The Media Tracker: Health Care's Risk Tolerant Companies

Risk tolerant companies are proving to be resilient with larger ad buys in an effort to drive up brand awareness towards policy makers alike

Author

Melanie Singer
November 16, 2023

The Media Tracker

This week we're diving into health care companies allocating dollars towards ads.

What's 🔥 Right Now

The Health Care Heat Up

  • Cigna Healthcare ran a HPTO across Bloomberg this week, drawing attention to their insights on lasting behavioral changes for health care employees.

  • Evernorth is running ads across Axios this week, with a focus on how Express Scripts makes for a more transparent and affordable pharmacy experience compared to PBMs.

  • PhRMA ran a HPTO across Politico this week, drawing awareness towards PBMs. They’ve been running this campaign for a number of months across various sites and OOH.

The Newsletter Rundown

  • American Hospital Association is sponsoring WaPo’s The Health 202, updating readers on their latest advocacy resources.

  • PhRMA is sponsoring Politico’s Weekly Trade, calling on the Biden administration for a no TRIPS waiver expansion.

  • PhRMA is sponsoring Politico Pulse, drawing awareness towards 340B.

  • The American Cancer Society Cancer Action Network is sponsoring Politico Huddle and Nightly, calling on Congress to support investing more research into cancer.

  • Optum Rx is sponsoring Axios Vitals, drawing awareness towards their support for community and independent pharmacies.

The thought: health care companies have generally taken a back seat in media advertising, likely leaning more towards TVC or CTV given the volatile news cycle. Risk tolerant companies are proving to be resilient with larger ad buys in an effort to drive up brand awareness towards policy makers alike.   

Ads across the web this week

Notable Campaigns 

Cigna Healthcare ad on Bloomberg

Cigna Healthcare ran a HPTO across Bloomberg on 11/13, promoting their holistic approach towards burnout.

Netflix ad on The Atlantic

Netflix ran a HPTO across The Atlantic on 11/13, promoting the film The Killer.

Omega ad on Vox

Omega ran a two-day HPTO across Vox from 11/13-11/14, promoting their exhibition in NYC.

Chrome Enterprise ad on WSJ

Chrome Enterprise ran their once weekly HPTO across WSJ on 11/14, promoting their product as a service.

Airbus ad on Quartz

Airbus ran a HPTO across Quartz on 11/14, drawing attention to their sustainability efforts within aerospace.

Wells Fargo ad on Bloomberg

Wells Fargo ran a HPTO across Bloomberg on 11/14, promoting their diversity efforts on Wall Street.

PhRMA ad on Politico

PhRMA ran a HPTO across Politico on 11/15, focusing on holding PBMs accountable.

Accenture ad on NYTimes

Accenture ran a HPTO across NYTimes on 11/15, promoting their podcast episode on Quantum Future.

Dell Technologies ad on WSJ

Dell Technologies ran a HPTO across WSJ on 11/15, promoting their innovation stories.

Thomas Reuters ad on Quartz

Thomas Reuters is running a two-day HPTO across Quartz from 11/15-11/16, promoting their AI-assisted research on Westlaw Precision™.

L’Oréal Groupe ad on Axios

L’Oréal Groupe ran a HPTO across Axios on 11/15, driving awareness towards their Women in Science program.

Netflix ad on NYTimes

Netflix is running a HPTO across NYTimes today, 11/16, promoting the series finale of The Crown.

Contentful ad on WSJ

Contentful is running a HPTO across WSJ today, 11/16, promoting their product as a service.

BMC ad on Forbes

BMC is running a HPTO across Forbes today, 11/16, promoting their AIOps.

Newsletter Tracker

American Hospital Association sponsorship on WaPo’s The Health 202

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 62%, 5% down from last week 💵

New Branded Content

National Geographic studio piece on NYTimes

Here's a link to the full branded content list

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