Healthcare Marketing: Why Leading Hospitals Are Investing in Airport OOH

A Strategic Approach to Reaching Millions 

In a deliberate move to capture a highly desirable, mobile audience, four leading healthcare institutions—Memorial Hermann, MD Anderson, Houston Methodist, and Tampa General—have launched compelling out-of-home (OOH) advertising campaigns in major U.S. airports. This bold approach positioned these hospitals as national and international destinations for specialized medical care, a market that is growing at a rate of over 13% annually in the U.S. By leveraging the unique power of the airport environment, they are reaching millions of travelers with a captive, receptive audience.

Tampa General Embraces Medical Tourism in Chicago 

Tampa General Hospital is raising national awareness for its status as the #1 transplant center in the U.S. with a high-impact campaign at Chicago O’Hare International Airport (ORD). With over 100 hospitals in the metropolitan area and multiple institutions consistently receiving national recognition, Chicago is a key out-of-state market for Tampa General to attract patients seeking highly specialized care.The campaign directly taps into the escalating trend of medical tourism, a market projected to reach an estimated 26.58 billion by 2033. On two iconic exteriors, Tampa General ensures its message reaches 100% of departing passengers, achieving maximum visibility at this high-volume travel hub, where up to 200,000 air travelers annually are expected to travel within the U.S. for medical tourism.

The strategic placement of this campaign leverages a crucial element of modern medical tourism, which is increasingly influenced by social media and a growing consumer-driven approach to healthcare. In a world saturated with digital noise, OOH cuts through the clutter, offering a non-skippable, physical presence that builds brand authenticity and trust. For healthcare brands, this is especially critical. A JCDecaux study found that 49% of consumers believe OOH is more trustworthy than social media, and another study by Nielsen revealed that 57% of people are more likely to trust billboards or other outdoor advertising than internet ads. This high level of credibility, combined with the fact that OOH ads cannot be blocked, proves to be a strategic investment in long-term brand equity and patient confidence.

Texas Hospitals Build Strong Recall with OOH

In Texas, Houston Methodist, Memorial Hermann, and MD Anderson are continuously building their brand presence at Houston’s IAH and HOU airports. Houston is a powerhouse in healthcare, with the sector alone generating $25 billion annually, and its reputation as a global hub for specialty care attracts patients from all over the world. With people flying in for highly specialized care, hospital advertisers find it extremely valuable to have a strong presence in the airport to reach this specific community.

Our long-term advertiser of 10 years, MD Anderson, replicated a similar strategy to Tampa General by advertising in one of ORD’s exteriors. They showcased their outstanding ranking of the nation’s #1 center for cancer care. These hospitals advertise their rankings and promote constant branding to build authority. Airport advertising is particularly effective due to its high message recall; a Solomon Partners analysis found OOH had an 86% recall rate, outperforming TV and online ads. This strong recall, combined with messaging about a hospital’s specializations, increases the likelihood that patients will remember those details and choose one of these advertisers.

Explore more healthcare campaigns in our vast airport network here!