We analyzed the ads the top healthcare companies run. Here is what works.

The sample: 12 healthcare companies, their ads, and where the ads land

Noom and Lively have found their ads: 46 and 45 of 60 on file have passed 45 days, and the oldest ones are still live. Teladoc Health is looking: 60 ads, all live, 11 older than 45 days, 41 of the 60 launched on August 14 or later. Neither is wrong.

Ad analysis: the eight angles healthcare ads use

Every message on Meta fits one of eight angles. For each one: the ads that ran longest, one creative to look at, and why it keeps running. The number in brackets is how many days the ad had been running when we looked. Two of the eight do not exist in fintech, and they come first.

1. The eligibility

Not "buy this" but "see if you qualify". The ad asks for a check, the page runs it.

• Teladoc Health: "Eligibility requirements apply. Check if you're eligible." as the headline on every diabetes and blood-pressure ad (138 days, 115 days, 34 days).
• Hims & Hers: "Get a treatment recommendation today, 100% online, if eligible" (61 days). 13 of its 15 readable ads carry an if eligible or if prescribed.
• Noom: "Take the quiz to see if you qualify!" closes the Aging & Metabolism course-pack ads (523 days, 209 days).
• Ro on Google: "Ro Checks Your Insurance For Free" and "Free GLP-1 Insurance Check", both to the quiz page.

Why it runs: a treatment the reader might not qualify for is a promise the card cannot make. So the ad sells the check, which is free, and the check is the page.

2. The quiz

Noom's whole account, and the longest-running creatives in the set. One company runs it on Meta, said out loud; Ro runs the same thing on Google.

• Noom: "Take this FREE 5min quiz" over a grid of goal weights, Tap your goal weight, with a kg version and a lbs version (406 days, 355 days, 354 days).
• Noom: "When can I reach my goal weight with the Noom Aging & Metabolism Course Pack?" over a selfie, one Calculate button (523 days, live, the second-oldest ad in the sweep).
• Ro on Google: 12 of the 17 search ads with a readable path land on ro.co/lp/weight-loss/quiz, "One Weekly Shot to Lose Weight" among them.

Why it runs: the card asks for a tap, not a decision. The number the reader taps is theirs, so the answer on the page is theirs too.

3. The fee

$0 and free, the way fintech says no fees.

• Teladoc Health: "$0 cost to you" as the headline on the weight ads (117 days, 90 days, 83 days), "at no cost to you" on the diabetes ads (138 days), "Care for as low as $0" on every 24/7 care card.
• Lively: "Cycle Syncing, Try For Free" (222 days).
• GoodRx: "GoodRx is free to use at pharmacies nationwide" (29 days), and the one company with a real price on the card: "Estring can cost as little as $249" (119 days, live), Ozempic "starting at $149 for the all-new pill and $199 for the pen" (34 days).

Why it runs: the fear behind a healthcare click is the bill. $0 answers it before the click, and a real price answers it better than affordable.

4. The insurance

The healthcare version of "is this legit": will my plan pay.

• Zocdoc: "Find a dentist who takes your insurance" over six insurer logos, Aetna to UnitedHealthcare (71 days), the same block on the dermatologist creative (41 days), and "Still haven't found a primary care doctor?" over a Venn diagram of takes your insurance and open appointments near you (41 days).
• Teladoc Health: "Available with or without insurance" as the link headline on every 24/7 care, mental health and start ad (32 days, 13 days, 12 days).
• GoodRx: "Not covered? No problem" (29 days).

Why it runs: a logo row of insurers does what a logo row of customers does in B2B. The reader looks for their own.

5. The clock

Speed, as a number. Minutes to a doctor, weeks to a result.

• Teladoc Health: "Talk to a doctor in minutes, wherever you are" (13 days), "board-certified doctors in minutes" (32 days), "24/7 virtual care" on every August card.
• Noom: "Lose 15 lbs in 15 weeks" (200 days), "The 15-week reset for menopausal weight gain" (162 days), "Only 10 minutes a day" (162 days, 120 days).
• Zocdoc: "Has availability this week?" on the checklist creative (41 days), "stop spending time on hold" (71 days).

Why it runs: a duration you can picture is a promise you can check.

6. The customer with a number

Social proof counts when it carries a figure or a face. In healthcare it is usually a face, filmed at home.

• Noom: "15 months on Noom and I'm down nearly 90 pounds. Completely changed my life!", Deborah M, over raspberries (441 days, live).
• Teladoc Health: a whiteboard on a sofa, "My friend recommended me Teladoc Health because of its high-quality care, remote convenience, 24/7 access, affordability" (13 days, 6 days, 5 days).
• Hims & Hers: "join the hundreds of thousands of guys who've found true results" (61 days).
• Lively: "300.000+ Happy Users" beside a calendar screenshot (119 days).

Why it runs: the fine print under Deborah's quote says a typical user loses 1 to 2 pounds a week. The ad still leads with 90, because the reader wants the best case and the footnote keeps it legal.

7. The explainer

Nothing for sale on the card. A condition explained, a letter from a friend, and the two oldest ads in the set.

• GoodRx: "Causes of Anemia: What Are Myelodysplastic Syndromes (MDS)?" (487 days) and "What Are Symptoms and Complications of Beta Thalassemia?" (486 days), both to a video page with a Watch more button. The oldest ads in the sweep, both ended.
• Noom: the pink letters, "Want to lose weight in 2025 without medication? Read this." (138 days), "This is why most weight loss attempts fail within weeks" (143 days), signed With you every step, The Noom Team.
• Noom: "Menopause weight gain feels unfair. You didn't change that much. But your body did." (120 days).

Why it runs: a person searching their own diagnosis will read 300 words. The product appears at the end, or on the page, so the ad never goes stale.

8. The series

One template, many variants. In healthcare the variable is the condition.

• Teladoc Health: one page and one ad family per condition, hypertension (169 days), diabetes (152 days), weight (131 days).
• Zocdoc: one page per specialty, dentists (89 days), dermatologists (41 days), psychologists (19 days).
• Noom: the menopause line (200 days, 162 days, 120 days), the goal-weight grid in kilos and in pounds (406 days, 355 days), the "Aging & Metabolism" course pack (523 days).
• GoodRx: one ad per drug in the same week of August, Wegovy, Foundayo, Zepbound, all "plans for $39/mo., plus medication costs" (6 days each).

Why it runs: the reader recognises the format on the second ad and reads only the variable on the third, and a condition is the best variable there is, because the reader has one.

One thing sits outside the eight because a single company runs it: the sale. Noom's "New Year's Sale, 6 months free with a 12-month plan" ran for 15 days in December, four variants, and nobody else in the set has run a dated discount.

Ad analysis: five angles almost nobody in healthcare uses

Read against every ad in the set, these five appear in two ads or fewer. The ads that do exist are listed, because they are where to start. One fintech gap is closed here: the price on the card, which GoodRx runs.

1. A named competitor. Not one. The closest are Noom's letter, "Want to lose weight in 2025 without medication?" (138 days), which argues against GLP-1 drugs without naming one, and Zocdoc's "Urgent care isn't a primary care doctor" (12 days), which names a category.
2. Trust as the headline. Board-certified lives in the body of Teladoc Health's ads (32 days, 13 days). HIPAA and privacy appear in Noom's page footer and in no ad we could read. Not one creative leads with this is private.
3. The switch itself. Lively's "I can't believe I am JUST NOW finding a period app made BY women for women" (222 days) is the one ad that implies the reader is using something else. Nobody promises the move: bring your records, keep your doctor, we transfer the prescription.
4. The clinician on the card. Teladoc Health's page puts a doctor on a phone screen in the hero; its ads show a whiteboard, a box, a pair of jeans. Zocdoc's one clinician-fronted creative, a dentist who raps about flossing (32 days), is a post with no link.
5. The gift. Not one ad in the set. Fintech buys demos with an Apple Watch; healthcare has no version of it.

A sixth, for the calendar: in an August sweep only Noom's New Year's sale used a date, and it ran 15 days. Open enrollment and allergy season will change that; nothing else does.

Landing page analysis: what happens after the click

The ad is half the campaign. Where it sends people is the other half, and the two channels do it differently:

• On Google, 28% of the ads point at the homepage. All 34 are GoodRx's, "Coupons For Your Prescriptions" and "Get Birth Control Pills Online" to goodrx.com. Ro sends 0 of its 60 there; 12 land on the weight-loss quiz page.
• On Meta, 0% do. 0 of the 123 ads that link to the brand's own site. And 88 of the 291 Meta ads carry no link at all, 57 of GoodRx's and all 19 of Hims & Hers's. Lively's 60 go to the App Store.
• So the pages worth studying are the social ones. The kind of page sorts healthcare advertisers into four tiers. Every page below is linked, so open them.

Tier 1: the ad points at a product page that already existed

• Zocdoc's dermatologist creative lands on book.zocdoc.com/visit/dermatologists, the specialty search an organic visitor reaches from the site. Six ads point there, the oldest 41 days.
• Teladoc Health's condition pages are the same tier: hypertension since March 16, 2026 (169 days), 9 ads on that page.
• GoodRx's two 487-day explainer ads pointed at video pages that have since been taken down. A tier 1 page can disappear under a running ad.

Tier 2: the ad points at a page built for that ad

• Teladoc Health's "When something's off, just go to Teladoc Health first!" (32 days) lands on teladochealth.com/start, a page with no place in the navigation. Three ads, 76 days at most.
• Ro's Google ads do the same with ro.co/lp/weight-loss/quiz: the lp in the path is a family of paid pages, and "$45 to Start Today" could not point anywhere else.

Tier 3: the ad points at a versioned or per-market page

• Every Noom ad, kilos or pounds, lands on noom.com/programs/health-weight/exsf01. Read the suffix: a page in a numbered family. 56 ads, one address, 530 days.
• Zocdoc's Botox page carries the same kind of suffix, botox-treatment-88 (41 days). Ro's Wegovy page on Google reads pdp/s/2, version 2 of a product page.
• Market in the path is thin here: Lucis's one ad goes to /fr, GoodRx's Spanish shingles video ran 379 days at /es/. The US companies version by offer, not by country.

How many paid pages each company runs

• Two ways to run a paid account, both in this table. Teladoc Health spreads 46 ads over 6 pages, one per condition. Noom points 56 at one page and lets the quiz do the sorting.
• Page counts separate companies where ad counts cannot: Teladoc Health and Noom both have 60 ads on file.
• Lively, Hims & Hers and most of GoodRx are left out: their ads go to the App Store or carry no link. Ro's paid pages are visible only on Google.

Try it on yourself. Open your own Ad Library entry, click the ad, look at where it lands. The homepage puts you on tier 0, and in this market nobody is there. A version number puts you on tier 3. Most teams are on tier 1 with one page.

Teardown 1: Teladoc Health

Two campaigns taken apart the way we take apart a page in a client audit: the ad, the page it lands on, the gaps. Teladoc Health because the ad and the page say the same sentence better than anyone else in the set. Noom because one page has carried 56 ads for 530 days and the page is why.

The campaign. 8 ads point at the 24/7 care page, all launched between August 17 and August 26, 2026, all live on the September 1 sweep: three dynamic ads and a video on August 19, image versions of the whiteboard on August 23 and 26. It sits beside 13 mental-health ads launched since late July and the condition campaign that has run since March. Every ad is active, so everything below is checkable in the Ad Library today.

The ads

Read the card from the top. The primary text makes two promises in one line (board-certified doctors available on your schedule, 24/7 virtual care you can depend on first). The creative is a whiteboard leaning on a sofa, hand-lettered: a friend's recommendation with four reasons (high-quality care, remote convenience, 24/7 access, affordability) and three steps (set up an account, select a time, talk to a doctor). Under the link, two lines do the closing: Available with or without insurance and Care for as low as $0. Nothing on the card is a stock photo of a doctor.

The second creative is a video, and its card carries the speed angle: "Skip the waiting room. Talk to a doctor in minutes, wherever you are." Same two closing lines under the link. A third, "Still scrolling for answers? You can Teladoc that." (12 days), is written for the person reading symptoms on their phone at midnight, which is who a 24/7 page is for.

The landing page

The hero. The eyebrow says 24/7 care, the headline says Get virtual urgent care that fits your life, and the subhead pays the ad's promise in numbers: average wait times under 15 minutes. Then two buttons, and this is the part to copy: Check my eligibility for the insured visitor and No insurance needed for the other one. The ad said "with or without insurance"; the hero gives each reader their own door.

The condition grid. A claim (95% of concerns are resolved in one visit) over three columns of plain lists: cold, flu and sinus infections, prescription refills, hair regrowth, insomnia. This is the section that tells the midnight scroller whether their problem is on the list.

The proof. Two blocks, the whiteboard's four reasons expanded. Experienced, board-certified providers: 10,000+ providers, private and secure visits, support through follow-up. Transparent pricing with no surprises: use your insurance or pay on your own, see what you'll pay upfront. The ad's affordability and high-quality care each get a heading.

The three steps. Talk to a provider in minutes, you're only 3 steps away, then the steps as product screenshots: the account form, the reason-for-visit dropdown, a doctor on a video call. The whiteboard listed three steps in marker; the page shows the same three as screens.

The proof, again. Ten questions in an accordion, then two member quotes under Trustpilot stars, both about the clock: within minutes, I got a call from the doctor and I was done in 10 minutes, and I got my prescriptions 30 minutes later.

The closer. Skip the waiting room and talk to a provider today, the video ad's first four words, over a phone showing a doctor, and the eligibility button one more time.

Message match

The gaps

Two, and both are fixable in a week. The card says Care for as low as $0 and the page never shows a number: Transparent pricing with no surprises is a heading with three sentences and no price under it, so the one promise the ad made in digits is the one the page makes in words. And the page's main button, repeated four times, is Check my eligibility, an insurance check, on a page whose ads lead with with or without insurance; the uninsured visitor gets one button in the hero, then watches the page ask them to check something they do not have.

Finding gaps like these on a page this strong is the job of the expert audit; it is the same reading, applied to your own paid pages.

Teardown 2: Noom

The campaign. 60 ads on file, 56 pointing at one address, the oldest live since March 20, 2025: 530 days on the September 1 sweep. 46 of the 60 have passed 45 days and 39 are still live. Three creative families share the page: the goal-weight grid (406 days), the Aging & Metabolism course pack (523 days) and the menopause blueberry (200 days), plus the pink letters and the raspberry testimonial. 21 of the 60 are dynamic ads, so their copy comes back as templates and the angle has to be read off the creative.

The ads

The oldest readable creative in the set is a selfie with a question written over it, "When can I reach my goal weight with the Noom Aging & Metabolism Course Pack?", and a white Calculate button drawn onto the photo. The primary text ends on the eligibility line, Take the quiz to see if you qualify!, and the link headline is Now Try The NEW Course Pack, on an ad running since March 2025. New is doing a lot of work.

The second card is the same ad with the photo swapped: a plate of eggs and oranges, the same question, the same button. This is how Noom tests: the text is fixed, the visual rotates, the address never changes.

The third is the grid. Tap your goal weight, nine circles from 50 kg to 90+ kg, and one line under them: Calculate how long it will take to reach your goal weight. The primary text is five words, Take this FREE 5min quiz. There is a pounds version (355 days) with the same layout, and two rows of fine print on the creative itself: results vary, 1 to 2 pounds a week.

The landing page

The first question. The page is 1,599 pixels tall and it is not a landing page in the usual sense. It is question one of the quiz the ad sold: What is your weight loss goal?, five buttons, no hero, no headline, no navigation, the Noom wordmark alone at the top. The ad said tap your goal weight; the page says tap your goal.

The three reasons. Under the buttons, on a beige band: Results that last, Eat what you want, Fits any lifestyle (with just 10 minutes a day). The pink letters' three promises, printed under the first question in case the visitor came from a different creative.

The compliance footer. The HIPAA notice, the Princeton address, a phone number, and under it the same footnote the creatives carry: People on the Noom plan typically lose 1-2 lbs/week, with a citation. The card's fine print and the page's fine print are the same sentence.

Message match

The gaps

Two. The card promises a calculation, how long it will take to reach your goal weight, and nothing on the first screen says that number is coming: no progress bar, no 5 minutes, no your timeline at the end. And one page carries 56 ads: the visitor who clicked Is menopause causing weight gain? and the one who clicked the kilo grid land on the same generic question, with no trace of the ad they came from. A quiz can personalise later, but the first screen is where the click is won or lost. The competitor analysis is where we measure that against the pages Noom's rivals run.

Key takeaways: five things to do with this

1. Sell the check, not the treatment. The eligibility line is on Teladoc Health's 138-day diabetes ad, 13 of 15 Hims ads and Noom's 523-day course pack. In healthcare the free check is the offer.
2. Build a page for the offer, not for the company. 0 of 123 social ads here land on the homepage. Teladoc Health has a page per condition, Noom has one quiz page for 56 ads. Pick one of the two.
3. Answer the bill and the plan on the card. $0, free, takes your insurance, with or without insurance: the long runners carry one of them under the link, and GoodRx's $249 has been live for 119 days.
4. Put the ad's sentence on the page. Teladoc Health's whiteboard lists three steps; the page shows the same three as screenshots. Noom's card says tap your goal; the page's first screen is that tap.
5. Try one of the five open angles. A named competitor, privacy as the headline, a clinician on the card. In this market they are almost free.

How to run this analysis on your own competitors

The Meta Ad Library and the Google Ads Transparency Center are public and free. Search the brand's page, not a keyword, set the country, filter to active ads, sort by start date. Then:

1. Group the ads by angle. Use the eight above. Most healthcare brands run three or four.
2. Keep the ones that have run 45 days or more. Those are earning their budget. Click through and read the page each one lands on.
3. Write down the angles they are not running. That list is your next campaign.

Or send us the URL and we do it for you.

How we did the analysis

• Sample: the healthcare companies on the benchmark leaderboard, picked by traffic, not by advertiser status, plus GoodRx and Ro, which sit on the fintech list but sell healthcare and were set aside from the fintech post for this one. Fifteen were selected; Alan, Tempus AI and Doseform were not swept. That leaves 12, of which One Medical, Recursion and Anterior had no brand-verified Meta ad. Two more passed the filter and failed the eye: Amwell's 4 ads belong to a South African wellness page called Am Well that shares the name, and Ro's 2 readable Meta ads render a Hero FinCorp loan creative for an Indian app listing. Both are set aside; Ro's 60 Google ads are its own and are used. Lucis's one ad is a French video with no readable creative.
• Sources: the Meta Ad Library, searched by brand page, and the Google Ads Transparency Center, both through Apify. The Meta sweep found 291 brand ads, the Google sweep 120 (GoodRx and Ro, 60 each).
• Filter: brand-verified ads only. An ad counts when the landing host is the brand's own domain, an app store, or a Meta short link from the brand's page. Everything else is dropped: 522 ads whose landing host did not match, 352 whose page name did not.
• Ranking: days active. The floor of interest is 45 days, the point at which an ad has survived at least one budget review.
• Reading: every distinct message on Meta was read by hand and put in one angle. Dynamic ads return a template instead of copy, so those were read from the creative image and the landing path; 127 ads with a template and no rendered creative count only in the totals.
• Limits: the library returns about 60 ads per brand per market, so the counts per company are a sample floor, and the shares inside the sample are what to read. Lively's, Hims & Hers's and most of GoodRx's ads carry no brand-site link. Zocdoc's booking pages sit behind a bot wall and were not captured. Meta publishes reach only in the EU and never publishes spend.

Every ad above links to its primary source in the sources list, so the whole analysis is independently checkable.

Sources

Primary sources, all public and checkable today. Open any Meta ad with its Library ID at facebook.com/ads/library/?id=ID.

1. Teladoc Health's whiteboard ad, Library ID 1524623148979699, active since August 19, 2026: facebook.com/ads/library/?id=1524623148979699
2. Teladoc Health's video ad, Library ID 1044608904871305, active since August 19, 2026: facebook.com/ads/library/?id=1044608904871305
3. Noom's course-pack ad, Library ID 1052553506685819, active since March 27, 2025: facebook.com/ads/library/?id=1052553506685819
4. Noom's goal-weight grid, Library ID 1440699726959664, active since July 22, 2025: facebook.com/ads/library/?id=1440699726959664
5. The creatives shown above: Noom 947937008088344, 1362862782193831, 717288391202603, 767806852476347, 830196620098474, 1365709038080796, 1505540500620956 and 1157983408983596; Teladoc Health 1524623148979699 and 1044608904871305; Zocdoc 1059312866756699 and 1550622783127749.
6. Other ads quoted: Noom 1174038617682476 (the oldest live ad, 530 days), 1936501263658764, 1188579763343031 and 1319147103166168; Zocdoc 1565151801988648 (the Venn diagram); Teladoc Health 911053658657044, 3919390771700840, 1053771710856115, 1709177920258460, 1519674279696031, 1015251324727306, 1288782933195732, 1073157905574375, 1392100746395111, 1564306605469196 and 1601249401130928; Zocdoc 2273894493150522, 899956002797566, 1395125952764790, 4163899043741831, 1929776370996907 and 1061945913189435; GoodRx 374519548377138, 1409132679734536, 1475372787371514, 2778463509190829, 1856553309049300, 2381147769011773 and 822041516670936; Hims & Hers 1744020396628052 and 1995067031077817; Lively 1187087223147554, 956830623552221, 922074417421137, 1447828156580431, 1329760275665924 and 916155070925644; Lucis 1495135372121757.
7. The open-angle ads: Noom 767806852476347 and 1365709038080796, Zocdoc 899956002797566, 2273894493150522 and 1061945913189435, Lively 922074417421137, Teladoc Health 1015251324727306.
8. The landing pages, live: teladochealth.com/individuals/24-7-care, noom.com/programs/health-weight/exsf01, teladochealth.com/start, book.zocdoc.com/visit/dentists, ro.co/lp/weight-loss/quiz. GoodRx's two anemia video pages answered 404 on September 5, 2026.
9. The sample: the healthcare leaderboard of the Web Anatomy benchmark, selected by traffic, and the sibling post on fintech ads.
10. The Google Ads Transparency Center for the search ads: adstransparency.google.com
11. Ad sweeps made August 25 to September 1, 2026 (Meta by brand page, Google by advertiser); the landing-page captures made September 1, 2026.

Data collected August 2026. Ad statuses and run lengths change; the library links above always show the current state.

Written by

Gabriel Amzallag , Founder, Web Anatomy

5 years CRO + SEO at Qonto (2021–2025). After advising 15+ SaaS on their websites (Payfit, Pigment…), the same patterns kept breaking, so I decided to build the source of truth on what works on the web: the intelligence layer every tool, builder, and team uses to ship sites that perform.

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