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1、1Healthcare Sponsorship I N T E L R E P O R T:Discover how strategic partnerships and social media insights can elevate your healthcare brands impact and engagement.BYTable of ContentsSport&Entertainment is Social:A Macro ViewThe Healthcare Brands StudyHealthcare Spend Vs.Value Earned in 2024Healthc

2、are Brand Exposure on Social:Brand Rankings and InsightsTop Valued Post SnapshotSimple Tweaks,Big Results:Insights on Healthcare Posting StrategiesDeeper Dive:KaiserDeeper Dive:Intermountain HealthOverview of Sport Impact on Social:Partnership Potentials&MoreHealthcare Brand Impact via Sports on Soc

3、ialOpportunities&Actionable Insights7 Key Takeaways060408091620242728291014HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM3Social media is a critical platform for partnerships industry-wide.Video views surged by 26%YoY,reinforcing the desire for fresh,on-demand

4、content over traditional posts.Sport is Social 19.5M5.2M613BTotal PostsTotal VideosVideo Views33BFollowers-2.6%YoY+10.7%YoY111BTotal Fan Engagement+10%YoY+6%YoY+26%YoYPartnership deals are down,but spend on deals is up.The average annual social value growth of 9.6%over the last four years demonstrat

5、es social medias undeniable influence on brand exposure.Brands expectations on social value needs are rising.Social data from 2023-01-01 to 2024-01-01 Sponsorship assets,revenue,and spending data or insights reflective of 2023/24 NFL,MLB,NBA,MLS,&NHL sport seasons.Brand Partnership Power$12.4B+4%YoY

6、Social Brand Value(Adjusted Ad Value/AAV)$8.9B201914121086420$11.8B2020in Global Spend on Partnership Deals+9.6%Growth Rate Since 2019While#ofDeals is Down14%$13.4B2021$12.0B2022$12.4B2023FOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM5HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REA

7、CH OU T TO I NFOKOR ESOF T WAR E.COMU.S.healthcare services spending on sponsorship deals is now higher than the average industry sector.This healthcare intel report aims to provide a benchmark snapshot for 21 healthcare services brands across the US(excluding health/fitness memberships and services

8、 like gyms and fitness classes).The goal is to understand the value of partnerships on social media,find out what is driving value,and provide practical tips for organizations to improve their partnership strategies.The data gathered for this report is from social and digital platforms including Ins

9、tagram,Facebook,TikTok,and YouTube using our unified data view powered by Hookit,which KORE acquired in 2022.The KORE Sport&Entertainment Graph maps,aggregates and analyzes all social activity from over 500K accounts globally.The Healthcare Brands StudyMaximize Your Partnership Value Across Social K

10、OREs Sport Graph tracks&analyzes all sport&influencers across social networks.Spend TrackedSport GraphFan ConnectionsNot in our Sponsorship Spend DataIn our Sponsorship Spend Data500k+Entities 3B Social Posts32B*Statistics derived from KOREs 2024 Industry-wide survey taken by 60+brands and rights ho

11、lders.*Nearly 30%of rights holders are concentrating on building partnerships with healthcare services.of brands now include digital content in their sponsorship deals,making it the third most included asset across major leagues in the 2023/24 seasons.60%Did you know.Terms to understand as you read

12、this report:Brands:As buyers in the sponsorship relationship,brands are companies or organizations that invest in partnership opportunities.Rights Holders:The sellers,rights holders are entities that own the marketing rights to a sports team,event,or athlete,including sports organizations,event orga

13、nizers,or individual athletes.HEALT H CAR E R E PO RTFO R MO R E I N S I G H TS,R EAC H O U T TO I N FO KO R ES O F T WA R E.CO M7Healthcare Spending vs.Value Earned in 2024 Healthcare Sponsorship Spend is Up in the US Spend&Value Movement by Industry Retail:Continues to lead in social value but its

14、 spend rank dropped due to increased spending by other sectors such as communications&media,tech,gambling,and healthcare.Technology:Notable rise in social value,now ranked 3rd in social value and 4th in spend.Automotive&Powersports:Increased in social value while maintaining a fixed spend,indicating

15、 a potential for substantial social value growth.Entertainment:Continues to rise in social value with the lowest spend rank.Healthcare,Financial and Communications&Media:Sectors with the most opportunity to improve social value based on their spend RetailIndustry1SocialValue Rank2023 Spend Rank8Food

16、&Bev21Technology34Automotive&Powersports47Financial52Travel611Entertainment712Gambling86Communications&Media93Industrial1010Insurance115Healthcare129RankRank Change YoY%of Growth YoYSponsorship Value AAV 2024BrandThe healthcare sectors spending on partnerships with the major five sports leagues incr

17、eased by 3.7%in the 2023/24 season compared to the previous year.Since 2019,this spending has grown by a total of 35.6%.While US healthcare spending is up,on a global scale,healthcare brands spend about 6%less than the average industry sector.FO R MO R E I N S I G H TS,R EAC H O U T TO I N FO KO R E

18、S O F T WA R E.CO M9HEALT H CAR E R E PO RT$8,351,524$5,589,298$4,626,142$3,569,854$1,976,044$1,694,991$1,543,793$1,479,017$1,023,753$799,226$644,755$635,675$630,474$419,169$302,328$139,984$131,491$79,862$62,610$47,104$21,573$33,768,668 Total135%9%34%3%134%-40%31%118%85%23%70%100%-1%31%15%218%-31%-8

19、5%24%-75%633%33%(+)1(-1)(+)1(-1)(+)2(-1)(-1)(-)(+)2(-)(+)2(+)3(-4)(-)(+)1(+)4(-)(-6)(-)(-2)(-)1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 Healthcare Brand Exposure in Sports Partnerships on Social 21 Healthcare Services Brands Ranked by Social ValueGrowth due to NBA,Orlando Magic,and Inter

20、 Miami CF posts with clear keyword mentions of Florida Blue.The PGA Tours Instagram contributed to 50%of the Mayo Clinics social value over this last year.Basketball entities(primarily Minnesota Timberwolves,NBA,Minnesota Lynx,and WNBA)contributed 47%.Kaisers drop is due to changes in their social p

21、osting strategy with partner GSW,logo appearance,and social platform use.Intermountain Healthcares 85%drop is due to changes in their posting strategy,changes in platform usage and less fan-focused content.Top Deliberate Post2.6MEngagements$228KAAV62%Promotion QualityFeaturing a top-followed star at

22、hlete for reach.Deliberate mention Florida Blue on Instagram for clear brand awareness.7/18/23 A paid partnership Florida Blue(Blue Cross Blue Shield)featuring Lionel Messi in drills.Why its High ValueTop Incidental Post7.5MVideo Views$268KAAV41%Promotion QualityVideo features a top-followed star at

23、hlete for reach.Deliberate mention of athlete extended fan reach.Incidental brand logo promotion in video,not captured by social listening tools,delivers brand recognition.Funny,unique or surprising content performs well.10/5/23UCLA Health incidental logo visibility on Lakers training court during f

24、unny reel of LeBron James reacting to being called the oldest player in the NBA.Why its High ValueDeliberate posts include a deliberate partner hashtag,text or keyword mention in the post.Incidental posts are captured by KOREs AI-driven computer vision and scores visual logo presence in incidental p

25、osts,measuring coverage,clarity,competition,and clutter.HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM11Top Deliberate Post9.6MEngagements$231KAAV28%Promotion QualityFan-focused,local interest content.Authentic call out of the name of sponsorship partner.Right

26、platform and audience for the latest news.Why its High Value1/13/24A newsworthy weather post with a clear callout to Highmark Stadium.Video features a top-followed star athlete for reach.Deliberate mention of athlete extended fan reach.Incidental brand logo promotion in video,not captured by social

27、listening tools,delivers brand recognition.Right platform and audience for the latest news.Why its High Value4MVideo Views$373.8KAAV57%Promotion QualityTop Incidental Post10/02/23NBA Media Day post featuring Jimmy Butler and various brand signage behind him,including Baptist Healths LogoDeliberate p

28、osts include a deliberate partner hashtag,text or keyword mention in the post.Incidental posts are captured by KOREs AI-driven computer vision and scores visual logo presence in incidental posts,measuring coverage,clarity,competition,and clutter.HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU

29、 T TO I NFOKOR ESOF T WAR E.COM13Actionable insights on brands that saw a substantial drop in social value can work with their top social value partnerships to make adjustments.Simple Tweaks,Big Results.HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM15Make your

30、voice count for next years State of the Industry and receive a participant-only benchmarking report.Take the SurveyFor Rights HoldersFor BrandsGSW post featuring the 2023 playoff schedule Post earned over 60K in AAV with 425K engagements.Highly visible brand logo on top center of the image.Fan-focus

31、ed content building on playoff momentum.Appears on the most engaging platform,reaching the right audience.Why its High ValueDeeper DiveLets look at this comparison of Kaisers highest valued social post of the 2022/2023 season to similar posts with minor changes in 2023/24.Well identify overall chang

32、es in their social posting strategy for 2023/24.GSW post featuring the 2023 pre-season schedule 8/2/2023 post earned$14K in AAV on Instagram with nearly 97K engagements.Smaller logo visibility on the post.Pre-season schedule lacks playoff momentum for supporters.Similar Post,Less ValueHEALT H CAR E

33、R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM17 In 2022-2023,Kaiser was mentioned with visible logos on Instagram posts(driving 76%of GSWs fan engagement)3x more than in 2024.In 2024,most posts that mentioned Kaiser were on Facebook and Weibo which together drive only 3%of

34、total fan engagement involving Kaiser.In 2020/21,GSW missed the playoffs,yet the social value for Kaiser was over 2.5x more than in 2023/24,and nearly matched the value in the seasons ending in 2023 and 2021.Collaborate with partners to post on the best platforms at the right time,engaging the right

35、 audience for better results.Work with NBA partners on deliberate social posts on stronger platforms(e.g.,Instagram vs.Facebook)in-season,with bigger logo visibility or videos featuring keyword mentions or hashtags.In 2024,Kaiser,along with many other healthcare brands saw a substantial increase in

36、value from global football partnerships like the MLS and NWSL.Use these tips to develop a strategic posting plan to maximize value with global football entities.Posting Strategy Changes in 23/24Further InsightActionable TakeawayOpportunityHEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I

37、 NFOKOR ESOF T WAR E.COM19The Las Vegas Raiders drove nearly 28x the value for Intermountain Health-care,via short reels posted on Facebook,Twitter,and Instagram in the 22-23 seasons,versus the 23-24 season.Despite the drop in value,the Las Vegas Raiders continue to drive the highest amount of value

38、 for Intermountain Health in 23=24 compared to any other entity.Deliberate text mentions of your brand in post copy Posts or videos on platforms with strong engagement for your audience,like InstagramDeeper DivePRO TIPWork with partner to addHighly visible brand logo on top center of the image.Fan-f

39、ocused content on for media highlights.Winning StrategyThis newsworthy,fan-focused content shared on Facebook and Twitter gar-nered nearly 740K in views and 27K in AAV in Dec 2022.Great brand messaging that could serve better on a different platform.Intermountain Health Media Highlight PostsIdentify

40、 the right platform,for the right audience:Heavily produced commercial brand messages perform better on YouTube.Utilize partners Instagram,Facebook and Twitter for more fan-focused content(posts,and short video format)like plays of the week,show of talent,funny outtakes,media highlights,or fan-focus

41、ed giveaways etc.Brand Produced Post,Less EngagementBrand Video,Less ViewsHEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM21 Try switching to Instagram with text mentions and brand visibility in media moments.Let teams,leagues,and athletes create authentic,fan-fo

42、cused content.Support their campaigns with your logo visible or mentioned for true social brand awareness without pushing your brands agenda.Longer commercialized brand campaign messages perform better on longer commercial platforms like on YouTube.Shorter reels or fan content perform best on Instag

43、ram.Spend less on large social productions focused solely on brand messaging.Get strategic with content that engages fans for better brand awareness.Right Content on the Right PlatformActionable TakeawayPro TipsHEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM23Ov

44、erview of Sport Impact on Social Partnership PotentialThe graph shows the top sports by video views,emphasizing their impact on social media.Global football leads with 214 billion views,up 18%year-over-year.Basketball follows with 50.2 billion views,growing 13%.Tennis has the highest percentage grow

45、th at 37%,reaching 6.9 billion views.Healthcare brands that align with top ranking sports or high engagement growth sports like tennis,and wrestling(thanks mostly to the World Wrestling Entertainment surge)will likely experience a lift in brand awareness while fans engage more with content related t

46、o their favorite sports rather than direct brand channels.Social data from 2023-01-01 to 2024-01-01 Vs.2022-06-13 to 2023-06-13Sports with the Highest YOY Follower Growth The data highlights sports power in driving social media engagement through follower growth and video views.Global football,auto

47、racing,and basketball show substantial follower growth.Healthcare brands can enhance their reach by aligning with the right sports league,team,or athlete.%of Follower Growth per Sport YoY20247%|Auto Racing5%|Global Football4%|Basketball4%|American Football3%|Tennis3%|Wrestling2%|Baseball#of Follower

48、s per Top Followed SportsSocial data from 2023-01-01 to 2024-01-01 Vs.2022-06-13 to 2023-06-13 AutoRacingGlobal FootballBasketballAmericanFootballTennisWrestlingBaseball16.9B2.6B1.1B408M507M533M783M520M555M835M417M1.2B17.8B2.7B2023202425HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I N

49、FOKOR ESOF T WAR E.COMPartnership PotentialPartnering with auto racing,which saw 7%growth YOY,taps into a growing and passionate fan base.This aligns your brand with the sports fans love,maximizing engagement and visibility.Wrestling has the second highest video view growth among top sports in the U

50、.S.,largely due to WWE.WWE increased sponsorship value through high-profile deals and innovative branding,including major partnerships with Logan Pauls Prime and C4,driving record engagement and revenue growth.Ice hockey is a high value driver for healthcare YoY,yet has only 202M followers.Further i

51、nvestment into the sport could pay off well if follower growth rises,which currently is at less than.5%YoY.Prime Deal:Largest sponsorship deal in WWE history C4 Partnership:Enhanced engagement and sales during events like SummerSlam Retail Expansion:Record-breaking demand for WWE merchandise through

52、 the Fanatics partnershipRankRank ChangeEngagementAdjusted Ad Value(AAV2023 AAVAAV YoY Change Sport/GenreBrandsBranded Posts19 20 20 17 16 10 15 13 11 9 8 8105 10181 2889 2472 4811 92 208 1522 261 84 22 61,860,979 54,995,690 24,280,143 21,781,500 15,626,621 2,227,418 1,936,273 1,822,040 850,353 425,

53、237 204,607 290,489$12,712,932$5,258,831$4,635,877$5,589,498$2,516,019$138,248$183,485$323,524$1,019,908$49,399$31,201$8,108 10,977,730$2,051,736$3,933,079$2,703,116$2,223,999$93,127$411,914$544,159$776,661$102,208$37,637$46,014 Basketball Global Football American Football Baseball Ice Hockey Music

54、Entertainment Auto Racing Golf Tennis Action Sport Functional Fitness 135%9%34%3%134%-40%31%118%85%23%70%100%(+)1(-1)(+)1(-1)(+)2(-1)(-1)(-)(+)2(-)(+)2(+)3 1 2 3 4 5 6 7 8 9 10 11 12 Healthcare Brand Impact via Sports on Social WrestlingIce HockeyINS IGHTTennis entities(including events and influenc

55、ers)generated over$201M in social value for brands last year,with$7M for healthcare and fitness services.Only two healthcare brands were among the top 20 earning value from tennis.TennisAuto RacingHEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM27Opportunities&Ac

56、tionable InsightsGolf is ranked 17th globally by followers but offers a niche investment opportunity for brands with aligned values across specific golf entities.For example:The Mayo Clinics social value more than doubled year-over-year,primarily due to their partnership with the PGA Tour.Baptist He

57、alth earned the most value among healthcare organizations from US Open posts in April 2023,but their value dropped compared to 2022/23.With tennis follower growth in the top 5 in US sports,partnering with tennis events and athletes offers prime engagement opportunities.The PGA Tours social following

58、 climbed 12%YoY as of July 3,2024,improving reach for brand sponsors.Creative,and consistent fan-focused content(“Top 10 Shots”).Deliberate text mention of brand in post copy.Clear,highly visible brand logo on the visual,which social listening tools dont pick up on.GolfTennisLeverage Video Content:F

59、ocus on creating high-quality,engaging video content to meet the growing demand and drive higher social media engagement.Invest in strategic social media partnerships to boost your brand value,which has grown 9.6%annually since 2019.Adjust social posting strategies with partners,ensuring posts are o

60、n the right platforms and feature clear brand mentions to enhance visibility and engagement.Collaborate with sports entities that show high social media engagement,such as basketball and global football,to maximize brand reach.Use data-driven insights to assess and optimize the social value of partn

61、erships,focusing on platforms and content types that drive the most engagement.Work closely with partners to post strategically,using platforms that engage fans the most,and ensure brand logos are highly visible in content.Share Healthcare brand messaging on the right platforms,like YouTube,or at ev

62、ents,and use your partners channels for brand visibility amongst fan-focused content.Leverage Video ContentOptimize PostingStrategiesFocus on Authentic ContentMaximize Social Brand ValueAdapt Sponsorship StrategiesPartner with High Engagement SportsMeasure Social ImpactKey TakeawaysHEALT H CAR E R E

63、 PO RTFO R MO R E I N S I G H TS,R EAC H O U T TO I N FO KO R ES O F T WA R E.CO M29For Rights HoldersFor BrandsMake your voice count for next years State of the Industry and receive a participant-only benchmarking report.Take the Survey:HEALT H CAR E R E PO RTFOR M OR E IN SI G HTS,REACH OU T TO I NFOKOR ESOF T WAR E.COM31For more insights,reach out to