Let’s be blunt: if your healthcare marketing strategy isn’t designed to grow your business, impact your audience, and do some good — then what exactly is it doing?
In a time when healthcare systems and health plans are being asked to do more with less, the old playbook just doesn’t cut it anymore. Marketing can no longer be just about messaging. It must be about momentum — business-building, trust-building, purpose-driven momentum.
That’s the philosophy behind ab+a’s GiG Model: Grow. Impact. Good.
And it’s more than just a clever acronym. It’s a new way to think about how we connect with the people who matter most — patients, members, providers, communities — and how we show up in the marketplace with relevance and purpose.
Healthcare marketing must evolve from a support function or overhead to a strategic engine of growth — one that doesn’t just create awareness, but actually drives business transformation.
It’s time for marketing leaders to step up as revenue drivers, brand architects, and culture builders. That requires new tools, new thinking, and new expectations from the top down.
Let’s break it down.
GROW: From Activity to Accountability
Growth used to mean “run more ads.”
Now it means “run smarter, scale faster, and prove it worked.”
That’s where AI-powered insight is a game-changer. The GiG model begins with growth as the driver — and not just any growth, but the kind that maps directly to your organization’s strategic priorities:
✅ Higher-value procedures
✅ Member acquisition and retention
✅ Brand preference
✅ Market share
Using a mix of AI-based analytics, human strategy, and experience-informed intuition, we zero in on what actually moves the needle — and then we optimize relentlessly.
We’re not talking about “spray and pray.” We’re talking about:
Predictive analytics that reveal who’s most likely to convert and why
AI-powered media mix modeling that maximizes ROI across paid, owned, and earned channels
Programmatic buys that adjust in real-time to market signals
Creative tailored to micro-segments, not just demographics
All of this is built into a smart, scalable Engagement Strategy that reaches your targets where they are — and moves them where you want them to go.
Healthcare is personal. Your marketing should be too.
Whether it’s guiding a patient toward a cardiology consult or bringing a new member into your Medicare Advantage plan, we make every touchpoint count.
Quick Win: Use AI tools (like Google’s Performance Max or Meta Advantage+) to automatically test ad variations across multiple channels — and apply learnings weekly. Set up a real-time dashboard to track top-performing messages.
IMPACT: Strategy is Easy. Execution is Everything.
We’ve all been in those rooms: strategy slides, flowcharts, maybe even a killer tagline.
And then… crickets. Or chaos. Or something in between.
Here’s the real secret of healthcare marketing:
Most failures aren’t because the strategy was wrong.
They’re because execution didn’t follow through.
That’s why the Impact phase of the GiG Model is built around Flawless Implementation. Not just buttoned-up project plans — we’re talking AI-enhanced, trigger-based, performance-optimized execution that can scale and adapt in real-time.
Consider this your modern-day marketing command center:
AI-enabled workflows that reduce lag, waste, and “who’s doing what” confusion
Automated content production so your team spends less time wrangling assets and more time being strategic
Real-time performance dashboards that flag what’s working (and what isn’t) before budgets are wasted
It’s not just about doing more. It’s about doing what matters — faster, better, and with fewer mistakes.
Speed and precision aren’t luxuries anymore — they’re expectations.
And in healthcare, where timing is everything and trust is fragile, there’s no room for sloppy. We make sure your execution is airtight.
Quick Win: Use MarkeTeams.ai to streamline campaign execution across marketing, content, and compliance teams. Example: Set up AI-powered workflows that auto-route creative assets for review, generate reminders, and flag bottlenecks before they delay your launch. Bonus? It tracks campaign ROI and assigns credit to every team member involved.
GOOD: Brand Purpose Isn’t Fluff. It’s Fuel.
We’re done pretending that doing good and doing well are separate ideas.
Today’s consumer — especially Millennials and Gen Z — expects the brands they trust to stand for something more.
And if they don’t see it, they’ll scroll on by.
The Good phase of the GiG Model integrates your brand’s contribution to the community directly into your marketing. Not as an afterthought — but as a strategic differentiator.
And no, this isn’t about performative CSR or vague “caring” campaigns. It’s about:
Promoting your impact on underserved populations
Aligning your values with causes your audience already supports
Measuring sentiment to understand how your efforts are landing
AI helps us track and tune the social signals. Human creativity helps us turn that into emotionally resonant stories.
Because here’s the kicker: Doing good builds goodwill. And goodwill builds lifetime value.
A trusted brand grows faster.
A trusted brand converts for less spend.
A trusted brand is more profitable.
A trusted brand outlasts the next generation.
In fact, brands built on purpose outperform the S&P 500 by almost 400% and even more for Not-for-proftis.
(Source: Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies
By Jim Stengel)
So let’s stop siloing sustainability, equity, and giving back. Instead, let’s bake them into the brand — and let your customers feel good about choosing you.
Quick Win: Create a “Brand Good Tracker” — a monthly dashboard that pulls in data from social listening tools (like Brandwatch or Sprout), tracks engagement with cause-based content, and includes a short customer feedback loop (think: 1-click survey in email).
The Bottom Line
Healthcare marketing is hard.
You’re managing complexity, compliance, competition — and constantly shifting expectations from leadership, clinicians, and consumers alike.
But it’s also an incredible opportunity.
With the GiG Model — Grow, Impact, Good — we help healthcare brands like yours stop reacting and start leading.
Grow smarter.
Execute flawlessly.
And build a brand that actually matters.
That’s not just marketing. That’s momentum.
Quick Win: Audit your current campaign against the GiG framework:
Does it drive measurable growth?
Is there a clear execution plan with feedback loops?
Does it connect to a bigger purpose?
Score each element 1–5. Anything under 4? Time to optimize.
