Canadian Hospitals Turn to Advertising

A growing number of Canadian hospitals are employing advertising strategies, a previously uncommon practice, to address critical needs for funding, advanced equipment, and staffing. This shift reflects evolving healthcare demands and a more competitive environment.

Drivers Behind the Change

Several factors are driving this change, including Canada’s aging population and their increasingly complex medical needs. Hospitals also face the challenge of attracting top medical professionals and covering the substantial costs of advanced equipment. MRI scanners, for example, can range in price from $200,000 for refurbished models to millions for state-of-the-art machines.

University Health Network's 'Canada Leads' Campaign

The University Health Network (UHN) in Toronto has been actively promoting its position as Canada’s top hospital for eight consecutive years. Their ‘Canada Leads’ campaign, launched in 2024, utilizes radio advertisements and a broader outreach effort to attract both donors and international healthcare professionals.

Campaign Results

Since its launch, ‘Canada Leads’ has generated over 725 applications from more than 30 countries, resulting in the successful hiring of 71 researchers, scientists, and clinician-scientists.

Scarborough Health Network's 'Love, Scarborough' Campaign

The Scarborough Health Network (SHN) has taken a different approach with its ‘Love, Scarborough’ campaign. This initiative focuses on addressing the community’s feeling of being overlooked and fostering a sense of local pride.

Fundraising Success

The ‘Love, Scarborough’ campaign has already raised over $200 million.

Storytelling and Staff Recognition

Both UHN and SHN campaigns utilize documentary-style storytelling, featuring real patients and staff to highlight the dedication and challenges faced by healthcare workers. UHN CEO Kevin Smith emphasizes that advertising isn’t solely about fundraising, but also about recognizing and motivating staff, especially in light of increasing violence in emergency rooms.

The Future of Hospital Advertising

Experts suggest that proactive self-promotion is essential for hospitals to secure donor funding and attract talent. Smaller hospitals are encouraged to adopt community-focused, authentic advertising to showcase their value. The ultimate goal is to ensure equitable access to high-quality care across the country, with UHN aiming to share its advancements in areas like AI and virtual care with hospitals in underserved regions.