Case Study

Superbowl Commercial

Overview

Faced with the challenge of a deep-pocketed competitor entering the market, I leveraged strategic media buying and strong partnerships to maximize Longmont United Hospital’s visibility. By securing a prime-time Super Bowl ad placement at no additional cost, we not only increased patient appointments but also strengthened employee morale, preventing a feared exodus to the competition.

Introduction

In 2016, Longmont United Hospital, a 201-bed community hospital in the highly competitive Denver metropolitan market, faced a major challenge: UC Health, a large research-based health system, was opening a new hospital nearby. With their significant financial resources and brand recognition, they posed a serious competitive threat.

As Head of Marketing, I needed to ensure maximum impact with a limited budget, build patient loyalty, and protect internal employee morale—a critical factor in retaining staff in the face of a high-paying competitor. I made a bold strategic decision that resulted in prime-time Super Bowl ad placement, without additional cost, during one of the most-watched events in Denver’s history.

Challenge

  • UC Health Expansion: A powerful competitor with deep financial resources was opening a new hospital nearby, threatening patient volume and employee retention.

  • Limited Marketing Budget: With an annual budget of $1.3M spread across multiple channels, every dollar needed to be optimized for maximum reach.

  • Brand Awareness & Retention: We needed to increase physician appointments and reinforce employee loyalty to prevent talent loss to UC Health.

Solution

To maximize budget efficiency, I took a strategic risk by consolidating all TV ad spend into a single station—NBC’s local affiliate, which had 49% market share and was the home of the Denver Broncos. This ensured high-impact placements during key viewing times.

Key Strategy Components:

  • Eliminated Unnecessary Costs: Partnered with the TV station to produce six commercials in-house using hospital staff, avoiding agency markups and talent fees.

  • Built Strong Media Partnerships: Maintained a close relationship with the NBC affiliate, consistently reminding them that we were available to fill last-minute ad slots.

  • Secured a Super Bowl Spot at No Additional Cost: Minutes before the 2016 Super Bowl kickoff, a sponsor pulled out, and the station offered our ad placement at our standard rate—giving us prime-time exposure during one of Denver’s most-watched games as the Broncos competed in the Super Bowl.

Results

  • Increased Physician Appointments: A direct surge in patient bookings following the Super Bowl exposure.

  • Stronger Employee Morale & Retention: Employee pulse surveys in Q1 showed a surge in pride for working at Longmont United Hospital, countering concerns that UC Health’s higher salaries would pull talent away. We avoided mass employee departures.

  • No Competitive Backlash: Despite UC Health's entrance into the market, we maintained strong positioning and patient loyalty.

Conclusion

This campaign was a masterclass in strategic media buying, relationship-building, and maximizing marketing impact on a limited budget. By securing a Super Bowl ad at no additional cost, we not only increased patient engagement but also solidified internal morale, preventing talent loss to a well-funded competitor. This case study proves that with the right strategy, partnerships, and creativity, even community hospitals can stand out in a competitive landscape