{"id":21196,"date":"2026-10-28T17:15:40","date_gmt":"2026-10-28T21:15:40","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21196"},"modified":"2026-10-28T17:15:41","modified_gmt":"2026-10-28T21:15:41","slug":"healthcare-marketing-has-a-storytelling-problem","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/healthcare-marketing-has-a-storytelling-problem\/21196\/","title":{"rendered":"Healthcare Marketing Has a Storytelling Problem"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <a href=\"https:\/\/www.linkedin.com\/in\/beckyworkhorsestudio\/\">Becky Johnson<\/a>, Advertising Week Writer &amp; Podcast Host<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Healthcare advertising has a tendency to look the same. Doctors walking through hallways, impressive medical equipment, lists of specialties, and awards that are supposed to convince us we&#8217;re in good hands. None of those things are unimportant, but when every hospital leads with the same message, how is anyone supposed to tell the difference?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s an especially difficult problem for regional health systems. They&#8217;re competing with the hospital down the road, but they&#8217;re also competing with the perception that better care requires a trip to a major city. How do you convince someone that the care they need is already in their community without sounding like every other hospital making the same claim?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I recently spoke with <a href=\"https:\/\/www.linkedin.com\/in\/chuckmeehan\/\">Chuck Meehan, <\/a>Chief Creative Officer at <a href=\"https:\/\/pavonegroup.com\/\">Pavone Group<\/a>, about the agency&#8217;s work with Penn State Health and its <em>Breakthrough Medicine Lives Here<\/em> campaign. What started as an effort to change perceptions of the health system&#8217;s cancer care became a much larger conversation about storytelling, emotional connections, and why healthcare brands need to give people something to feel, not just something to know.<\/p>\n\n\n\n<h3 id=\"h-people-don-t-make-decisions-on-facts-alone\" class=\"wp-block-heading\">People don&#8217;t make decisions on facts alone.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When Pavone began working with Penn State Health, the challenge was more than simply promoting the hospital&#8217;s capabilities. The health system had made significant changes to its cancer division and needed to address perceptions of its care, particularly among people who might otherwise travel to Philadelphia or Pittsburgh for treatment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The obvious approach would have been to highlight the doctors, research, technology, and facilities. And those things still mattered. But Chuck wanted to approach the campaign differently.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His team started by identifying what Penn State Health needed people to understand and then finding stories that would make them care. They developed a brand voice Chuck calls &#8220;thoughtful swagger,&#8221; bringing a little more confidence and personality to a category that tends to play it safe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s an important distinction. Brands often approach advertising as an opportunity to tell people something about themselves. But knowing something about a hospital isn&#8217;t necessarily going to change how someone feels about going there.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The facts help justify a decision. The story gives someone a reason to consider it in the first place.<\/p>\n\n\n\n<h3 id=\"h-sometimes-the-best-hospital-commercial-doesn-t-look-like-a-hospital-commercial\" class=\"wp-block-heading\">Sometimes the best hospital commercial doesn&#8217;t look like a hospital commercial.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One of the strongest examples of that approach is Penn State Health&#8217;s &#8220;Bell&#8221; commercial, which ran as part of the campaign&#8217;s Super Bowl and Olympics advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The idea came from a familiar tradition in cancer care: ringing a bell to mark the end of treatment. Chuck and his creative partner, Rich Wakefield, started thinking about the different bells associated with Pennsylvania and what those sounds represent to the communities around them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The commercial moves through those bells before revealing the one that carries an entirely different meaning. For much of the spot, viewers don&#8217;t even know they&#8217;re watching an advertisement for a hospital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that&#8217;s what makes it work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of opening with cancer treatment and asking people to pay attention, the story gives them something familiar, creates curiosity, and then delivers the emotional connection. The bell becomes more than a symbol of completing treatment. It connects the care happening at Penn State Health to the people and places the hospital serves.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The campaign&#8217;s message, <em>Breakthrough Medicine Lives Here<\/em>, works because the story has already shown us what &#8220;here&#8221; means.<\/p>\n\n\n\n<h3 id=\"h-you-don-t-always-need-to-show-the-medicine-to-show-the-care\" class=\"wp-block-heading\">You don&#8217;t always need to show the medicine to show the care.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Some of the campaign&#8217;s most interesting creative came from footage that wasn&#8217;t originally intended to become its own commercial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chuck described filming a group of Penn State Health cancer physicians sitting around a table, talking about their work. During editing, he realized they looked like a team of superheroes or crime fighters. That observation became the basis for a film about a league of cancer fighters, which he said was one of the campaign&#8217;s highest-performing pieces.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another film came from footage of a doctor getting ready for work in a locker room. The director had captured it as additional material, but Chuck saw an opportunity to tell a different kind of story.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The team built a familiar daily to-do list around the footage. Get ready for work. Deal with the usual responsibilities. Take care of everything that needs to get done.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And then the final task: save someone&#8217;s life.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We never need to see the operating room or the technology. We already understand the weight of that doctor&#8217;s day because we&#8217;ve been invited to recognize something familiar before being reminded how different his job really is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s the value of good storytelling. You don&#8217;t have to explain everything when you&#8217;ve found the right way to make someone understand it.<\/p>\n\n\n\n<h3 id=\"h-who-decided-nobody-has-an-attention-span-anymore\" class=\"wp-block-heading\">Who decided nobody has an attention span anymore?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One of the more interesting decisions behind the &#8220;Bell&#8221; commercial was its length. The campaign was initially planned around 30-second spots, but the team realized the story needed 60 seconds to work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s a fairly bold decision in an industry obsessed with making everything shorter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;re constantly being told that nobody has an attention span anymore. Advertising needs to be faster, shorter, and immediately understandable. But people will happily spend hours watching a series, following complicated storylines, and waiting for the next episode.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maybe the problem isn&#8217;t the length. Maybe it&#8217;s whether the story is worth watching.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chuck has worked on several Super Bowl campaigns, including General Motors commercials featuring Will Ferrell and Mike Myers. Those campaigns had comedy and celebrities working in their favor. Penn State Health needed to deliver something entirely different, but it still had to earn attention on one of advertising&#8217;s biggest stages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The extra 30 seconds gave the &#8220;Bell&#8221; story room to develop, and the approach has carried into the next phase of the campaign, including heart and vascular care.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chuck&#8217;s perspective on length comes from an old lesson about long-copy advertising: it doesn&#8217;t matter how long something is as long as it&#8217;s interesting getting to the end.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s a useful reminder for an industry that sometimes confuses shorter with better.<\/p>\n\n\n\n<h3 id=\"h-getting-attention-is-only-half-the-job\" class=\"wp-block-heading\">Getting attention is only half the job.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Chuck has two tests for creative work: it needs to be disruptive enough to get attention and relevant enough to hold it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Penn State Health campaign is a good example of both. The bell gets your attention because you don&#8217;t immediately know where the story is going. The doctor&#8217;s to-do list works because we recognize our own daily routines before understanding the much higher stakes of his.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neither approach depends on making the hospital look bigger, more expensive, or more technologically advanced than its competitors. The creative gives people a different way to think about the care that&#8217;s already available in their community.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Healthcare brands have plenty of important information to communicate, and that isn&#8217;t going to change. But there&#8217;s a difference between giving people information and giving them a reason to remember it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Penn State Health didn&#8217;t need another commercial telling people it had excellent doctors and advanced cancer care. It needed a story that made them look at those doctors and that care differently.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And sometimes that story starts with the sound of a bell.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Healthcare advertising has a tendency to look the same. Doctors walking through hallways, impressive medical equipment, lists of specialties, and awards that are supposed to convince us we&#8217;re in good hands. None of those things are unimportant, but when every hospital leads with the same message, how is anyone supposed to tell the difference?<\/p>\n","protected":false},"author":26,"featured_media":21197,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[19],"topics":[2],"class_list":["post-21196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-health","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Healthcare Marketing Has a Storytelling Problem | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/healthcare-marketing-has-a-storytelling-problem\/21196\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Healthcare Marketing Has a Storytelling Problem\" \/>\n<meta property=\"og:description\" content=\"Healthcare advertising has a tendency to look the same. 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