Smart Hospital Sponsorships Lead to Community Engagement

Marianne Aiello, January 23, 2013

I recently ran a road race sponsored by a local hospital. The organization is small and I hadn't noticed them sponsoring any events in the past, so it was nice to see them taking a positive step in the direction of community engagement.

The hospital, however, made some rookie mistakes in the lead-up to the event and on race day by missing opportunities to promote positive brand awareness.

It did not disseminate health information to participants before the event, nor did it have a large brand presence on the day, other than a few small signs and their logo on participant T-shirts.

Since sponsorship often comes with a cost, it's critical that hospital marketers take advantage of all possibilities that effectively communicate an organization's brand and mission.

I've been following three hospitals that have done sponsorship right.

Marianne Aiello

Marianne Aiello is a contributing writer at HealthLeaders Media.

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