Included Health sells clinically-led healthcare navigation and all-in-one virtual care to employers and benefits leaders. Its LinkedIn advertising is built around one idea — that quality is the lever for lowering the total cost of care — packaged as the “AI+EQ” formula (AI plus human clinical expertise). The mix is unusually broad: single-image stat cards, gated playbooks as document ads, a heavy webinar / live-demo motion, carousels that build an argument card-by-card, video, and founder-led thought leadership from CEO Owen Tripp. Nearly every ad ladders back to reducing healthcare trend and solving the affordability crisis.
How Included Health advertises: it runs one thesis — quality is the most effective tool for lowering the total cost of care — across an unusually broad format mix. Stat and quote cards carry the argument, document ads and carousels package it as gated playbooks and multi-card stories, a webinar and live-demo motion (Provider Connect, the AI assistant “Dot”) captures high-intent leads, video sets the brand tone, and boosted posts from CEO Owen Tripp add founder credibility.
Across 24 live ads in the LinkedIn Ad Library. Worth noting for advertisers: Included Health leans on document and carousel ads to make an argument, and runs no follower or dynamic ads on its company page.
| Format | Ads | What they use it for |
|---|---|---|
| Single image ad | 10 | Stat cards, webinar promos and CEO quote creatives |
| Video ad | 7 | Product demos, webinar teasers and brand films |
| Document ad | 5 | Gated playbooks / guides shown as swipeable PDFs |
| Carousel ad | 2 | Multi-card arguments (“break the iron triangle”) |
| Follower / dynamic ad | 0 | None observed on the company page during capture |
Live Included Health creatives with their full ad copy (verbatim), format and CTA.
"Healthcare costs are spiraling. Generic AI fails to deliver ROI. Download our guide to unpack the AI+EQ formula—the fusion of tech, clinical expertise, and empathy—that lowers healthcare costs."
"AI alone won’t curb rising healthcare costs, and it’s not enough to guide employees through complex, deeply personal healthcare decisions. Generic chatbots lack a human connection (literally). Included Health is changing the way people experience healthcare by combining AI-powered technology and human clinical expertise. Join our LIVE demo for a walkthrough of the experience and the impact it’s having for members and employers."
"Are your employees having to sort through a list of in-network providers to find care? Join us for an exclusive live demo of our new Provider Connect to see how we’re reimagining provider matching. We’re moving beyond static lists with a conversational AI experience that matches members with high-value providers based on health history, preferences, and transparent quality scores. Uncover how our AI assistant, Dot, drives better matches and better outcomes."
"Traditional healthcare models aren’t doing enough to lower costs or improve outcomes. At Included Health, we’re helping organizations reduce their healthcare trend by 4% or more in year one through clinically-led navigation and all-in-one virtual care."
"What if you could offer employees better care and predictable costs? Join our webinar on a health-plan alternative built for the modern workforce."
"Reducing cost trend isn’t like flipping a switch. Explore how our proven healthcare quality framework delivers near-term savings while sustaining lasting, workforce-wide health improvements."
"By following a proven three step framework, group healthcare purchasers can turn quality into their most effective tool for solving the healthcare affordability crisis. Learn more in our free playbook."
"While healthcare point solutions offer temporary relief, they often force trade-offs between financial impact, outcomes, and experience. Learn more about three proven strategies to break the iron triangle of healthcare."
"Healthcare quality is no longer a luxury — it is a mandate to curb the rising total cost of care. Download our playbook to see how you can avoid unnecessary costs through better care and the right connections."
"Healthcare access is only half the battle. The real hurdle for employees is navigation anxiety: “What will this cost?” and “Where do I even start?”"
"For too long, finding a provider meant scrolling through endless lists and arbitrary ratings. Your members deserve more than a best guess — it’s time to connect them to quality providers personalized to their needs."
"Quality has always been at the core of Included Health’s platform. It’s the key to building trust and solving the affordability crisis in U.S. healthcare. In 2014, I co-founded Grand Rounds to push beyond the narrow quality metrics that dominated the market and build a better standard."
"Healthcare quality is hard to define, but it’s always personal. In every other aspect of life (housing, travel, whatever), consumers constantly make trade-offs based on needs, preferences, and budget. Only in healthcare have we made that nearly impossible — people lack the data and context to make informed decisions, and the stakes are high."
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Included Health (paid for by Included Health). Captured from the public LinkedIn Ad Library.
Every ad ladders back to “quality lowers total cost of care.” The repetition across formats is what makes the position stick with benefits buyers.
Document ads and carousels let Included Health make a three-step case in a single unit — something a flat image ad can’t do.
Provider Connect demos and webinars turn awareness into high-intent, sales-ready leads, not just impressions.
CEO Owen Tripp’s own posts run as ads — founder credibility that polished brand creative can’t buy.
We build LinkedIn and paid programs for regulated, high-consideration healthcare buyers — measured on pipeline, not impressions.
Book a free ad auditIncluded Health promotes clinically-led healthcare navigation and all-in-one virtual care to employers and benefits leaders. Its ads center on a single argument — that healthcare quality is the most effective lever for lowering the total cost of care — packaged as the “AI+EQ” formula of AI plus human clinical expertise, and pointed at reducing healthcare trend by 4% or more in year one.
A notably broad mix across 24 live ads: single-image stat and quote cards (10), video ads (7), document ads / gated playbooks (5) and carousels (2). It also boosts founder-led thought-leadership posts from CEO Owen Tripp as single-image ads. No follower or dynamic ads were observed on the company page during capture.
Quality as a financial argument. Ads pair a proof point (“reduce your healthcare trend by 4% or more”, “the high quality choice is also the best financial choice”) with the AI+EQ positioning and drive to a webinar, a live product demo of Provider Connect, or a downloadable playbook.
Build one clear thesis and repeat it across every format — quality lowers total cost of care. Use document ads and carousels to make a multi-step argument, run a live-demo motion for high-intent leads, and lend the brand credibility by boosting the founder’s own posts rather than only running polished creative.