CareFusion uses jazz for brand awareness

SAN DIEGO: CareFusion, a medical technology company that plans to spin off from Cardinal Health in September, is using jazz festival sponsorships to raise awareness about its brand with the hospital C-suite.

SAN DIEGO: CareFusion, a medical technology company that plans to spin off from Cardinal Health in September, is using jazz festival sponsorships to raise awareness about its brand with the hospital C-suite.

The San Diego-based company, now a Cardinal Health business unit, produces products and services to help hospitals reduce errors and hospital-acquired infections.

“We were looking for a way to really accelerate awareness of this new company with our hospital customers,” said Jim Mazzola, SVP of communications for CareFusion. “We wanted to do it in a way that had a very efficient spend.”

CareFusion is sponsoring jazz festivals in six targeted markets, including three regions in the US, as well as Paris and Sydney, and has plans to broadcast the live shows in patients' hospital rooms. The company also said that festival profits will be given to nonprofit organizations that work to improve patient safety through its Rhythm of Care program.

“We considered a launch theme around music because there's a pretty clear connection between music and medicine in a few different ways,” noted Mazzola. “Music and the arts are of very high interest to C-suite decision makers in hospitals.”

The campaign included the launch of a microsite and a Twitter page. Media outreach is focused on the national healthcare and business trade outlets, as well as the lifestyle and arts reporters at mainstream news publications.

Mazzola declined to say which firms the company was working with although he confirmed that CareFusion was working with Coltrin & Associates for business press outreach for the launch.

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