This week we're diving into health care companies diversifying their ad dollars.

What's 🔥 Right Now

March Health 🦠

• Huntsman Mental Health Institute in partnership with Ad Council, ran ads across The Hill this week, pushing awareness around mental health.

• Humana is running ads across The Atlantic this week, promoting their value-based care (VBC).

• Evernorth Health is running ads across Axios this week, promoting Express Scripts, their transparent PBM model.

• Amgen launched a studio piece with WaPo as an extension of their live event, focusing on high LDL in women.

• Elevance Health launched a studio piece with WaPo with a case study that touches on the benefits of support groups.

Newsletter Rundown

• 340B is sponsoring Politico Future Pulse and Politico Pulse, promoting the vital care it brings to people.

• Moderna is sponsoring Axios Vitals, drawing awareness to Long COVID Awareness Day.

The thought: March marks four years since the COVID-19 lockdown along with the Protect 340B bill making its way to Congress. Health care companies are continuing to turn to media ad buys to push initiatives and spread awareness towards key decision makers for on-site and newsletters.   

Ads across the web this week

• Tech: Google (NYTimes), Samsung (WSJ), Global X (Puck), Cisco (WSJ), T-Mobile (WSJ), Workiva (WSJ)

• Aerospace/Defense: RTX (Axios), Boeing (Roll Call)

• Automotive: Lincoln (New Yorker)

• Business/Finance: Silicon Valley Bank (Fortune), Tastytrade (WSJ), Goldman Sachs (New Yorker), Bank of America (WSJ)

• Healthcare: Huntsman Mental Health Institute (The Hill), Humana (The Atlantic), Evernorth Health Services (Axios), Texas Children’s (NYTimes)

• Non-Profit: DCLI (Politico)

• Travel: Travel to Australia (NYTimes), Visit Florida (NYTimes), Bermuda Tourism Authority (NYTimes)

• Media: C-SPAN (Axios)

• E-Commerce/Retail: Pratt Industries, Inc. (WSJ), Hennessy (Forbes), Cole Haan (NYTimes), Tumi (NYTimes), Laurent-Perrier (WSJ), Fendi (New Yorker)

• Entertainment: Paramount+ (New Yorker), The Outsiders Musical (NYTimes)

Notable Campaigns 

Silicon Valley Bank ran a HPTO across Fortune on 3/18, promoting their newer brand messaging, which focuses on supporting customers through it all.

Hennessy is running a week-long HPTO across Forbes, promoting their paradis liqueur.

Samsung ran a HPTO across WSJ on 3/19, promoting the Galaxy S24 Ultra.

Cisco ran a HPTO across WSJ on 3/20, spreading awareness around their acquisition of Splunk.

Wells Fargo ran a HPTO across Bloomberg from 3/19-3/20, driving to their branded content piece on investing in the next generation with Nuveen.

Paramount+ ran a HPTO across The New Yorker on 3/20, promoting the original movie, Little Wing.

Boeing is running a HPTO across Roll Call today, 3/21, promoting their aerial aircraft.

Mozilla’s event sponsorship with WaPo is running a HPTO today, 3/21, driving to the event recap, likely part of the event package.

Newsletter Tracker

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 56%, 4% down from last week 💵

New Branded Content

• NYTimes: Silversea

• Axios: TD Bank, Binance, Soloviev Group, Elemental Excelerator, Climate Power, and Ceres

• Vox: T-Mobile, Intel

• WSJ: Amazon Ads

• WaPo: Capital One, EY, Elevance Health, Amgen, Fidelity Investments

• Forbes: SAP

• Bloomberg: Wells Fargo

Here's a link to the full branded content list

Industry News + Product Launches

• Semafor won Fast Company’s Most Innovative Companies in media 

• Vox Media’s CRO, Geoff Schiller was on Digiday’s podcast discussing their 2024 ad sales strategy 

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