Work

Your Attention, Please: How Novartis Redefined Healthcare Marketing

Year: 2026

Type: dissertation

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.

Source: Carolina Digital Repository (University of North Carolina at Chapel Hill)

Author: Ferguson, Kylie

Institution: University of North Carolina at Chapel Hill

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: green

OpenAlex ID: W7170161846

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