Hospitals

Flu shot as Batman: Healthcare marketing hit or miss?

The new MedImmune vaccination is the big news for this year’s flu season – that and athena health stepping in while the CDC staff is furloughed. This new flu shot is supposed to protect against four strains instead of just one. MedImmune has to have a good sales pitch, in part because the vaccine is […]

The new MedImmune vaccination is the big news for this year’s flu season – that and athena health stepping in while the CDC staff is furloughed. This new flu shot is supposed to protect against four strains instead of just one.

MedImmune has to have a good sales pitch, in part because the vaccine is more expensive than the standard shot. I would pay more to increase my chances of not getting the flu.

The question is: Does the super hero theme of MedImmune’s current ad campaign work? Here is my quick analysis of this “Get vaccinated!” ad. You’ll have to click through to watch the ad as it is not sharable.

Pros
The imagery works and reinforces how the product works. One shot of mist in each nostril creates a little Batman-like mask to protect you from the flu.

There is a zip code search feature that lets a customer find a nearby source for the shot.

There is a myths section that covers misconceptions about the flu and vacciations both.

Cons
The goofy factor is big. MedImmune embraces the campy elements of this pitch as the healthy flu shot superheroes stride proudly through town to show off their nose masks. I first saw the ad during a baseball game. Maybe the superhero imagery is designed to get men and fathers to be more involved in healthcare decisions.

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My husband’s reaction was, “I’d rather get the flu,” but I know he will get a shot this year because the immunizations are offered at his office. That, and snark is his reaction to most everything on television.

Bottom line: Cleverness outweighs campiness, but just barely It’s a good way to talk about getting a flu shot, much better than the scolding tone of most vaccination ads.