The Media Tracker: Healthcare companies are on the rise

Healthcare companies are putting ad dollars across all marketing tactics to bring awareness towards company initiatives and research.

March 30, 2023

The Media Tracker

This week we're diving into healthcare companies putting ad dollars across all marketing tactics to bring awareness towards company initiatives and research 🩺

What's 🔥 Right Now

Healthcare's on the rise 

On-site content: 

  • Genentech is running a healthcare stream takeover on The NYTimes this week, focusing on the racial inequalities within clinical trials.

  • Cigna is running ads across The WSJ, driving to a document that dives into how Cigna delivers quality care to employees.

  • NYU Langone Health is running ads across The WSJ, driving to their blog, which focuses on culture and quality of care (likely NY DMA targeting).

Newsletter rundown: 

  • American Hospital Association is sponsoring WashPo's The Health 202, focusing on the important roles hospitals have in our communities.

  • PhRMA has been sponsoring Politico Pulse the past few weeks, focusing on PBMs.

  • HCA Healthcare is sponsoring Axios Vitals, touching on their Crush the Crisis opioid event.

Branded Content sponsorships:

  • Moderna launched a branded content piece with WashPo, focusing on mRNA.

  • AstraZeneca launched a studio piece with WashPo, bringing awareness to a new treatment for HER2.

  • Bayer launched a branded content piece with Axios, focusing on tackling the water crisis and developing technology that aims to serve human health needs.

The thought: healthcare companies tend to be recession proof when it comes to ad dollars. From on-site content to newsletter sponsorships, media outlets are a strong medium to spread awareness around their impacts on communities along with new research that will shape the medical world.                          

Ads across the web this week

Notable Campaigns

HII ad on Politico

HII ran a Defense stream takeover across Politico on 3/27, bringing awareness to their booth at the Sea-Air-Space Expo in April.     

Paramount+ ad on Vox

Paramount+ ran a HPTO across Vox on 3/27, promoting the new series, Rabbit/ Hole. 

Volvo ad on The Atlantic

Volvo is running ads across the Atlantic but they appear to not be clickable. Promoting the Volvo Mild-Hybrid SUVs.   

UnitedHealthcare ad on Axios

UnitedHealthcare ran a HPTO across Axios on 3/27, driving to their branded studio piece on medicare advantage's. 

Meta ad on Politico

Meta ran a HPTO across Politico (3/28), WashPo (3/29), and The Hill (3/30) focusing on how the metaverse will have a positive impact on society.  

PwC ad on Forbes

PwC ran a HPTO across Forbes on 3/28, promoting their eBook on a better employee experience and retaining workers. 

Bank of America ad on Axios

Bank of America ran a HPTO across Axios on 3/29, bringing awareness to their sustainability aviation initiative. 

Newsletter Tracker

AHA ad sponsoring WashPo's The Health 202

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 57%, 13% up from last week 💸

New Branded Content

Esri studio piece from WashPo

Here's a link to the full branded content list

Product Launches + Industry News

Thanks for reading 👩‍💻 If you liked this and haven't yet, subscribe and/or share! 

Reply

or to participate.