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Super Bowl: Bengals lose, digital health wins!
Headspace got sultry. Cue Health got ultra techy. Hologic got real. But all three of this year’s Super Bowl ads by digital health companies went after the same core audience: women. Cue went after moms by emphasizing the convenience of its home diagnostic testing labs, while Hologic’s 30-second spot featuring Mary J. Blige pushed the benefits of mid-life screenings like mammograms. Headspace stood out for an ad in which John Legend offered to sleep with customers, a comedic pitch for a “sleepcast” the singer narrates for the company. Each spot cost about $6.5 million to air during this year’s game, which speaks to the rising fortunes of the digital health industry. What remains to be seen is whether these products will end up making a real difference for health.
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