Top Tactics for Healthcare Marketing in Chicago Hospitals

Chicago’s healthcare scene is evolving fast. Networks are merging, big hospitals are expanding into the suburbs, and mini-clinics are popping up everywhere.

In this competitive landscape, a strong marketing strategy is essential to attract new patients and build trust.

At Zoe Marketing & Communications, we help Chicagoland providers connect with their audience. And we’ve seen that a mix of four several tactics — tailored to patients’ concerns — delivers the best results.

Understanding what Chicago patients want most

To market effectively, you need to know what matters to your future patients. Your message should show that you understand their needs. And demand has surged for:

• Quick ER response times
• Comprehensive pediatric care
• Specialized services like neurology and cosmetic procedures
• Advanced diagnostic and lab facilities

If you offer these services, make sure Illinoisans know you’re a trusted healthcare provider.

4 best tactics to market your healthcare services in Chicago

A blend of streaming video, SEM, targeted emails and traditional media helps you stand out.

1. Streaming video reaches patients where they are

People consume video content daily on platforms like Netflix, Prime and YouTube. That makes over-the-top (OTT) ads a powerful tool. Unlike traditional TV, OTT is:

• Highly targeted: Ads reach specific ZIP codes, age groups and viewing habits.
• More effective than network TV: You’re not wasting spend on broad, untargeted audiences.
• Ideal for storytelling: Testimonial-driven ads build trust and credibility.

A short video could feature a Schaumburg mom sharing her positive urgent care experience, for instance. 

2. Search engine marketing captures online searches

Most patients start their healthcare search on Google. That’s where search engine marketing (SEM) comes in.

• Target the right keywords: Think “best pediatrician in Chicago” or “MRI near me.”
• Send people to the right page: Your landing page should be clear, intuitive and action-driven.
• Follow up with retargeting: Not everyone books an appointment right away. Keep your brand top of mind with retargeting ads.

A well-executed SEM strategy helps hospitals and clinics drive patient acquisition where it matters most — search results.

3. Targeted email campaigns reach the right audience

Targeted email marketing connects with people who are a strong match for your services. While medical privacy laws limit some targeting, you can still focus on:

• Geographic areas
• Ages and demographics
• General browsing behaviors

Follow-up emails (retargeting) increase engagement. If someone opens your email but doesn’t act, sending a series of targeted follow-ups boosts response rates.

Make sure your emails are:

✔ Visually engaging (hospital, doctor or patient image)
✔ Short (50-200 words)
✔ Clear about the call to action (e.g., “Schedule a free consultation”)

4. Traditional media still holds value

Even in the digital age, radio, TV, newspapers and billboards remain effective for hospitals and large practices. Why?

• They build credibility and trust.
• They reach older demographics who rely on traditional media.
• They work well for seasonal health awareness campaigns.

From what we’ve seen, most hospitals allocate around 10% of their marketing budget to traditional media. Simple, well-branded messages make the biggest impact.

Next steps for your Chicago healthcare marketing strategy

Marketing in Chicago’s crowded healthcare industry isn’t easy. But a multichannel approach — blending video, SEM, email and traditional media — increases your visibility and impact.

Looking to refine your strategy? Talk to us. Zoe Marketing & Communications and Chicago Parent have the expertise to help you connect with the right patients.

Still weighing your options? Explore: 

• Why multichannel marketing matters
• Strategies for a full-funnel marketing approach