Nicholas Binge, founder of Medfluence Advisors, said that a recent Saturday Night Live parody featuring Jon Hamm closely resembled their 2023 awareness campaign "The Soap Doctor," which utilized soap opera tropes to emphasize sinus health. The statement was made on LinkedIn.
"Last year, we at Medfluence Advisors with Steve Pearson launched The Soap Doctor—a bold, satirical campaign that leaned into soap opera tropes to raise awareness about chronic sinus issues," said Binge, according to LinkedIn. "This week, SNL released a nearly identical concept with Jon Hamm. We're not mad. We're flattered. When your creative work shows up on late-night TV a year later, you know you were onto something."
In 2023, Medfluence Advisors launched "The Soap Doctor," a satirical video series aimed at promoting awareness of chronic sinus and allergy conditions and encouraging patients to seek specialty care. According to Patient Daily, the campaign debuted at the American Academy of Otolaryngology-Head and Neck Surgery Foundation (AAO-HNSF) annual meeting and uses humor to underscore the importance of treatment for sinus health. Binge noted that the initiative brings together leading clinicians and industry experts to help independent practices stand out in a competitive healthcare environment.
According to a 2024 study by the University of Cincinnati, chronic sinusitis affects approximately 14.6% of U.S. adults and results in over 22 million physician visits annually, costing the healthcare system nearly $5 billion per year. The condition is among the top reasons for antibiotic prescriptions and is associated with reduced quality of life. These statistics highlight the need for improved awareness and targeted treatment.
In an April 12 episode of Saturday Night Live, Jon Hamm starred in a melodramatic sketch parodying vintage soap operas with exaggerated emotional twists. The sketch featured Hamm as a brooding doctor entangled in romantic and familial complications, delivering dramatic lines such as "I'm sorry, Chloe, there's no easy way to say this, but..." This performance marked Hamm's fourth hosting appearance on SNL.
Binge has over 20 years of experience in the medical device and healthcare marketing industries. He has held roles at companies like Boston Scientific, Dexcom, and Stryker, now focusing on digital-first strategies to support specialty physician practices and raise awareness for underserved conditions.
Medfluence Advisors is a healthcare marketing and consulting firm dedicated to elevating awareness for underserved medical conditions and supporting independent practices. As described on its official website, the company combines digital innovation with clinical insight and co-founded PXEngagement, a patient communication platform designed to enhance care delivery efficiency.
