Healthcare at the Big Game

Hey Health Techies!

Before I dive into today, I’d like to remind you about my free Clinicians in Tech 2025 workshop happening tomorrow, February 12th at 7pm ET!

Even if you can’t attend live, make sure to go ahead and register to get access to the replay. I’m going to cover how the health tech market is looking for this year, what types of roles clinicians are landing, and how to stand out. Don’t miss it if you’re considering a career transition this year!

While we’re on the topic of big events, I’d like to talk about the one that happened a couple of days ago. That’s right — the Super Bowl.

Every year a few healthcare companies make the big investment in this marketing opportunity. In my opinion, we’re only going to see this increase in frequency, as more and more healthcare companies see direct to consumer advertising as a valuable marketing channel.

HIMS & HERS

As in any industry, when it comes to airing a commercial during the big game, the limiting factor is certainly the cost. So in the past, we’ve seen mostly big manufacturers and pharmaceutical companies represented. This year there was a new entrant into the space with Hims & Hers. With over $9 billion market cap, they decided it was worth dropping a chunk of change on a commercial slot to publicize their weight loss offerings, specifically compounded GLP-1s.

It did not get released without controversy however. First, the message at the beginning of the commercial really resonated with people. It spoke to the flaws of our healthcare system and its intent to keep people sick instead of getting them healthy and focusing on preventative care. Sure, we can all agree that our healthcare system is faulty. But the pivot into their message about getting medications through their company at a cheaper cost felt a little misplaced and incongruent with the introduction of the ad spot.

On top of that, there is great concern that Hims & Hers did not do their due diligence in disclosing the risks of the compounded GLP-1 medications that they were advertising, showing simply a tiny little disclaimer in the commercial’s last frames.

NOVARTIS

The Novartis ad titled “Your attention, please” featuring stars Wanda Sykes and Hailee Steinfeld certainly met its goal of being attention grabbing, but it’s questionable whether it was for the right reasons. The intention of the ad was to bring awareness to their site yourattentionplease.com that focuses on best practices for the early detection of breast cancer. However commentors online feel that the imagery used was overly sexualized and distasteful.

NYU LANGONE HEALTH

I for one really liked this ad. I thought it was playful, topical, and I loved the way it humanized the doctors. Too often it’s easy for people outside of the healthcare system to dehumanize healthcare professionals — holding them to unfair if not impossible standards. It’s important for us to create spaces where clinicians can show their personalities.

But even still, many don’t like the idea of a health system spending this type of money on a commercial when it could have been spent on other things — facility improvements, improved staffing environments for clinicians, etc. I’ll admit, the fact that a nonprofit company can afford something like this is…confusing at best.

The fact of the matter is that there is no level of appropriateness for a healthcare commercial that doesn’t raise questions about why they have the money for an expensive commercial like this in the first place. The reminder that healthcare is a business in the US — a fact that many would like to see change — is often insurmountable to viewers.

PFIZER

This one hits you right in the feels. To me, this message was strong, thoughtfully put together and put patients and their caregivers at the forefront. Then a simple message: “Pfizer is fighting for 8 cancer breakthroughs by 2030.” The clarity and commitment is there. Big pharma often faces public image problems, so it makes sense to me that they would invest in an opportunity to get a lot of eyes on this pledge. Fighting cancer is something everyone can rally around.

Unfortunately marketing in healthcare can be a tricky thing. First, there are the regulations. There are certain things that can and cannot be said, and for good reason. We don’t want companies out there spewing false promises with no concern to safety. But in this area healthcare isn’t unique. Other industries like the finance realm also have strict regulations around what can be promised.

The real tricky part is the critics around intent. If a financial company makes a commercial to make money, we understand that. There are a business after all. But there is understandable discomfort in looking at healthcare companies the same way. Unfortunately until we completely restructure our healthcare system, these companies are very much out here operating as businesses that rely on big profits.

What are you thoughts on advertising in healthcare? Id’ love to hear them.

📰 Weekly Wrap-up

• If you’d like to read more about the controversy surrounding the Hims and Hers ad

• In another pop culture meets healthcare moment, read more on Chappell Roan’s concerns about healthcare for artists that she raised at the Grammys

📌 Job Board

Don’t miss these open roles 👀

• Clinical Success Director (Nursing) - Abridge

• Women’s Health Program Manager - GE Healthcare

• PRN Pharmacist - Alto Pharmacy

• and more!

Until next time,

Lauren

P.S. Remember to sign up for Clinicians in Tech 2025 workshop tomorrow, February 12th at 7pm ET! I hope to see you there.