Hinge Health sells digital musculoskeletal (MSK) care — PT-led exercise therapy, a wearable pain-relief device (Enso), and access to physical therapists, doctors and health coaches — to employers and health plans. Its LinkedIn advertising runs on two clear tracks. Member-acquisition ads use warm, real-people lifestyle video (“Try Hinge Health Today”, “Joint or muscle pain holding you back from the things you love?”) and PT-led stretch tips. Buyer-facing ads lead with data — the annual State of MSK Care report — and sharp competitive framing (“Ask your MSK vendor how they calculate ROI. Then ask us.”). Underneath, Hinge Health is also one of the heavier recruitment advertisers in the category, running “We’re hiring” and dynamic follower ads at scale.
How Hinge Health advertises: two motions, two creative languages. Member acquisition leans on warm, real-people lifestyle video and a pain-point hook (“Joint or muscle pain holding you back from the things you love?”) with a low-friction “Try Hinge Health Today.” The buyer motion is data-led and competitive — the annual State of MSK Care report and “Ask your MSK vendor how they calculate ROI. Then ask us.” A large recruitment layer (“We’re hiring”, follower and job ads) runs alongside.
Formats observed across 78 live ads. Worth noting for advertisers: Hinge Health runs an unusually high share of recruitment advertising (single-image “We’re hiring”, Job ads and dynamic Follow Company ads) alongside its member and buyer creative.
| Format | What Hinge Health uses it for |
|---|---|
| Video ad | Real-people lifestyle films, PT-led stretch tips, product (Enso) and brand |
| Single image ad | Buyer-facing competitive ads, the annual MSK report lead magnet, recruitment |
| Document ad | Gated research and playbooks (the State of MSK Care report) |
| Follow Company ad | Dynamic follower ads recruiting job seekers and content subscribers |
| Job ad | Recruitment for open engineering, marketing and clinical roles |
Live Hinge Health creatives with their full ad copy (verbatim), format and CTA. Several lifestyle spots run almost no body copy by design — the creative carries the message.
"Try Hinge Health Today (the ad runs almost no body copy — the pain-point question is the whole hook, carried on the creative)."
"Try Hinge Health Today (member-acquisition lifestyle spot — no body copy, just the tagline and CTA)."
"Try Hinge Health Today (a second lifestyle cut, same campaign, different member and setting)."
"Try Hinge Health Today (a third lifestyle cut — Hinge Health runs many variants of the same spot to fight ad fatigue)."
"Your 3pm work slump just met its match. Hinge Health PT Bijal Toprani is here with two moves to un-glue yourself from your chair. No gym, yoga mat, or break room required: 1) Chest opener: counteract all that forward-hunching from hours of typing and scrolling. 2) Seated levator stretch: release tension."
"Try Hinge Health Today (a product-focused cut of the campaign spotlighting Enso, Hinge Health's wearable pain-relief device)."
"For our 6th annual report, we turned our research outward to explore how 1,000 patients and 295 healthcare providers experience the musculoskeletal (MSK) care journey. The dual perspectives pointed to a heavily fragmented system and a clear path to more effective, unified care."
"Turn MSK spend data into strategic recommendations for your next stakeholder conversation."
"At Hinge Health, we're reimagining what a best-in-class MSK care experience looks like from the inside out with three core principles in mind: Trust, Intentionality, and Energetic momentum. Head of Product Design Jordan Joseph shares what's driving the redesign and what's coming next."
"We are looking for a Backend Software Engineer who is passionate about creating exceptional user experiences. As an early member of the HingeSelect team, you will help build and shape this new product from the ground up. (One of many recruitment ads Hinge Health runs on LinkedIn.)"
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Hinge Health (paid for by Hinge Health, Inc.). Captured from the public LinkedIn Ad Library.
Warm lifestyle video for members; data and ROI for benefits buyers. One brand, two distinct creative languages — not one ad trying to do both.
Many cuts of the same “Try Hinge Health Today” spot — different people and settings — keep the campaign fresh in-feed.
The annual State of MSK Care report turns proprietary data into a lead magnet a CFO and a clinician both respect.
“Ask your MSK vendor how they calculate ROI. Then ask us.” invites a head-to-head — a confident displacement move.
We build LinkedIn and paid programs for regulated, high-consideration healthcare buyers — measured on pipeline, not impressions.
Book a free ad auditHinge Health promotes digital musculoskeletal (MSK) care — PT-led exercise therapy, the Enso wearable pain-relief device, and access to physical therapists, doctors and coaches. Member-acquisition ads use warm lifestyle video and pain-point hooks; buyer-facing ads lead with its annual State of MSK Care report and competitive ROI framing aimed at benefits leaders.
Mostly video — real-people lifestyle spots, PT-led stretch tips, product (Enso) and brand films — plus single-image buyer ads, a document lead magnet (the MSK report), and a heavy layer of recruitment: 'We're hiring' single-image ads, Job ads and dynamic Follow Company ads.
Two voices. To members: everyday mobility and getting back to 'the things you love,' with a low-friction 'Try Hinge Health Today' CTA. To buyers: data and accountability — the State of MSK Care report and the pointed line 'Ask your MSK vendor how they calculate ROI. Then ask us.'
Separate the member and buyer motions and give each its own creative language. Fight video ad-fatigue with many lifestyle variants of one spot. Turn proprietary research into an annual flagship report, and use direct competitive framing (ROI accountability) to unseat incumbents. Don't overlook recruitment advertising as part of the brand footprint.