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Marketing Deal Has Patients Asking, 'Who's the Doctor Here?'

Marianne Aiello, for HealthLeaders Media, February 19, 2014

Even the wrap's fine print doesn't help to clarify things: "First Aid Services provided by community EMS and other providers and not by Crouse Hospital."

The misleading branding stems from a three-year deal Crouse made with Syracuse University back in 2012, securing itself as the "Official Hospital of Syracuse University Athletics." That exclusive deal, forged by marketing giant IMG, gives Crouse exclusive hospital marketing privileges for all things related to Syracuse sports—including advertising inside the Dome.

That's right, even though Upstate University Hospital docs treat patients in the first aid tent, they are not allowed to post the organization's name anywhere within the arena. Neither is any other healthcare facility.

Exclusive Rights
Oddly enough, though Crouse has exclusive marketing rights, it does not exclusively care for Syracuse's athletes—Upstate takes care of them, too.

Further complicating the matter is that Jim Boeheim, a Hall of Famer and head coach of Syracuse's men's basketball team and a prostate cancer survivor, has been a spokesman for a few Upstate programs in the past, including in a video promoting the Upstate Cancer Center Team and serving as honorary co-chair of the Upstate Cancer Center campaign.

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1 comments on "Marketing Deal Has Patients Asking, 'Who's the Doctor Here?'"


Elizabeth Corcoran (2/19/2014 at 2:15 PM)
As a former risk manager, I would imagine that if a patient were treated in the first aid tent and something went awry, Crouse could inadvertently be brought into the lawsuit because the patient would believe she was being treated by a caregiver from Crouse (Mduba v. Benedictine Hospital).