CareFusion Sponsorship Gets Healthcare Pros Jazzed Up - Event Marketer

CareFusion Sponsorship Gets Healthcare Pros Jazzed Up

DB_Ex_Care Fusion_2010 Ex
Brand: CAREFUSION
Agency: THE EXORDIUM GROUP
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2010

Medical technology company CareFusion and jazz are making beautiful music together. As sponsor of the CareFusion Jazz Festival Series, the company last summer struck a chord with the health care executives it needed to reach to publicize its new brand name as it spun off from parent company Cardinal Health. Research has shown their interest in the arts, specifically music and jazz, which is used in medical schools to teach listening skills and as a metaphor for the clinical environment used to teach coordination and cooperation.

The six-festival series, which continues this summer, consists of the world-famous Newport Jazz Festival and music fests in Chicago, Monterey, CA, New York City, Paris and Sydney. By taking the title or presenting sponsorship at each festival, CareFusion used jazz to shine a light on patient safety and those working to improve healthcare. It also made a significant contribution to the lifeblood of jazz, including the resurrection of a 34-year-old tradition by reviving the New York Jazz Festival.

By integrating p.r., advertising, promotion, trade shows, a traveling semi-truck, on-site VIP hospitality, interactive marketing and a TV broadcast from each festival direct to acute-care hospitals, CareFusion drove awareness of its new brand, generated millions in new revenue and leads and created ongoing partnerships with key opinion leaders. That partnership, Rhythm of Care, raises funds and drives awareness of health-care safety improvements through all of CareFusion’s experiential marketing efforts.

The carefusionjazz.com website, live festival broadcasts, direct sales, in-hospital signage and media coverage brought the excitement of the festivals to acute-care hospital executives but the ultimate engagement was the VIP experience they received as guests on-site where bright, colorful CareFusion branding integrated with classic black and white images of famous jazz artists. Guests could engage in interactive learning at kiosks, bid on a saxophone signed by a jazz artist, learn about ways to improve health-care safety and listen to amazing music, all from the comfort of the VIP tent. The sweet sounds continued outside of the festivals as CareFusion added a jazz lounge to its booth and jazz content to an 18-wheeler tour.

By leveraging the jazz festival experience, CareFusion achieved an ROI in excess of 10:1. The brand reached 415,000 people in combined festival attendance, and the festivals delivered more than two billion impressions in measured media worldwide. CareFusion reached more than 15,000 health care executives with clear, branded communication. Live TV broadcasts also touched more than 1,500 hospitals and 1,200 veterans hospitals and facilities.

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