Checklist: Healthcare Facility Marketing Asset Must-Haves

If you’re looking to grow your healthcare, you need marketing materials to get the word out. However, as a practitioner or facility administrator, it’s tough to know where to start. Our healthcare content marketing experts at Borrowed Pen have to put together a helpful checklist of the marketing assets that every healthcare facility, whether a small standalone clinic or network of providers, needs. We have broken them into digital and physical assets to help make planning a breeze: 

Start Healthcare Marketing With The Basics

Before creating your marketing assets, you need to define your brand identity clearly. Then, you will need to create a set of guidelines to ensure that no matter what platform you publish on, your brand will always be recognizable. These guidelines are called your brand standards. Here is what you need to create your medical facility’s brand standards: 

• Brand Standards 

  • Logo (in various formats: PNG, SVG, EPS)

  • Brand color palette

  • Typography guidelines (fonts, sizes, and usage)

  • Brand voice and imaging style guides

  • Company description

Your brand standards can also function as the foundation of a press kit. A press kit is essential for both earned and paid media, another valuable marketing asset. 

Digital Assets Every Health Clinic Needs

Digital assets bring attention to your website, and you can convert visitors into patients. Digital assets are an excellent investment because they are low-cost to create, can be distributed across all digital channels, and have consistent returns. Here are the digital assets we recommended for medical offices:

• Website

  • Mobile Website

  • Landing pages 

• Photography

  • Exterior shots of the facility (entrance, parking lot)

  • Interior shots (lobby, waiting areas, patient rooms)

  • Staff portraits (doctors, nurses, receptionists, group shots)

  • Action shots (staff interacting with patients)

  • Medical equipment and technology close-ups

  • Optional: Patient testimonials (before and after treatment); facility amenities (cafeteria, lounge areas); and cleanliness and safety features (sanitization stations, handwashing)

• Video

  • Facility tour (showing rooms, equipment, common areas)

  • Staff introduction videos (doctors, nurses, specialists)

  • Patient testimonials (sharing their treatment experience)

  • Treatment procedure explanations (e.g., what to expect during a procedure)

  • Patient care tips (e.g., managing pain, recovery tips)

• Copywriting

  • Blog/information hub (health tips, condition explanations, treatment options)

  • Infographics 

  • FAQs

  • Patient forms (downloadable PDFs)

  • Educational guides (on conditions, medications, post-treatment care)

  • Case studies (successful treatment stories, research outcomes)

  • Digital Brochures/Flyers (PDF versions of marketing materials)

• Email Newsletter Templates

• Web Banners/Ads (for digital advertising campaigns)

  • Paid Media Campaign Templates (for consistent ad creation)

• Social Media Profiles (Facebook, Instagram, LinkedIn, Twitter)

  • Social Media Post Templates (for consistent content sharing)

• Keyword List

• Digital Business Card (for easy sharing of contact info)

• Optional: Online ads (display/banner), case studies or whitepapers, referral partner materials, online reviews and testimonials, and digital brochures/flyers

Once created, you will use all of these assets again and again across your marketing campaigns. 

Physical Assets Every Medical Practice Needs

Physical marketing assets are tangible materials that you can use to promote your practice and services and educate patients. They require a heavier upfront investment; however, with the right strategy, they have an equally high return. Here are the physical marketing assets we recommend for healthcare clinics: 

• Printed Brochures and Flyers

  • Informational about services, procedures, and patient care

  • Patient educational materials 

  • Patient forms (printed versions for intake, consent, and history)

  • Health tips and advice (handouts with seasonal health information)

• Business Cards 

• Appointment Reminder Cards

• Signage (displaying key services, health tips, or special events)

• Branded Stationery (letterhead, envelopes)

• Health and Wellness Kits (branded items for patient care, such as hand sanitizers, masks, etc.)

• Optional: Product samples (if applicable, such as skincare or health supplements), branded merchandise, referral program materials, and event materials (banners, signs, and displays for health fairs or community events)

These digital and physical marketing assets are the essential foundation for every medical facility. With these assets, you’ll be able to make any marketing campaign idea come to life.

If you need help developing marketing materials for your medical clinic, contact the content writers at Borrowed Pen now to learn how we can help.