Strategic media healthcare agency CMI Media Group, a WPP company
(NYSE: WPP), today announces a new healthcare-focused Sports
Marketing Center of Excellence. CMI Media Group's Sports Marketing
COE offers clients an innovative approach for reaching healthcare
audiences in a space where they are likely to engage with brand
messaging.
PHILADELPHIA, July 15,
2024 /PRNewswire-PRWeb/ -- Strategic media healthcare
agency CMI Media Group, a WPP company (NYSE: WPP), today announces
a new healthcare-focused Sports Marketing Center of Excellence. CMI
Media Group's Sports Marketing COE offers clients an innovative
approach for reaching healthcare audiences in a space where they
are likely to engage with brand messaging.
"Research shows that sports aren't the only
thing on the average sports fan's mind – they are thinking about
their health, and they don't put down their health concerns when
they put on their fan jerseys," said Mark
Pappas, EVP, Innovation.
Sports presents a significant opportunity for healthcare
marketers given the high volume of consumers who interact with it
across multiple channels. CMI Media Group's 2024/25 Media
Vitals(TM) research shows that among patients and caregivers, 2 in
3 regularly engage with sports content, including TV, podcasts,
magazines, or radio. Younger generations are even more likely to be
diving into sports: 78% of Millennials and 73% of Gen Z regularly
engage with sporting content. Also, a high percentage of healthcare
professionals (HCPs) have a strong affinity for sports with 72%
stating they regularly follow at least one sport or league,
presenting various opportunities to leverage this channel when HCPs
are in their "white coats off" moments.
In recent history, CMI has negotiated and partnered with major
sports outlets including the NHL, NASCAR and The Pickleball Slam.
This has led to pharma-first partnerships that have helped CMI's
clients to better engage with sports fans about their health.
Health brands will benefit by authentically positioning their
messages via sports-related opportunities, including live events,
sponsorships, and advertising. As sports draw more fans now than
ever before, brands who implement marketing strategies aligned to
sports can build trust and fandom with key audiences.
The center of excellence will be led by Melanie Lysaght, Director, Innovation and
Kelly Morrison, Group SVP,
Engagement Strategy and will be overseen by Mark Pappas, EVP, Innovation, and Julie Hurvitz Aliaga, EVP, Innovation, Content
and Partnerships. The COE leads have drawn on sports as inspiration
for their careers in healthcare marketing, including teamwork,
relentless drive, and disciplined practice. Lysaght has over a
decade of experience in healthcare advertising, where her roles
have spanned content creation to strategic planning to innovation.
Morrison's 20 years of healthcare marketing experience on the
agency and client side includes managing the professional and
collegiate sports sponsorships for healthcare clients.
"Research shows that sports aren't the only thing on the average
sports fan's mind – they are thinking about their health, and they
don't put down their health concerns when they put on their fan
jerseys. Engaging with them at sporting events has been extremely
successful for our clients, so we are launching this COE to
continue to deliver custom engagements that are a big win for
healthcare marketers," said Mark
Pappas, EVP, Innovation.
CMI Media Group has brought many firsts to healthcare marketing
as the premier healthcare-focused media buying and planning
resource to the world's game changers in pharma and life sciences.
With a deep focus on data, media and technology, the agency has
developed proprietary audience tools and expertise that ensure 100%
media reach, precision, performance and personalization to
healthcare professionals, patients and caregivers – 1-to-1, at
scale. To learn more about sports marketing opportunities, contact
sportscoe@cmimediagroup.com.
About CMI Media Group
CMI Media Group, a WPP company (NYSE: WPP, http://www.wpp.com),
is a full-service media agency focused solely on health, wellness,
and pharmaceutical marketing. CMI Media Group's core offerings
include Audience Strategy, Planning, Development, and Insights;
Data and Analytics; Buying and Investment; and Direct Response and
Customer Experience. As the leading media resource for the world's
top healthcare companies, CMI Media Group brings together leading
technology, data, and talent to deliver seamless capabilities for
clients. CMI Media Group has been recognized as a leader in
DE&I, talent retention and employee development as well as one
of the industry's best places to work. To apply for a position
within our teams visit https://www.cmimediagroup.com/careers
Media Contact
Carly Kuper, CMI Media Group,
6107315409,
ckuper@cmimediagroup.com, https://cmimediagroup.com/
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SOURCE CMI Media Group