Opening Day Excitement: Discover How MLB Partnerships Are Elevating Healthcare Brands
Happy Opening Day! Baseball is back, bringing with it the thrill of a new season and a golden opportunity for healthcare systems to connect with passionate fans.
Our research shows that partnering with Major League Baseball (MLB) is a grand slam for healthcare brands. Here's why:
Double the Trust, Triple the Reputation: Our research reveals MLB fans who recognize a healthcare system as a team partner are nearly twice as likely to hold positive perceptions – from top doctors and innovative practices to a stellar reputation for serving the community. These fans are three times more likely to view the healthcare system favorably than the general public. And that's a home run – fans aware of the sponsorship are 50% more likely to have visited the system in the last two years.
Fan Loyalty Through Trust: Opening Day ignites excitement for a new season. By becoming a partner, healthcare systems can tap into this fan fervor and build brand awareness. These industry benchmarks showcase the significant trust transfer through successful MLB partnerships.
Beyond the Bases: Activating MLB Partnerships
MLB offers healthcare systems more than just logo placement. It's a chance to ignite brand awareness, cultivate fan loyalty, and benefit from America's love of baseball. Playbook has had the privilege of supporting healthcare systems and innovative initiatives like these:
Emory Healthcare & The Winship Cancer Institute: With fans directly in the sun during games, Emory Healthcare, the official healthcare provider of the Braves, promoted sun safety with educational components and offered free sun safety kits including a cobranded baseball cap and sunscreen (with opt-in for further communication). This engaging activation collected valuable fan data for future outreach.
Virginia Mason Franciscan Health & The Mariners: Virginia Mason Franciscan Health, the Proud Partner in Health of the Seattle Mariners, launched their ongoing Runs for Research campaign in 2022. This initiative benefits the Center for Neuroscience and Spine, with donations increasing with every run scored by the Mariners. The campaign continues to raise awareness for the Center's groundbreaking research.
Emory Healthcare & Braves World Series Parade: Emory, the official healthcare provider of the Braves, capitalized on their World Series win by including their logo on a team bus featured in the Atlanta Journal-Constitution's front page photo, further solidifying their partnership.
Healthcare systems can leverage MLB partnerships to create unforgettable fan experiences, supercharge employee engagement, and build stronger patient relationships.
Ready to dive into optimizing and measuring your partnerships?
Contact Playbook for Health today! We can help you craft a winning MLB and MiLB partnership that connects with fans and drives success for your healthcare system.
