute MD, shows aesthetic practices can plan content state by state. Vision correction marketing is moving beyond LASIK-only campaigns as ICL adoption grows 76%.

Medical spas are a $24 billion category

EPR’s 25 best medical spa marketing examples covers pricing and differentiation across the category.

AI tools need safe use

Healthcare communications teams now use AI for drafting and research. EPR’s guide to AI tools for healthcare communications teams covers HIPAA, clinical review and tool tiers.

Insurers are building clearer public records

EPR’s Health Insurer AI Disclosure Index scores eight insurers on six public-disclosure signals. UnitedHealth Group leads at 79, followed by Elevance Health at 75, which shows how much credit clear public disclosure earns.

What works in healthcare PR and marketing now?

Healthcare programs hold up when the facts are clear, the messenger is credible and the plan is ready before it is needed.

Which healthcare stories should you read first?

• Agencies: 20 best healthcare PR agencies
• Campaigns: 25 best hospital marketing campaigns, 25 best medical spa examples, 16 best LASIK campaigns
• Partnerships and events: GoHealth Urgent Care, HLTH history
• Patient behavior: Angelina Jolie Effect, Dental PR in the AI era
• Related hubs: Pharma, Health Tech, Wellness

Everything-PR News, LLC and 5W Public Relations share a common ownership group. Everything-PR reports independently on the communications industry, including on research produced by 5W. Editorial decisions are made by Everything-PR's editorial team.