Healthcare Advertising at The Super Bowl #FeelingFriday

Healthcare marketing is having a moment …

Source: Photo by Dave Adamson on Unsplash

I've spent my entire career in healthcare marketing. Sometimes exclusively, sometimes alongside consumer work, as well as B2B. I've always loved the unique challenges of the industry including the regulatory environment, the empathy required to connect to audiences, and the real impact we can make on the quality of patients' lives.

But I've also watched healthcare marketing get unfairly dismissed by the broader industry because other marketers think it's less creative, less culturally attune, and less insightful than consumer marketing.

You know it when you hear it, “oh you’re in healthcare.”

That always struck me as odd and honestly naive. Come walk a day in our shoes. The challenges are actually harder, and much more nuanced. And ultimately much more rewarding.

This Super Bowl changed the game, so much so that many are calling it the "Health & Wellness Bowl." Usually there are one or two healthcare spots during the game, but this time around there were several spots across multiple categories. Many stood out in the crowd as being smart, insightful, culturally relevant, and yes, creative. There I said it.

Let's take a look at a few standouts …

My top pick is Novartis and their prostate cancer screening campaign called "Relax Your Tight End." My prediction is that this spot will be talked about for years about how healthcare advertising can connect with audiences in the moment with creative messaging meant to change behavior.

Brilliantly, Novartis took a health issue men avoid talking about and spoke directly to them at a time when they're paying attention … during the big game. The company used football language, talent, and humor to disarm the fear about screening for prostate cancer. They didn't preach or lecture but instead used football culture to make what would have been a clinical conversation feel human and safe.

Last year Novartis did something similar with breast cancer. This year, prostate cancer. They're proving that healthcare advertising can be culturally relevant and clinically important over and over again.

Bravo!

Next up … Wegovy's debut spot to launch its new pill combined a star-studded lineup along with quick humor in easily relatable scenes to break through the clutter. Tell me it doesn't remind you of "There's An App for That."

Can we laugh in healthcare? We sure can!

One more … Liquid I.V. doesn’t feel like healthcare at first glance, but it is on the health and wellness spectrum. It's about staying hydrated and the health benefits that come with it. The brand took a well-known sign of dehydration and turned it into a call to action. The approach is visually and musically engaging along with a little wink that we all get. Nuanced yet front and center, in a way we won't soon forget.

Yes indeed, this year proved that healthcare marketing can be just as creative as any other category in marketing. In fact, it's often more creative because the constraints are higher and the stakes are real. As is the impact we can have on people’s lives.

We’re not just having a moment. We’re finally getting the stage we deserve. And that feels so good!

Congrats to all.

What's your experience?