(10/2022) The sponsorship focus of medical technology companies is primarily on the area of education with project funding at universities and for "professionals". A study has now analyzed a total of 422 sponsorship projects from ten manufacturers of medical devices. Educational projects are the most important with around two-thirds, followed by social and cultural projects. Sports and environmental projects are funded much less frequently: only 30 of the projects recorded for the "Study Sponsoring Medical Technology 2022" over a period of twelve months fall into these two sectors.
The manufacturers are involved in educational projects with a total of 171 projects, primarily at universities. There will be e.g. B. Distributing awards and prizes, promoting studies and scholarship programs, supporting festivals and competitions. This is followed by the Professionals category with around 70 projects, including the sponsoring of training courses, congresses and symposiums. It's all about long-term commitments: In 67 percent of the projects, the commitment is permanent; only about every 14th person receives one-off support.
Broad PR measuresThe atmosphere and spirit of a sponsoring event are visualized and presented in a way that is effective for the public by means of photos and videos. 90 percent of relevant social media posts contain photos, some are enriched with videos. In addition to the more than 80 postings, 58 press releases within one year testify to the social commitment of the ten companies. Conversely, this means that only about every seventh project is communicated by press release.
Across all analyzed communication measures, Fresenius, Karl Storz and Zeiss Meditec have the highest shares. Together, the three companies account for 80 percent of the communication measures. A mention on the website of the sponsoring recipient can be found within a range of 47 to 84 percent of the projects of the ten companies examined. This result indicates considerable communication potential.
According to the study, the ten providers of medical technology that are particularly active in sponsoring are: B. Braun/Aesculap, Biotronik, Dentsply Sirona, Dräger, Dürr Dental, Fresenius, Karl Storz, KLS Martin, Trumpf, Zeiss Meditec. On 182 pages, it provides an insight into the areas of education, culture, social affairs, sport and the environment.
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