The Healthcare Marketer’s Guide to A/B Testing

Effective testing—particularly through A/B testing—and a solid understanding of the science behind campaign success are important strategies for achieving optimal results.

In the world of digital advertising, healthcare marketers have a unique opportunity to connect with patients in a complex and highly regulated environment to drive meaningful results for both end consumer and their businesses. However, simply launching ads isn't enough; success lies in testing, measuring, and refining your approach. That's where A/B testing comes in. 

A/B testing is a vital tool for enhancing performance, improving user experience, and understanding what resonates with your audience, ensuring you make the most of your budget. However, in the healthcare sector, a strategic and compliant testing approach is essential. 

Let’s explore A/B testing, how to implement it effectively, what to look for in your results, and the benefits of partnering with a healthcare-focused agency.

First things first: What is A/B testing in paid media? 

A/B testing, often called split testing, is a method for comparing two versions of a page, ad, or other marketing asset to determine which one performs better. Variations can range from diverse headlines and distinct landing page layouts to a range of CTAs or ad copy. This method helps to see which variations perform better toward a specific goal, such as higher conversions, more clicks, or better engagement.

“A/B testing is one of the most powerful tactics for driving efficiency,” explains Caitlin Kennedy, Digital Marketing Specialist at True North. “We're constantly asking ourselves, ‘What resonates with our audience more?’ and then using real-world performance data to find out.”

By tracking which version results in more clicks, conversions, or appointments, you can make a data-driven decision when refining messaging for your specific audience and goals.

You can conduct A/B testing on various platforms, including search and social media. On platforms like Google and StackAdapt, you can test different ad copies or keywords to see which drives more traffic. On social media platforms like Instagram and Facebook, you can compare visuals, headlines, and calls to action to find out what resonates best with your audience. 

Case study: Testing strategies for improved engagement

In the face of declining click-through rates and conversions, we sought to enhance a client’s campaign effectiveness. 

• Situation: CTR and conversions were steadily dropping over a two-month period.
• Search test: We performed search ad testing across various ad groups using the top trending search terms in our headlines. These were our variable ads. Our control ads were the current top-performing ads. Our main goal of the test was to see if an increase in campaign metrics occurred.
• Results: Over two weeks, we saw a 120% increase in CTR and a 43% increase in conversions over control ads.

When should you start A/B testing?

Healthcare marketers often wonder when to start A/B testing, and the answer is as soon as you establish a solid campaign foundation with enough traffic to glean actionable insights. A/B testing is particularly valuable for service-line campaigns in areas like cardiology, orthopedics, and urgent care, where defined goals and competitive markets provide ideal conditions for optimization.

“In paid media, A/B testing helps us make data-driven decisions,” Caitlin says. “It gives you clarity on what’s working and why, and when you apply that knowledge across your campaigns, that’s when you really start seeing results.”

Here are signs it's time to begin A/B testing:

• Low or declining performance: If your click-through or conversion rates are under industry benchmarks, this indicates a need for adjustment. A/B testing can help identify issues in messaging, creative, landing pages, or offers.
• Emerging trends or outliers: A sudden spike in engagement on certain search terms or ad variations suggests trends worth exploring. If one ad copy generates a notably high CTR, build on that success with similar tests.
• Evaluating unique value propositions: A/B testing helps pinpoint which USPs resonate with your audience. Testing variations, like “Specialist Appointments in 24 Hours” versus “Nationally Recognized Orthopedic Experts,” allows you to understand what matters most to prospective patients.

To run a test with statistical significance, ensure you have enough impressions and budget to allow both versions to compete effectively. While niche campaigns may not be the best for immediate testing, most mid-to-high-budget campaigns should include A/B testing in their strategies.

Ultimately, A/B testing empowers healthcare marketers to make data-driven decisions, leading to improved campaign performance and smarter overall strategies.

Which elements are best suited for A/B testing in healthcare campaigns? 

When A/B testing in healthcare, prioritize elements that enhance patient engagement. Another consideration to have when initiating your test is keywords or key search terms. No matter which strategy you test, the ultimate goal should be to improve patient outcomes and satisfaction.

“With healthcare, it isn’t just about getting eyes on your ads; it’s about earning trust and inspiring action,” Caitlin notes. “Even small tweaks in language can make a big difference in ad engagement.”

Here are some of the most impactful elements to test:

• Audiences: Testing different audience segments can uncover significant engagement opportunities. For instance, differentiating between men and women might reveal unique responses to messaging and offers. Additionally, segmenting audiences by first-party data (like your CRM insights) versus third-party data (like vendor databases) can tailor your communication strategies more effectively.
• Colors: Background, text, and button color can play off your brand guidelines and approved color palettes. 
• CTAs: Testing different calls to action can drive patient response. For example, variations like “Schedule a Consultation” versus “Speak to a Specialist” can lead to meaningful differences in engagement. For instance, one hospital system we worked with tested phrasing like “Schedule a Consultation Today” against “Speak to a Specialist Now.” The bolder, more urgent CTA resulted in a 22% lift in clicks, all without increasing budget.
• Headlines and ad copy: These are essential elements for search platforms, as they rely heavily on text to convey the message clearly. Testing different variations can impact click-through rates.
• Images: Visual content thrives on social media and evokes emotion. Testing various types of images (product shots, lifestyle, custom) can increase both engagement and shareability.
• Landing page formats: Layout impacts conversions. Test different designs based on your traffic source to optimize performance.
• Promotional language: Tailor language based on intent—“Free Screening” versus “Book Now” can resonate differently with your audience.
• Target audiences: Testing different audience segments in paid search and social can improve engagement by delivering tailored messages.
• Video: Length, style (animated, live-action, testimonial), and narrative can all appeal to different audiences.

Keys to successful A/B testing

It’s critical to make sure A/B testing is structured to drive relevant and meaningful results. There are a few key best practices to keep in mind: 

• Variable isolation: Only one campaign variable should be tested at a time, such as only ad copy rather than ad copy plus targeting. 
• Avoid major optimizations: While testing, it’s important not to make additional major optimizations during the test time frame that could skew results and reduce the validity of your findings. However, if you find that an optimization (like a keyword) is overspending and not converting, then it is okay to pause that keyword, even if a test is running.
• Using true split testing: Running two campaigns side by side is not a true test, as platforms may automatically optimize them in a way that creates an apples-to-oranges situation. Rather, A/B testing should be done within the same campaign. 

Case study: Ad copy adjustments to boost conversion rates

In the competitive landscape of healthcare, we helped a client understand consumer preferences to drive patient engagement and conversions.

• Situation: A hospital system worked to determine if highlighting conditions within ad copy that can be treated at urgent care would boost conversions compared to emphasizing convenience.
• Social test: They compared ad copy focusing on convenience (control) against condition messaging (variable). The same imagery was used in both ads, and traffic was sent to the same landing page. This helped the test remain “clean” and made it easy to identify the results.
• Result: While engagement rates remained similar, conversion rates increased by 41% with condition-focused messaging (5.77% vs. 4.08%) during the test.

The importance of partnering with a healthcare-specific marketing agency

When considering A/B testing for your healthcare marketing campaigns, it's natural to have a few key questions:

• How long should A/B tests run?
• Am I reaching a substantial audience?
• Are external factors, like seasonal trends or current promotions, influencing my results?

While it might be tempting to manage these tests independently and work through these questions alone, the unique challenges of healthcare marketing necessitate specialized expertise. In healthcare, audience mindsets and conversion goals differ significantly, making it essential to adopt a focused approach that aligns with your organization's specific needs.

“It’s easy to misread test results if you don’t allow enough time or if other campaigns are influencing performance,” she says. “That’s why collaborating with a dedicated, specialized partner helps establish a rigorous, consistent approach.”

At True North, we help healthcare organizations take the guesswork out of their digital campaigns. Whether you're just starting out with paid media or looking to improve performance with ongoing optimization, our team can help you test smarter, scale faster, and connect with more of the patients that matter most.

By partnering with a healthcare-specialized agency like True North, you'll gain access to focused expertise, data-driven insights, and confidence in compliance. Let us help elevate your marketing performance while you focus on what you do best—fostering good health in your communities.

Ready to build an A/B testing strategy that aligns with your objectives?

Partner with True North to take the guesswork out of optimization. Request a commitment-free consultation call with one of our healthcare marketing strategists and start turning insights into impact.