I produced a live Ask Me Anything event with Tom Kruse, SVP/CSO at Virginia Mason Franciscan Health & CommonSpirit PNW Division, and Mike Marvin, Vice President, Strategic Development at Healthgrades. During this session, Tom and Mike discussed how health systems can activate and optimize sports and community partnerships to support their strategy.

Tom shared valuable insights gained through years of successful activations with the Seattle Seahawks, Mariners, and Kraken, and reviewed:

• The unique “Transfer of Trust” and consumer confidence that health systems gain with sports sponsorships
• The pros and cons of becoming part of the larger public conversation
• VMFH’s data-driven approach to linking sponsorship dollars to patient choice and demonstrating ROI

---

Objective

Healthgrades hosted this webinar to position our client as a subject matter expert and provide added value for our B2B audience of health systems marketers and advertising decision-makers.

---

My Role

---

Process & Solution

• I collaborated closely Mike Marvin during the content planning process to ensure a well-prepared, engaging event.
• By limiting our panel to one subject matter expert and one host, we were able to explore each topic more thoroughly and field a greater number of attendee questions.
• After the webinar wrapped, panelist Tom Kruse commented on the conversational, collegial tone of the event and the ease of participation.
• We promoted the event on Healthgrades’ LinkedIn and Twitter channels—and via an Eloqua drip campaign and our email newsletter.
• The webinar was made available on-demand after the live event concluded.

---

Email Marketing

Promotional emails were sent ahead of the Ask Me Anything, and we continued to promote the webinar with “in case you missed it” messaging after the live event concluded.

---

Paid Social

Our team tested

As a result of this webinar, we decided to forgo all pre-event paid social media promotion for future webinars and panels.

---

Webinar Production

---

Results 

For reporting purposes, I removed contacts from Healthgrades and CommonSpirit from the registration list. We had 122 registrants and an excellent show rate—far exceeding the industry benchmark.

• Registrants: 122
• Live Attendance: 57
• Registrant Show Rate: 47%
• Industry Benchmark for Show Rate: 35%

Attendee interest in the content presented was high, as evidenced by the lively Q&A and the attendee stick rates over the course of the hour-long event:

• 81% of attendees watched 50% or more
• 72% of attendees watched 75% or more
• 63% of attendees watched 90% or more

Attendees represented organizations such as Harvard Children’s, Houston Methodist, Nebraska Ortho, and BJC Healthcare.

Key insights, video clips, paid social promotion, and emails generated additional views and lead-gen form fills after the live event concluded.

While our primary objective was thought leadership, this event also supported lead generation efforts. Members of our sales team were able to start productive conversations with prospects at high-caliber health systems, resulting in one sale for our Hospital Quality division!