How a local nonprofit scored a Super Bowl ad

Reprinted from the Philadelphia Business Journal
John George, Senior Reporter

February 3, 2017 –The staff at the Delaware Health Information Network (DHIN) will have a special reason to watch the Super Bowl on Sunday: their first consumer-focused TV commercial will air before and during the game.

Launched in 2007, DHIN in a nonprofit organization that provides an electronic network used by hospitals, physicians, labs and other health care providers to quickly and securely exchange clinical information. The network serves all of Delaware’s acute care hospitals and is approaching 100 percent of the state’s medical providers. More than 14,000,000 clinical results and reports are delivered through DHIN each year.

“DHIN’s doing big things in Delaware and across the region; what better time to engage consumers than during one of the biggest TV viewing days of the year?” said Randy Farmer, DHIN’s chief operating officer.

Farmer said the campaign is directed at consumers because they play an important role in bringing down the cost of health care. “The more engaged they are, the better chance they can make more informed decisions,” he said. “We want to inform people and build awareness of who we are and what we do in the health care ecosystem.”

According to a report in Variety, Fox is charging between $5 million and $5.5 million for a 30-second national ad during the Super Bowl this year. Less expensive time, typically in the six-figure range, is available in slots allocated by the networks to allow local carriers to run regional advertising spots.

Stacey Schiller, DHIN’s director of marketing, declined to disclose what the organization is spending for its four ads running on Super Bowl Sunday, but did say the price was “very reasonable.” Schiller said DHIN it is using a portion of the two-year, $2.75 million matching grant it received from the Department of Health and Human Services’ Office of the National Coordinator for Health IT to promote and expand the adoption of health information technology and exchanges to different providers.


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“DHIN has been a great partner in our on-going fight against cancer. The information on DHIN supports the collective effort for finding better ways to diagnose and treat the various cancers, thus improving survival outcomes. DHIN has helped fill in the diagnostic, treatment and follow-­up gaps in order to present a complete picture of the patients’ clinical cancer journeys, which in turn, furthers the war on cancer.”

Mary Sorrell, CTR
Cancer Registry Coordinator
Union Hospital of Cecil County

Delaware Health Information Network

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