The idea driving this work was to leverage our brand partnerships to deliver authentic, trust-building health stories that strengthen reputation and awareness. By working with trusted local athletes, we aimed to share real healthcare decision-making journeys that build credibility and increase consideration. We also focused on creating meaningful, feel-good moments by connecting patients with local athletes to drive emotional engagement and brand awareness. Additionally, by highlighting patient stories and the connection between patients and their trusted providers, we sought to reinforce compassionate care while increasing awareness of positive outcomes and strengthening overall brand reputation.
We approached the strategy, management, and execution of each of these assets as a shared team effort, ensuring all internal stakeholders had a seat at the table and a clear voice throughout the process.
Radio Series:
We worked collaboratively with the Browns to identify players and front office staff that had a meaningful healthcare story and aligned that personal experience with a radio read creating a series of spots covering a variety of University Hospitals service lines.
Survivorship Bell Ringing:
Our marketing team, at the guidance of our Seidman Cancer Center counterparts, identified a patient who had recently finished cancer treatment to ring the bell live at our annual Crucial Catch Browns partnership game. The challenge we continue to face year after year for this moment is not just identifying a patient at this specific time in their journey, but one that is willing to talk about their experience publicly. Our patient this year was charismatic, had a great relationship with her oncologist and was an avid Browns fan. All of these characteristics could be felt in her story telling as well as during the live bell ringing moment during the Browns game.
Joe Thomas:
Joe Thomas played for the Cleveland Browns for 10 years and is a recent Hall of Fame Inductee. During his playing time, he and his family developed deep and trusting relationships with the team at University Hospitals. After his playing career, he decided to return to Ohio and have his hip replacement surgery at University Hospitals. Due to sensitivities around injuries with current players, it is typically a challenge for UH to share their healthcare journeys. Joe was willing to share how and why he came to the decision to return to UH for his procedure, which came down in large part to his immense trust in his care team from his playing days. Through his story we were able to share how our team takes care of and provides the same high-quality care to top athletes at their prime and everyday people.
Stevie Spears:
Each year, University Hospitals partners with the Cleveland Browns to host UH Rainbow Day at Browns Training Camp. Through our partnership with ESPN Cleveland, we are given the opportunity to participate in a live radio interview during the event. In the past, a UH provider typically took part in the interview; however, this year we felt it would be more meaningful to offer the opportunity to a UH Rainbow patient instead. This allowed us to create a special moment for both the patient and the fans. While Stevie was being interviewed live on air and asked who his favorite player was, he was surprised by an unexpected appearance from Joe Flacco.
One of the top priorities of our brand and sports partnerships is reinforcing the connection that the same University Hospitals providers caring for our professional athletes are also caring for people in our community.
The Joe Thomas story helped bring this to life. Throughout his playing career, Joe built strong relationships with the UH care team—and even after retirement, he continued to return to that same team for his care.
Through our partnership with the Browns, UH Rainbow patient Stevie Spears experienced a once-in-a-lifetime opportunity to serve as a sports radio host and meet his favorite player, Joe Flacco. Moments like these deepen the connection between UH and the Browns, showing in a meaningful way that UH is truly the healthcare team for the Browns and our community.
Just prior to Mary Jo ringing the survivorship bell live at a Browns game, a video story aired featuring Mary Jo and her oncologist, Dr. Montero. As the video concluded, the cameras cut to Mary Jo standing with her oncology care team, further reinforcing the powerful connection between patient and provider. This complete, end-to-end story is exactly what we aim to achieve through our partnership assets, and this moment successfully brought that vision to life in a meaningful way.
In addition to those intangible offline experiences, the social media post in collaboration with UH and the Browns around these experiences, had 205,085 engagements with one post alone having a 3.84% engagement rate, with zero spend behind it, making it a successful way to share this story and connection.
