Health Care Survey - Innovative Partnerships Group

Thank you for participating in the Inaugural Sponsorship and Naming Rights Study for the Healthcare Industry.

Recently the healthcare industry has been one of the most popular categories for properties to target for sponsorships, while offering an array of benefits to the participating healthcare companies. As a key decision-maker for your organization, you have been chosen to participate in this first-of-its-kind national Sponsorship & Naming Rights study directed specifically at the healthcare industry. The purpose of the study is to collect real-time data and create an impactful report focusing on current industry trends, sentiment, and best practices, which can help you leverage your long-term sponsorships and naming rights partnerships.

This survey takes about 15 minutes to complete.

Confidentiality

We hold your data in the strictest confidence as third-party stewards of your information. At no time will individual attributions be made to any of the data. We will only provide summary results in averages and percentiles based on the appropriate sample size to ensure it is statistically valid. The purpose of the study is for you to provide real time data which will not be disclosed to any other party.

The data will be used in the development of a sponsorship market research data report and participants will be provided with a complimentary full-version report.

Benefits to Participants

Complimentary report of findings
Access to a sponsorship consulting resource who will follow up on responses and create an open dialogue for Q&A
Insights that can improve long-term sponsorship/naming rights impact
Comprehensive results that are both qualitative and quantitative
Understanding direct/indirect medical services/barter relief vs. cash investments
Custom data sets (provided by request)

This questionnaire has been reviewed by a Steering Committee made up of executives from a select group of health care companies in order to ensure accuracy, relevance, and ability to make an impact for those participating.

Optional: Supplemental Deal Benchmarking Analysis

There is an optional supplemental benchmarking analysis that asks for deal level information at the end of the survey. The individual deal information will be kept in the strictest of confidence and will be assembled into a supplemental report for those participants.

By checking this box you consent that you are willing to answer the questions in this survey.

About Innovative Partnerships Group

Innovative Partnerships Group (IPG) is recognized as one of the top sponsorship and naming rights agencies in the United States, specializing in sponsorship, valuation and measurement, consulting, and business development representation.

IPG has vast experience in many industries, including healthcare.We have a specialized healthcare division with over 30+ years of medical executive leadership to understand the challenges and opportunities facing hospitals and health systems in this changing industry landscape.

As an established leader in valuation and analytics, we have performed numerous naming rights and sponsorship valuations—while also representing clients to execute partnership deals.

Our team of consultants leverage our proprietary research and insights tools in our work with global rights holders, sports & entertainment properties, and mixed-use developments to accurately assess the true value of their partnerships and to execute long-term partnerships. We understand how to evaluate the effectiveness and return on sponsorship for a brand, through our discovery (i.e., surveying) of brand characteristics, brand strategy, internal goals and initiatives, top KPIs, and best practices for the industry category.

For this study, IPG serves as the third-party administrator of the inaugural “Sponsorship and Naming Rights Survey for the Healthcare Industry.” As stewards of the survey, IPG will hold your data in the strictest confidence.

About Partnership Intelligence^TM

IPG has developed a proprietary system for evaluating, measuring, and working with prestigious properties and brands to evaluate and secure long-term naming rights. Our Partnership Intelligence™ is rooted in intellectual property and asset creation, valuation and analytics, and automated software tools, with a focus on revenue generation and return for sponsors.

IPG is applying these understandings to create a new core component of its Partnership Intelligence™ system—Data Insights & Reporting. IPG will aggregate the data and feedback from the healthcare category in sponsorship to provide reports on industry trends and best practices. This will be provided to you at no cost for use to further develop and enhance your sponsorship strategy.

For more information visit www.ipg360.com.

Contact Information

First Name

Last Name

Company

Title

Email

Phone/Mobile (Optional)

Company/Organization Overview

In which states do you primarily conduct business?

Do you include “hospital” (e.g., your institution’s full name) in your partnership branding?

Yes

No

Approximately how many full-time employees are solely dedicated to sponsorships?

Sponsorship Overview

How many current sponsorship deals do you have in your portfolio? (Include all sponsorships above $25,000.)

Approximately how many years has your company been involved in sponsorships?

Sports is the most common partnership category, but there has been growing interest in partnerships with a wide range of property types. Please indicate all property/rightsholders that you sponsor. Each category that you select will open subcategory options.

Sports

Entertainment

University (non-sports)

Attraction

Cultural & Community

Prestige Real Estate

Municipality

Non-Profit

Other

Which categories within Non-profit?

	Yes	No
Philanthropic
Community Program

Please provide any other pertinent information regarding the specific property(ies) you sponsor (optional).

Direct Business Included in Partnerships

Do your partnerships include direct business services? If so, please list the direct business services that are typically included.

How do you value direct business services as part of the partnership deal?

Marketing Strategy & Media Mix

Including Sponsorships

Approximately what percentage goes to traditional paid media (not sponsorship)? (As defined by TV, Digital, Social, Out-of-Home and Print.)

0 - 25%

26 - 50%

51 - 75%

76 - 100%

N/A

How important does your organization consider sponsorship as an overall element of your marketing mix?

Not at all

Slightly

Moderately

Very

What are the asset classes most important to your sponsorship? Each category that you select will open subcategory options.  (Check all that apply)

Media

Non-Media | Programs and Platforms

Hospitality

IP Rights & Designations

Which Non Media, Programs and Platforms?

	Yes	No
On-site marketing
Database/email marketing
Membership benefits
Brand ambassadors/influencers
Acquired content (city signage, city marketing rights)
Human capital (recruiting, training, rewards and recognition, employee engagement)
Corporate social responsibility (charitable, community, sustainability programs)
Direct business (healthcare services providing contractually obligated revenue)
Indirect business (new lead generation supported by partner, networking, etc.)

Which Intellectual Property?

	Yes	No
Category exclusivity
Official designation (non-exclusive)

How would you ideally like to see your sponsorship budget allocated? (percentages of 5, adding up to 100):

Media

0

Non-Media | Programs and Platforms

0

Hospitality

0

IP

0

Marketing Strategy & Media Mix cont.

Please Rate the Following

	Strongly Disagree	Disagree	Neutral	Agree	Strongly Agree
Traditional media advertising is highly effective for my company.
Sponsorships are highly effective for my company, providing a significant ROI.
I am satisfied with the size of my current sponsorship portfolio.
I am actively looking to add sponsorships to my current portfolio.
Sponsorships have helped our company increase patient visits.
Sponsorships have helped our company increase revenue.
Sponsorships have increased internal morale through our assets (e.g., tickets, hospitality, team building events, etc.).
We have effectively used hospitality and events to gain business with current and prospective clients.
We have effectively used hospitality and events to increase business with other partners of the properties we sponsor.
Sponsorships enhance our company's charitable platforms and/or other community and fundraising goals.
Sponsorships enhance the company’s DEI initiatives.
Sponsorships enhance the company’s CSR initiatives.
Sponsorships have provided the company with an increased brand lift in positive brand value/awareness via association with our property(ies).
Appropriate metrics and methodology is used to properly measure the success of my sponsorships.
Sponsorships enhance our value proposition for patients.

Sponsorship Effectiveness

What are the most important KPIs that you consider to determine the effectiveness of a sponsorship? (Please rate each on a scale of 1 to 5, where 1 is not at all important and 5 is very important.)

Rate how important each of the below reasons are for engaging in sponsorship? (Please rate each on a scale of 1 to 5, where 1 is not at all important and 5 is very important.)

	1	2	3	4	5
Employee engagement
Hospitality & experiences
Brand awareness
Brand equity boost from property association
Drive patient vists growth
Employee rewards and recognition
Gain a competitive edge
Increase market share
Employee recruitment & retention
Direct business  (i.e., the property uses our health care services)

Rate the following assets based on the effectiveness of driving return on your sponsorship spend (Please rate each on a scale of 1 to 5, where 1 is not at all effective and 5 is very effective.)

	1	2	3	4	5
TV-visible signage
Non TV-visible signage
TV commercial/billboard/banners
TV broadcast placement
Radio
Hospitality
Promotions
Social media
PR
Database/email marketing
Membership benefits
Employee benefits
Brand ambassadors/influencers
Community giveback/investments
Custom/original content
Business development programs
On-site activation
VIP experiences
Direct healthcare services
Exclusivity

Sponsorship Impact

Approximately what percentage of patients do you believe are aware of at least one of your current sponsorships?

0 - 25%

26 - 50%

51 - 75%

76 - 100%

Don't know / Don't measure

Have you done any studies on the impact of your sponsorships?

Yes

No

Are you planning on doing any in the next 12 months?

Yes

No

Approximately what percentage of patient-facing employees are:

Sponsorship Activation & Measurement

Has your sponsorship portfolio helped achieve greater revenue/market share?

Direct business (e.g., healthcare services)

Yes

No

Not Sure

Indirect business (e.g., business through lead generation)

Yes

No

Not Sure

Do you have a formal process for evaluating your partnership effectiveness?

Yes

No

Not Sure

What evaluation approaches are utilized? (check all that apply)

What are the most important metrics you use when measuring the success of a partnership? (check all that apply)

	Yes	No
Total media impressions
Paid media impressions
Digital impressions
Brand impressions (PR, signage)
Lead generation
Employee engagement
Event attendees
Database marketing (open rates, click thru rates)
Social media engagements

Naming Rights and High Value Entitlements

Do you have a naming rights partnership or entitlement to a high-value asset such as naming rights to a training center, venue or a jersey patch?

Yes

No

What drove that decision?  (check all that apply)

	Yes	No
Increase brand awareness
Develop positive brand association with the property
Create a local community connection
Drive revenue/growth
Ability to provide healthcare services
Ability to provide on-site medical services
Other

Are you considering one within the next 12 months?

Yes

No

What products and services do you include in your rights deals?  (check all that apply)

Do you include trade or barter for direct healthcare services with your naming rights partnership?

All

Some

None

How many of your naming rights partnerships and high-value entitlements are exclusive in the hospital category?

All

Some

None

In the healthcare category?

All

Some

None

Other categories? If yes, please specify.

Are your naming rights and high-value partnerships amplified beyond your partner's audience in a particular market?

Yes

No

Is the amplification valuable or is it diminished by your limited service region?

Valuable

Diminished

Do believe there is direct correlation between your naming rights and high-value partnership(s) and positive patient satisfaction?

Yes

No

Do you feel trust in your company has increased, decreased or stayed the same because of your naming rights and high-value partnerships?

Increased

Decreased

Stayed the Same

Future of healthcare

If your sponsorship status is “Official Hospital” or “Health System” do you see this changing in the next 5 years?

Yes

No

Is there a health insurance partner associated with one or more of the properties you sponsor?

Yes

No

Do you currently consider companies such as CVS, Amazon, Google as competition?

Yes

No

Do you foresee these companies as competition in the health sponsorship space in the next five years?

Yes

No

What are some ways that your properties can help innovate with you? (Check all that apply)

	Yes	No
Identify and capture new and emerging markets/demographics
Create new ways to engage the community
Engage through community clinics and programs
Create areas of static branding and permanent ownership
Establish year-round ticket opportunities
Establish on-site healthcare services
Develop an activation scorecard to better measure my partnership
Other

If Other, please specify

Please feel free to provide other comments here about your naming rights and high value entitlements partnerships. (Optional)

Optional: Supplemental Deal Benchmarking Analysis

The optional supplemental benchmarking analysis asks for deal level information. This information will be kept in the strictest of confidence and will be assembled into a supplemental report for those who respond. If you would prefer to submit the survey and provide the deal-specific information later, you may submit the survey now and we will follow up with you via email.

Will you participate in the optional supplemental deal benchmarking analysis?

Yes

Yes, please email me a separate link.

No

Deal information (click the "+" button to add more deals)

Rightsholder	Term length (in years)	Annual contract value	Annual escalator (%)	High-value entitlement (training center, jersey patch, etc.) Please specify.	Category exclusivity (Y/N)	If yes, to which category(ies)?

	Yes	No
Professional Team/Franchise
League
National Governing Body
Collegiate (Universities)
Collegiate (Conferences)
Venue
Amateur
Youth
Talent

	Yes	No
Music
Amphitheatre
Arena
Stadium
Talent

	Yes	No
University Partnership (non-sports)
Student Body
Alumni Association

	Yes	No
Museum
Zoo
Aquarium
Amusement Park
Water Park
Golf Course
Other

	Yes	No
Festival (non-music)
Music Festival
Food & Beverage
Parade
State Fair
Convention
Award Show
Golf Tournament
Auto Show
Film Festival
Other

	Yes	No
Sports District
Entertainment District
Mixed-use District
Hotels & Resorts
Casinos
Business District
Retail Center

	Yes	No
Cities
Parks & Recreation
Transit Centers
Convention Centers
School District

	Yes	No
Consultant / activation firm
ROI modeling
In-house recap
Year-end sponsorship report (provided by property)
Third-party media measurement tool (e.g., Nielsen)