Healthcare was nowhere to be found between Budweiser and Clint Eastwood Super Bowl commercials. Instead, healthcare systems chose the local route for their 2012 Super Bowl advertising. If you were in California, Minnesota, Ohio, Virginia or other markets you saw local hospitals and healthcare Super Bowl ads.
The Children’s National Medical Center in Washington, D.C. ran a Super Bowl ad in the pregame show promoting the Parents Letter Project. Sheltering Arms, a rehabilitation center in Virginia, also ran a 30-second Super Bowl ad, and Park Nicollet in Minnesota and Cleveland Clinic ran Super Bowl ads as well.
Local ads are nowhere near the cost of the $3.5 million for 30 seconds the major national Super Bowl advertisers pay. But the cost of local Super Bowl commercials went up, too. In Rochester, New York, for example, a 30-second local Super Bowl ad was up from $15,000 to $20,000.
National campaigns make sense for the Cleveland Clinics and Mayo Clinics of the world, though perhaps not for $3.5 million a spot. But the lower cost for the amount of audience locally is a no brainer for many health systems, who thrive off grabbing a larger share of local patients.
Know of any other local Super Bowl ads from healthcare besides the ones I have listed? Post links in the comments section below.
A Deep-dive Into Specialty Pharma
A specialty drug is a class of prescription medications used to treat complex, chronic or rare medical conditions. Although this classification was originally intended to define the treatment of rare, also termed “orphan” diseases, affecting fewer than 200,000 people in the US, more recently, specialty drugs have emerged as the cornerstone of treatment for chronic and complex diseases such as cancer, autoimmune conditions, diabetes, hepatitis C, and HIV/AIDS.
