Marketing Deal Has Patients Asking, 'Who's the Doctor Here?'

Marianne Aiello, for HealthLeaders Media , February 19, 2014

If he were to tape a video spot for them today, Upstate would not be allowed identify Boeheim as Syracuse's basketball coach. He cannot wear any University apparel or even hold a basketball with the team's orange logo.


"In the past we had videoed at [Syracuse's] Manley Field House," Melanie Rich, Upstate's former director of marketing, told a local media outlet. "After the contract [between IMG and Crouse] we had to shoot in a studio."

Lack of Recognition
As you'd expect, Upstate marketing leaders are not pleased. Nor were they informed by Syracuse or Crouse of the deal before it was signed. "We were not asked or included in any of those discussions," John McCabe, MD, Upstate's CEO, is quoted as saying in the Syracuse Post-Standard article.

For its part, Crouse, which has not released what the deal cost, says it's simply a part of their marketing plan. (Hundreds of thousands of dollars a year for the deal is a safe bet.)

"One of our strategic focus areas is the development of our sports medicine program," said Bob Allen, a vice president for Crouse told the Post-Standard.

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1 comments on "Marketing Deal Has Patients Asking, 'Who's the Doctor Here?'"

Elizabeth Corcoran (2/19/2014 at 2:15 PM)
As a former risk manager, I would imagine that if a patient were treated in the first aid tent and something went awry, Crouse could inadvertently be brought into the lawsuit because the patient would believe she was being treated by a caregiver from Crouse (Mduba v. Benedictine Hospital).




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