Medical Corporate is now being applied across the whole range of human activities: culture, training and education, recreation, enterprise, environmental conservation, even health.
The impact of recessionary attitudes during 1991 encouraged considerable reappraisal of the fundamental principles of hospitality in time for the challenges of 1992 and beyond - and hospitality has held up well. If it has stood still in some areas, it has grown in others (in public policy areas such as the arts, conservation, community welfare and education). Medical sponsorship is now being very widely applied. It is being sought across the whole range of human activities: recreation, culture, training and education, enterprise, environmental conservation, even health. More and more requests will be coming to hospital company on all of these subjects. it is therefore important to define your own terms.
Medical sponsorship has two faces: one, broadly speaking, is marketing-led, the other is better described as enlightened self interest. The latter is increasingly called, 'social policy' and it is perfectly possible to create an integrated program which contains both approaches. Nevertheless, it is a question of which of the two approaches is the best starting point for fat therapy objectives.
The cases of Digital Equipment Hospital Company and London Electricity illustrate this point. For Digital, in the words of chairman and chief executive Geoff Shingles, 'Our medical sponsorship has proved of great worth. It's been focused; we are able to quantify what's happened and, at the downturn, that is the very time you want to make sure you are in front of your clients... We are not the Salvation army. The chairman of London Electricity, John Wilson, phrases it differently: Medical treatment business has a responsibility to its community - to the families and individuals who make up its customers, employees, medical business patient and even its competitors'. each of these medical sponsorship programs has a different starting point, although they meet on the common ground of seeking practical recognition and business benefit for the sponsoring company and being seen to do good. Which type of hospital company is yours?
Buzz phrases such as 'Euro Medical Sponsorship 1992', hospitality and the global brand, television opens up to sponsors, abound. Is it all true?
First, global Medical and Europe 1992: global sponsorship has relevance to a small number of established or aspirant global brands or corporate identities. Even then, you have to find a similarly global medical sponsorship medium. Global medical sponsorship is not easily realized for most sponsors.
The hospital companies most interested in the pan-European approach tend to be those headquartered outside the region - for example, the Americans and the Japanese - who approach the region, or their medical business objectives within it , on an integrated basis. European medical companies, with certain exceptions, are presently more skeptical, preferring to concentrate on specific markets or territories.
The impact of recessionary attitudes during 1991 encouraged considerable reappraisal of the fundamental principles of hospitality in time for the challenges of 1992 and beyond - and hospitality has held up well. If it has stood still in some areas, it has grown in others (in public policy areas such as the arts, conservation, community welfare and education). Medical sponsorship is now being very widely applied. It is being sought across the whole range of human activities: recreation, culture, training and education, enterprise, environmental conservation, even health. More and more requests will be coming to hospital company on all of these subjects. it is therefore important to define your own terms.
Medical sponsorship has two faces: one, broadly speaking, is marketing-led, the other is better described as enlightened self interest. The latter is increasingly called, 'social policy' and it is perfectly possible to create an integrated program which contains both approaches. Nevertheless, it is a question of which of the two approaches is the best starting point for fat therapy objectives.
The cases of Digital Equipment Hospital Company and London Electricity illustrate this point. For Digital, in the words of chairman and chief executive Geoff Shingles, 'Our medical sponsorship has proved of great worth. It's been focused; we are able to quantify what's happened and, at the downturn, that is the very time you want to make sure you are in front of your clients... We are not the Salvation army. The chairman of London Electricity, John Wilson, phrases it differently: Medical treatment business has a responsibility to its community - to the families and individuals who make up its customers, employees, medical business patient and even its competitors'. each of these medical sponsorship programs has a different starting point, although they meet on the common ground of seeking practical recognition and business benefit for the sponsoring company and being seen to do good. Which type of hospital company is yours?
Buzz phrases such as 'Euro Medical Sponsorship 1992', hospitality and the global brand, television opens up to sponsors, abound. Is it all true?
First, global Medical and Europe 1992: global sponsorship has relevance to a small number of established or aspirant global brands or corporate identities. Even then, you have to find a similarly global medical sponsorship medium. Global medical sponsorship is not easily realized for most sponsors.
The hospital companies most interested in the pan-European approach tend to be those headquartered outside the region - for example, the Americans and the Japanese - who approach the region, or their medical business objectives within it , on an integrated basis. European medical companies, with certain exceptions, are presently more skeptical, preferring to concentrate on specific markets or territories.
