Hospitals Hop on World Cup Bandwagon

Marianne Aiello, July 9, 2014

With the world's eyes on the soccer competition in Brazil, healthcare organizations are jumping at the chance to use the tournament's momentum to promote their services and positive population health messages.

Viewing Party

Viewing party at Mount Sinai Hospital

The US national team's strong showing at the World Cup invigorated the country this summer, sparking widespread soccer fever not often seen stateside. And, like other popular sporting events, the momentum generated by World Cup hype provided savvy healthcare organizations with a unique opportunity to promote their services.

Several hospitals are riding the World Cup wave to engage folks internally and externally. I've heard of several organizations that hosted viewing parties for US matches that took place during the day, providing big screen TVs and snacks for employees who were able to spare a few minutes to watch.

Some hospitals and health systems have taken it a step further, opening World Cup viewing parties to the community in an effort to reach potential patients. Mount Sinai Hospital in New York, NY, tweeted an invite to community members to stop by its facility to watch the game on July 1 and receive a free skin cancer screening while they're at it.


Other organizations got involved by connecting their physicians with media outlets to provide expert advice and commentary regarding related health concerns. For example, Shukri David, MD, cardiologist at St. John Providence Health System in Michigan, told a local CBS station that some World Cup viewers should be aware of an increased heart attack risk due to unhealthy game foods combined with the stress and excitement of watching the match.

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