Jessica Levco

Healthcare Marketer and Social Media Specialist

Jessica Levco is an experienced healthcare marketer and social media specialist. She creates must-read content for hospitals, healthcare non-profits and associations. 

A Tale of Two Health Systems at Super Bowl City

Football fans and players aren’t the only ones gearing up for the Super Bowl. So are two prominent health systems in the Bay Area — Kaiser Permanente and Dignity Health. 

Recently, I was in in San Francisco and explored Super Bowl City. This free, family-friendly event was created as a way for locals and tourists to get pumped up for Game Day. Both organizations are partners of the event and each set up stations for visitors to explore. 

When I was there on opening night, throngs of people were gathered at each station. Each station was colorful, buzz-worthy and staffed with friendly people. Congratulations to both organizations for creating areas that caught the eyes of the crowd and made people wonder, “What’s going on in there?”

Though both had different messages, here’s what each had in common:

  1. Neither organization focused on themselves. Nobody goes to Super Bowl City, wanting to talk to someone from a health system. But what made both of these stations work is that it didn’t seem like the healthy messages were coming from a health system. Instead, it seemed like the messages were coming from a vibrant, healthy friend. 
  2. Concentration on fun. Inside each station, there were a variety of activities for visitors to try. For example, at Kaiser Permanente, people could see a cooking demonstration and at Dignity Health, visitors could try on the actual gear that pro football players use. 
  3. Social media emphasis. Each encouraged people to tweet using their respective hashtags (Kaiser Permanente = #My2MinuteDrill and Dignity Health = #Hellohumankindness). Both hospitals re-tweeted what others said about their stations and directed visitors to their respective microsites to learn more. 

Here’s a closer look at what each organization was all about:

Kaiser Permanente: Focus on fitness

Kaiser Permanente serves as the official medical team for the Super Bowl 50 Host Committee. Besides providing medical aid stations throughout Super Bowl City, it also encouraged people to exercise. Using the hashtag, #My2MinuteDrill, Kaiser Permanente’s station was focused on showing people the importance of physical fitness. 

For example, visitors could test their arm strength or talk to doctors about exercise safety. Cooking demonstrations were scheduled throughout the week-long event. Kaiser Permanente also created a microsite that lists healthy recipes and exercise ideas that visitors could try when they got home.  

Dignity Health: An emphasis on mental health

“Hello humankindness” isn’t just a tagline for Dignity Health. It’s something the hospital is all about. Even before Super Bowl City started, Dignity Health’s microsite encourages people to treat themselves — and others — with respect and understanding. Dignity Health’s microsite came alive at Super Bowl City because it fostered an environment where people could slow down in the Super Bowl craziness and talk to each other. 

Visitors at this station could test their concussion IQ with interactive games, but the most popular area seemed to be the photo spot. This is where people would hold up signs, such as, “I promise to call my mom” and then, Dignity Health would snap their picture and post it on Twitter. There's nothing like seeing compassion go viral. 

Bonus read: 4 Healthcare Leadership Lessons from the Golden State Warriors.