We have all seen the doctor “tips” usually affiliated with sports medicine sponsorships with teams and leagues. The obligatory in-arena and on-air quick factoids on injury “sponsored by” have been around for years. However it seems like the indicidual doctors have looked to sports more as a way to more directly reach the consumer on their own. Maybe its the affordability of space, the need for individuals to stand out more as the competition for the health dollar gets more competitive or media and brands looking to create more one on one contact between a fan base that needs to exercise and is more health conscious these days, but the doctor as brand is on the rise, especially on the recreational side. Some examples include the Florida Panthers afternoon game sponsored by dentist Dr. Larry Kawa, a new “X-Ray Vision” column in the New York Daily News by two prominent New York sports doctors, and a new website with expert information directed to the active recreational athlete, Sportsmd.com.. In each case the doctor, not the health care group or his own group, is stepping out on his or her own as the expert, and marketing to the sports fan directly. It is not unlike other professions which work direct to consumer through sports, and could be a new larger revenue stream for teams and brands as they look for new money away from the traditional advertiser.
Some other good reads…Debbie Spander has a really good read in the Sports Business Journal on how newspapers can re-invent and grow…The Washington Post's Sally Jenkins’ had a very thoughtful post-inauguration look at President Obama and the road ahead…Brandweek has a look at the building of the economical SnapFitness Centers…and MSNBC breaks down the Top ten Super Bowl ads of all-time..
