In the UK, healthcare and social care marketing carry a unique responsibility. It is not just about raising awareness or driving service uptake, but about improving people’s lives in meaningful and measurable ways. However, traditional marketing metrics such as impressions, clicks and conversions often fail to capture the real impact on individuals and communities.

Despite marketing playing a significant role in improving access to care, encouraging behavioural change and tackling societal health inequalities, many campaigns still prioritise engagement over real-world outcomes. If a campaign influences more people to reach out for support, but that support is inaccessible or ineffective, has the campaign truly succeeded?

The Importance of Measuring Human Impact

In many industries, success is measured through customer acquisition, revenue growth or brand awareness. Healthcare and social care marketing, however, must go deeper. It is not enough for people to engage with a campaign – the ultimate goal is to ensure they receive the right support, experience better outcomes, and that those outcomes are sustained over time.

Alex Muller from IPG Health has argued that too often, the impact of health campaigns is measured through traditional digital performance indicators, rather than real-life change. If a mental health campaign generates thousands of video views, but fewer people actually access support services, has it truly made a difference? Real impact should be measured in behaviour change, early intervention and long-term improvements in wellbeing.

The NHS and social care providers are under increasing pressure to demonstrate that their marketing efforts deliver measurable benefits. Funders, charities and policymakers all want proof that marketing is leading to improved access, reduced inequalities and better care. However, measuring these factors is complex, requiring both qualitative and quantitative approaches.

Challenges in Evaluating Social and Healthcare Marketing

Assessing the impact of health and social care campaigns presents several challenges:

• Long-term outcomes – Many interventions take time to show results. A dementia awareness campaign may encourage more early diagnoses, but the full impact on long-term care and patient wellbeing may only be visible years later.
• Attribution – Many external factors influence health and social care trends. A campaign might increase the number of carers accessing support, but improved services, policy changes or wider cultural shifts may also play a role.
• Complexity – People’s healthcare and social care decisions are shaped by a mix of financial, emotional and social influences. Isolating the role of marketing in these decisions can be difficult.

Despite these difficulties, technology is making it easier to track and assess real-world impact. Data analytics, artificial intelligence and outcome-based reporting are helping organisations build a clearer picture of how their communications efforts contribute to real change.

UK Campaigns That Have Driven Real Impact

Dementia Friends (Alzheimer’s Society)

The Alzheimer’s Society’s Dementia Friends campaign is a strong example of a marketing campaign that has achieved measurable social impact. The initiative encourages people to learn more about dementia and take simple actions to support those affected. Since launching in 2013, the campaign has helped train over 3 million Dementia Friends in the UK, increasing understanding and reducing stigma around the condition.

Think CO (Gas Safe Charity)

This campaign, developed by the Gas Safe Charity, aims to raise awareness about carbon monoxide poisoning among vulnerable groups, particularly older adults and people with respiratory conditions. The campaign provides training for care workers to spot symptoms of carbon monoxide exposure and improve safety in homes. By working within the social care sector, this initiative ensures that life-saving advice reaches those who need it most.

Time to Talk (Mind & Rethink Mental Illness)

Launched as part of Time to Change, this campaign has been instrumental in breaking the stigma around mental health conversations. Unlike many other awareness campaigns, Time to Talk actively tracks public attitudes towards mental health and has demonstrated a measurable reduction in stigma over the past decade. The initiative has inspired employers, schools and local communities to engage in more open discussions, improving access to support services.

Carers UK – Looking After Someone

Millions of unpaid carers in the UK struggle to access financial, practical and emotional support. Carers UK’s Looking After Someone campaign ensures carers are aware of their rights and the support available to them. By providing a clear, accessible guide and working with employers and local authorities, the campaign has helped thousands of carers navigate the complexities of the care system.

Macmillan Cancer Support’s Coffee Morning

Although often seen as a fundraising campaign, Macmillan’s Coffee Morning also plays a crucial role in providing social support for people affected by cancer. Many participants report that the events help them feel less isolated, highlighting how marketing can foster human connection and mental wellbeing alongside raising funds.

How We Prioritise Human Impact in Marketing

At Blue Cactus Digital, we believe that health and social care marketing should put real human stories at its core. When we develop campaigns for clients in these sectors, we ensure that:

• Stories lead the messaging – Whether it’s a care worker’s experience, a patient’s journey or a carer’s perspective, authentic stories drive deeper engagement and trust.
• The focus goes beyond awareness – Our campaigns are designed to encourage action, whether that’s accessing support, attending appointments or adopting healthier habits.
• Success is measured in outcomes, not just engagement – While impressions and reach are important, we prioritise data that tracks real-world impact, such as increased service uptake or behaviour change.
• Campaigns are inclusive and accessible – Ensuring that messaging reaches diverse communities, particularly those who are traditionally underserved by healthcare and social care services.

A Call to Action: Rethinking Success in Health and Social Care Marketing

To truly harness the potential of healthcare and social care marketing, we must shift our perspective on success. Rather than measuring campaigns through digital engagement alone, we need to assess how they contribute to lasting change in people’s lives.

Marketers in this sector should work closely with healthcare providers, charities and policymakers to track outcomes effectively. This could include:

• Monitoring how campaigns influence behaviour change over months and years, rather than just during the campaign period.
• Using qualitative research, such as interviews and case studies, to understand real-world impact.
• Partnering with service providers to track uptake and improvements in patient or service-user experience.

By placing human stories at the heart of marketing and focusing on meaningful, measurable outcomes, we can create campaigns that go beyond awareness and truly make a difference in people’s lives.