NYU Langone Health: Official medical services provider to the city.

 The Challenge

With an array of health systems within the NYC metro area, connecting with consumers beyond traditional advertising can sometimes become cluttered. For some health systems, sponsoring pro teams is the perfect avenue to reach a large audience through various high impression media assets. However, NYU Langone Health's research showed they already had high recall within their DMA, and therefore wanted to take a different approach to directly reach athletes from all skill levels within their service area on a more personal level.

Our Approach 

Our goal was simple: connect NYU Langone to partners that share brand attributes, marketing objectives, and keeping competitive athletes healthy, with the overarching goal of establishing NYU Langone as the official medical services provider with all of their service area’s athletes, as opposed to just the athletes on their favorite pro team.. Using this as our north star, we created a three pronged approach:

Reach New Markets
In order to directly engage with new potential patients, we identified recreational sports leagues, gyms, marathons, and athlete-focused non-profits to pursue for integrated partnerships.

Improve Targeting
We focused on developing content-focused initiatives that would inspire athletes to live a healthier lifestyle and in turn, built trust for NYU Langone and all of its Sports Health Programs. To strengthen the connection, we launched concierge programs for athletes in these organizations to receive direct access to NYU Langone's top ranked physicians.

Maximize Budget
We leveraged NYU Langone’s brand equity and expertise to deliver value in-kind partnership trades, significantly reducing the traditional partnership fee

The Results 

To date, we have established formal and informal partnerships with about a dozen (and counting) teams, leagues, fitness organizations and events, at a fraction of the budget of partnering with one major pro sports team in NYC. This approach has established NYU Langone as the Official Medical Services Provider for over 300,000 athletes in NYU Langone’s service area. In addition, we partnered on a local level with several prestigious national organization, which opened up national opportunities to chair advisory councils, develop programs, and reinforce NYU Langone’s national presence.