Earlier this Summer, I came across news that Greenway Medical Technologies – a developer of electronic health records (EHRs) and practice management and interoperability healthcare IT solutions located just outside of Atlanta – had taken to endorsing pro golfer Jason Dufner. It came as no surprise to me that a healthcare IT company was seeking to increase its profile among the general public. There has been a noticeable shift in increasing the public’s awareness of the impact of healthcare IT solutions on the patient care they will one day inevitably receive. It’s been a smart move on the part of providers and vendors alike to acquaint people with the technology that our government has spent so much time and energy on promoting. I was surprised, however, that Greenway Medical had chosen the celebrity endorsement route. (Golf wasn’t surprising, though. Greenway Medical’s CEO goes by the name of Tee Green.) How much increased visibility, not to mention interest, could a spokesperson bring while swinging a club on the fairway?
His first sponsorship outing at the British Open garnered little fanfare, as Dufner didn’t advance very far. Greenway Medical’s luck changed, however, as Dufner’s skill – and Tiger Woods’ ultimate absence – led him to place second at the PGA Championship last week. Held in Atlanta, the event offered a good excuse for my some of my colleagues at Billian’s HealthDATA, Porter Research and HITR.com to take a field trip to the Atlanta Athletic Club, where I suspect much of the local healthcare industry put in appearances over the tournament’s several days.
I’d have to agree with the Steve Campbell at EMRDailyNews.com, who offered congratulations to Dufner in a recent post “for a wonderful performance at the PGA and to whoever at Greenway made the decision to sponsor Mr. Dufner. The return on investment for that sponsorship just turned very positive.”
I’d also have to agree with one of the post’s commentators that “[r]egardless of his finish, Dufner and Greenway’s [credibility] rocketed this weekend with all of the primetime PGA coverage. Hours of it. And both Dufner and Greenway are classy and humble, in victory and defeat. Bottom line: EHR industry was another winner this weekend simply based on these associations.”
Perhaps Greg Fulton, Public and Media Relations Manager at Greenway Medical, puts it best: “Our main motivation was we felt it was time to continue to bring recognition to the entire health IT industry, now that initiatives like meaningful use are proving to be successful, and we have industry partners who have had good experiences being involved with the PGA TOUR.
“With Jason, we felt like we were partnering with a person first, a golfer second. He really does believe in the goals of innovative and sustainable care coordination that EHRs and healthcare IT can bring. He set up a foundation in his home state of Alabama following the tornado damage there to help people needing ongoing health services, for example.”
When I asked if Greenway Medical would consider entering into other celebrity endorsement deals sometime in the near future, Fulton explained the company’s celebrity strategy a bit further: “At HIMSS10 [in Atlanta], we did have Atlanta radio station deejay Melissa Carter, then of Q100, speak at a Greenway reception to her definite need for EHR data exchange and automated referrals, because she is a kidney transplant patient who needs that constant care coordination. And that’s what would make sense for what type, you ask, of celebrity or sports partnerships to undertake – ones that have a foundation in or can bring industry recognition and tell the story of the advancement of healthcare.”
Is it any wonder that Greenway Medical just announced its customers have secured more than $1 million in Meaningful Use incentives? How many more providers – many of whom are, it’s safe to say, avid golfers – are now aware of the company and will soon look into its products?
I’ll be interested to see what sort of healthcare IT celebrity endorsement pops up next, and where. NASCAR seems a likely candidate. I wonder if Danica Patrick has a coordinated care story to tell?