Best Practices for Full-Funnel TV Advertising in Hospital Marketing

When it comes to building a reputable brand, healthcare marketers have a unique challenge. Healthcare decisions often happen quickly, under stress, and with little time for research. Patients and families don’t scroll endlessly or comparison shop in those moments. They rely on recognition and familiarity built earlier. Of course, that doesn’t mean hospital marketing stops at awareness.

Connected TV plays a powerful role across the funnel, helping hospitals build recognition early, stay top of mind, and drive meaningful action when patients are ready to make their most important decisions.

Why CTV Is a Natural Fit for Hospital Marketing

CTV works for hospitals because it combines brand-building power with performance capabilities.

1. Household Reach + Co-Viewing

Hospital decisions are often shared decisions. CTV reaches entire households watching together, making it effective for influencing both awareness and follow-up actions (like website visits or appointment searches).

2. Premium, Trusted Environments

Healthcare messaging benefits from credibility. CTV places hospital ads alongside trusted news, sports, and family programming: environments that reinforce legitimacy while capturing attention.

3. High Attention, Low Distraction

CTV ads are full-screen and unskippable. That level of attention leads to stronger recall, and higher likelihood of follow-up behaviors like branded search, site visits, and appointment consideration.

4. Local Targeting at Scale

Hospitals serve defined geographic areas. CTV allows marketers to target by ZIP code or DMA, ensuring ads reach the right communities without wasted spend.

Best Practices for Hospital CTV Advertising

To maximize impact, hospital marketers should think about CTV as both a brand and performance channel.

Build Awareness, Then Make Action Easy

CTV builds familiarity, but strong hospital campaigns also include clear next steps:

• Visit our website
• Learn about our services
• Find a nearby location
• Book an appointment

Recognition lowers friction when patients are ready to act.

Use Consistency to Drive Lift

Repeated exposure on CTV strengthens recall and increases the likelihood of action over time. Hospitals that maintain steady presence often see stronger lift across both brand and site engagement metrics.

Design for Households, Not Just Individuals

Messaging should be clear, reassuring, and relevant to shared decision-making, while still guiding viewers toward a specific action.

Measure Beyond Impressions

Healthcare CTV advertising success isn’t just about reach. Leading marketers look at:

• Website traffic and page views
• Branded search lift
• Location visits or appointment interest
• Conversions tied to campaigns

How Paramount Ads Manager Helps Hospitals Drive Full-Funnel Impact

Paramount Ads Manager makes it easier for hospital teams to activate on TV in a way that supports both awareness and action.

With Paramount Ads Manager, hospitals can:

• Reach local households at scale across premium Paramount streaming inventory
• Launch quickly, even with small teams and limited creative resources
• Use unskippable 30-second ads designed to capture attention and drive recall
• Measure real outcomes, including site visits and conversions

Just as importantly, Paramount Ads Manager reaches audiences that are already deeply engaged in managing their health.

Across Paramount Ads Manager Peak Placement audiences:

• 78% have visited a doctor or health professional in the past year
• 75% say they go to the doctor regularly for check-ups
• 69% say they always do what their doctor tells them to do
• 76% are actively looking for new ways to live a healthier life
• 70% are open to using video chat to meet with a doctor

Sign up today to discover how Paramount Ads Manager helps hospitals make an impact across the funnel, on the biggest screen in the home.