Why NASCAR?

SponsorMotion has been working with NASCAR to design a partnership program specific for healthcare and pharma companies.

Why would healthcare brands care about NASCAR?

NASCAR is a sport that has captured the attention of millions of Americans over the years. With over 80 million people tuning in to watch the races, NASCAR is one of the most popular sports in the United States.

But several misconceptions about the NASCAR audience prevent brands from fully tapping into this lucrative promotional channel.

We just pulled the top requests from our clients, and they all have a centralized theme:  go local. 

Overview

• A biotech was looking for partnership opportunities to accelerate trial recruitment, build disease state awareness, and cultivate relationships in the community
• Leveraging SponsorMotion's database, they identified more than 60 organizations that met their criteria and were open to partnership
• You can download the full case study here

The value of sponsorship marketing is often diminished by spirited discussions around the size of the booth and giveaways to attract people.  In fact, most of the value is in the decisions made even before you get to that point. 

• Most efforts are focused online because it's cheap and easy (although I'd challenge both) and it doesn't require vast amounts of labor.

Tools, tools, tools! Few things can maximize the impact of a field team more than having the right ones. Tools can help you communicate better, track your progress, make decisions based on data while on the move, and even book meetings and plan how to connect with your stakeholders!

Tl;dr

• A biotech with a single marketed product needed to connect with HCPs in a highly efficient way
• Their sales team sought targeted opportunities in institutions (IDNs), universities, and medical societies.
• Leveraging SponsorMotion's database, they found new paths to entry that were both compliant and cost-effective: we uncovered 155 new opportunities.
  
• You can download a one-pager view of the case study here.

Looking back at my timeline, I've realized that I haven't been spending much time talking about recent experiences. I've been so busy building up SponsorMotion that I've had little breathing room to stop and reflect on the most interesting work I've done since taking on this journey. So I thought I'd be sharing a story every now and then.

One of our very first projects was for a cardiology company. They were doing very well, but access to cardiologists is hard. They wanted to expand their campaign, and they already had all the right national conferences on their radar. What else could they do?

We got to work, and we brought more than 150 sponsorship opportunities (newsletters, events, etc.), and more than 100 organizations to their sales team. It was very rewarding to see them prioritize and organize the activation.

But this collaboration arguably had as much of an impact on us as on our client's business. It confirmed our core hypothesis: there was a real opportunity there to help companies find places to go that weren't obvious. Local associations, newsletters, CMEs.

That project helped kick off our journey.