Your Attention, Please: How Novartis Redefined Healthcare Marketing

An analysis of Novartis' 2025 Super Bowl Campaign, "Your Attention, Please," that sought to increase the percentage of annual mammograms in women aged 40 and older. Through relatable stories, star power, a clear path from awareness to action, and strategic partnerships, the campaign led to billions of positive earned media impressions and over two million visits to the website. 

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Publication Details

Journal
UNC Libraries
Published
2026-07-23
DOI
https://doi.org/10.17615/qf2d-g312
Primary Topic
Media Influence and Health
Type
article
Field-Weighted Citation Impact
0.00
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article

Your Attention, Please: How Novartis Redefined Healthcare Marketing

Kylie Ferguson
UNC Libraries
Media Influence and Health
article

Your Attention, Please: How Novartis Redefined Healthcare Marketing

Kylie Ferguson
article en

Abstract

An analysis of Novartis' 2025 Super Bowl Campaign, "Your Attention, Please," that sought to increase the percentage of annual mammograms in women aged 40 and older. Through relatable stories, star power, a clear path from awareness to action, and strategic partnerships, the campaign led to billions of positive earned media impressions and over two million visits to the website. 

UNC Libraries
University of North Carolina at Chapel Hill (US)
Openalex Percentile: Top 2%
Media Influence and Health
DOIOpen Access PDFOpenAlex
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Your Attention, Please: How Novartis Redefined Healthcare Marketing — Kylie Ferguson · UNC Libraries (2026) | TGRS Research Map | TGRS