Michael LaPorta is President of Playbook for Health, the US agency that sits on the healthcare side of the table when hospital groups, insurers and health tech companies partner with sports teams. He and James have known each other since a hostel in Guatemala fifteen years ago, and this conversation picks up from where they met again at HLTH Europe in Amsterdam.
Mike explains what these partnerships actually look like once you get past the logo on the shirt. Playbook set up prostate cancer screening booths at Major League Baseball games, where men turned up beer in hand and a handful walked away with an elevated PSA and a follow-up appointment. He talks through the USD 35 million raised for paediatric cancer research with Hackensack University Medical Center, the New York Giants and Eli Manning. He describes American sports teams turning into property companies, and the medical campus Dignity Health is planning on the 260 acres the Arizona Cardinals took over in North Phoenix.
James pushes on what any of this means for the UK, where hospital brands have had little reason to market to patients because patients have had little choice. Mike's read is that Britain is roughly where the US was fourteen years ago, and that the purest version of these partnerships, community screening rather than signage, is the one that travels. His closing advice is to stop assuming a sports partnership only leads back to sports medicine.
Michael LaPorta on LinkedIn: https://www.linkedin.com/in/michael-laporta-1967438/
Playbook for Health: https://www.playbookforhealth.com/
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