I recently ran a road race sponsored by a local hospital. The organization is small and I hadn't noticed them sponsoring any events in the past, so it was nice to see them taking a positive step in the direction of community engagement.
The hospital, however, made some rookie mistakes in the lead-up to the event and on race day by missing opportunities to promote positive brand awareness.
It did not disseminate health information to participants before the event, nor did it have a large brand presence on the day, other than a few small signs and their logo on participant T-shirts.
Since sponsorship often comes with a cost, it's critical that hospital marketers take advantage of all possibilities that effectively communicate an organization's brand and mission.
I've been following three hospitals that have done sponsorship right.