Super Bowl Ads Kick Off Hospital Chain Campaign

Massachusetts-based Steward Health launched a campaign during last Sunday's Super Bowl broadcast to promote its hospitals. Steward's marketing director said the ad kicked off a two-month campaign that will be "a game-changer" for healthcare marketing.

4 comments on "Super Bowl Ads Kick Off Hospital Chain Campaign"
abillmann (3/15/2011 at 9:22 AM)

The essence of effective advertising is that you reach the right person at the right time with the right message. By the sheer numbers (in terms of ratings) associated with the Super Bowl, I'm sure some of the right people were reached. But not at the right time, and not with the right message. As healthcare marketers, it's our obligation to understand public perceptions and realize that Super Bowl advertising is perceived as expensive, ineffective and superfluous. And realistically, that perception isn't too far from reality.
Jodi Rawson (2/11/2011 at 12:23 PM)

Sounds familiar! North Kansas City Hospital opened a new cardiovascular unit and open heart surgery floor in order to consolidate some of our existing cardiac services in mid-Jan. As a compliment, we released an ad campaign featuring local people who have benefited from our cardiac care. We were able to run one of our spots, locally, during the Super Bowl too. The campaign consisted of tv, print, billboards as well as our websites and social media. Check it out:
Karl Vanhooten (2/10/2011 at 11:52 AM)

And given the cost of Super Bowl ads, apparently Steward Health is very profitable to sling that kind of money around. Oh, that's right, it's for-profit now. Caritas Christi must be twisting in their chair.
Bobby Bostick (2/9/2011 at 2:16 PM)

Nice production values, but what about these spots is groundbreaking and merits a feature article? The concept is "believe." It's superficial.


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