A 2023 Pew Research survey found that more than a third of Americans say they follow or pay attention to sports teams, leagues, or favorite athletes at least semi-closely. In a new report, CMI Media Group says that the level of enthusiasm presents a wealth of new marketing opportunities for the pharmaceutical industry.
According to the company’s proprietary 2024 Media Vitals research, two in three patients/caregivers regularly engage in sports content, with 72% of healthcare professionals saying they regularly follow at least one sport or league, Ad Age reported.
“Not only are sports fans a captive audience, but they’re a loyal and growing one,” the report says. “Athletes themselves are natural advocates for health and proactive health practices, but just like any other demographic, many athletes have personal backstories or causes that predispose them to promote certain treatments or prescription drugs. And who is a better spokesperson for health and wellness than a professional athlete?”
CMI says a sports partnership doesn’t have to be high-end or big budget — there are many partnership opportunities at a lower point of entry in terms of investment.
“Considering the reputation boost that the pharma industry gained following the COVID-19 pandemic, it’s a smart, strategic time to align pharmaceuticals with fan-favorite athletes,” CMI Media Group says. “Pharma brands want to be associated with health and vitality, and that really hits at the nexus of sporting as well. Celebrating the human body, being healthy and pushing the limits of what humans can achieve is, at their core, what both pharmaceutical research and athletics are each about.”
For the pharmaceutical industry, its advertising efforts present a chance to heighten awareness of its products and services before a large, devoted block of consumers. A report by MAGNA and Deep Intent, released in October and titled “Beyond the Prescription,” shows that 63% of patients surveyed report learning about new medications through pharma ads, with similar results among younger respondents — 61% of Gen Z, and 62% of Millennials.
Additionally, more than half (55%) credit pharma ads with helping them discover new health conditions, while 62% say they would have missed out on learning about a condition affecting them, or someone close, if not for the ads. Likewise, 54% feel pharma ads have helped them better manage existing health conditions, and 61% say their overall understanding of their condition would be less comprehensive without these ads.