MEASURING THE CONVERGENCE OF SPORTS & HEALTH CARE
Health care systems have different goals and ROI objectives for sports partnerships than most traditional consumer product brands. We tried to gain insights from health care-centric research platforms, but could not gain meaningful data about the performance of our clients sports sponsorships.
So in 2015 we teamed up with Turnkey Intelligence - the world’s leading sports marketing research firm - to create STRATA, the only consumer research platform built specifically to measure the performance of Hospital and Health Care System sports marketing partnerships.
STRATA can help your healthcare system evaluate and monitor your sponsorship’s performance, value the marketing assets in your agreement, and even help you choose what sports partners could be best for your marketing goals before you negotiate an agreement.
PERFORMANCE TRACKER
Multi-wave survey-based study measuring performance of sports partnerships:
Tracks sports’ impact across specific Healthcare Provider challenges by Service Line, Service Area, Demographic
Customizable for specific Healthcare Provider and local market KPI’s
Year-over-year tracking
Development of normative data to provide insight across market
PARTNERSHIP ASSETS VALUATION
Monetary calculation and overall performance indicator of:
Marketing Rights
Media (traditional and social)
Social Amplification
ON-SITE SURVEY
In-person survey conducted by brand ambassadors at sponsored events and games (via tablets):
Opportunity to engage directly with targeted fan base
Ability to gather feedback on specific on-site activation
Quick-time results
PARTNERSHIP MATCH ANALYSIS
Utilization of Bendigo, Turnkey, Team and open sourced sports fan data to improve decision metrics before engaging with sports teams:
Providing key insights based on data and research
Identifying and prioritizing the asset mix which best resonates with their fan bases
Evaluating market landscape, identifying opportunities