Celebrity Partnerships Come with Rewards and Risks

International superstars and local heroes can elevate a hospital's brand, but healthcare marketers ought to proceed with caution.

Aligning an organization's brand with a celebrity spokesperson is a risky endeavor—one that more and more hospitals and health systems are willing to take. And, while there's always a chance of a Paula Deen-sized fiasco, using a household name to magnify an organization's market presence is often a bet that pays off.

The trick is to match the right persona to the brand.

Several recent hospital-celebrity affiliations have piqued my interest this spring. I've broken down three of the most common types of partnerships to highlight the specific risks and rewards.

The International Celebrity

The alignment: Jennifer Lopez has recently teamed up with Vancouver-based BC Children's Hospital Foundation to promote its fundraising drive. She appears in local TV spots to urge viewers to donate.

"This is relatively new for us having an international superstar support us," Stephen Forgacs, director of communications for the foundation, told the  Vancouver Metro. "It shows people that we're part of a larger network… and we thought it was a good opportunity to see how her star power can help raise awareness about what we do."

The hospital was able to partner with Lopez through her affiliation with the Children's Miracle Network Hospitals. They have previously received celebrity endorsements from Michael Bublé, professional hockey players, and others with more obvious local ties.

The risks: The bigger they are, the harder they fall. Potential scandal fallout aside, partnering with a big name with no clear ties to your organization may raise some eyebrows. Transparency is key here, too—the public will want to know what, if anything, you're paying to use the celebrity's name and likeness.

The rewards: One word: publicity. Partnering with a high-status celebrity is a surefire way to get coverage in every local media outlet. And, for a fundraising push, that level of publicity is invaluable.

The Local Hero

The alignment: Tufts Floating Hospital for Children's latest marketing campaign, tag lined "You Don't Have to be Big, to Be Strong," features the voice of local actor/comedian Denis Leary.

"It's impossible not to be inspired by these Floating Hospital kids' positive attitude and optimistic outlook," Leary said in a media release. "These children, who have barely experienced life for themselves, are the ones teaching us the right way to live. It's a story that needed to be told and it's an honor for me to give a voice to their courage and spirit."

The partnership was forged by Boston Bruins President and Floating Hospital supporter Cam Neely.

The risks: A lesser known spokesperson will have a limited impact and may only resonate with select demographics.

The rewards: The hometown hero's word often carries more clout than an international celebrity. And, should a mild-to-moderate scandal arise, local fans may be more inclined to defend than admonish. (Tom Brady, anyone?)

The Reputable Athlete

The alignment: Clara Maass Medical Center has signed "NFL on FOX" commentator and former New York Giant David Diehl to the hospital's 2015 Golf Invitational fundraiser.

"As a Super Bowl champion and national television game analyst, David brings prestige that will generate greater awareness for our golf outing, enhancing our fundraising efforts to support programs and services at Clara Maass Medical Center that benefit the residents and families of the communities we serve," Mary Ellen Clyne, PhD, president and CEO, told the local press.

Diehl serves as an ambassador for healthy living for Barnabas Health, the medical center's parent health system. He is also the spokesperson for the Matthew J. Morahan, III Health Assessment Center for Athletes and he helps to raise awareness about concussions and the importance of health screening for young athletes.

"By supporting Clara Maass Medical Center, a premier healthcare resource for so many families, I know our efforts will have a positive impact. I encourage businesses and individuals to join us for what will be an exciting and memorable day," Diehl said.

The risks: Like the local hero, the athlete spokesperson mainly appeals to a niche audience.

The rewards: Athletes are a natural fit to promote healthcare organizations since staying healthy and fit is a big part of their job. And that authenticity rings true to patients.