Teeing Off with the Masters: Lessons for Brands Inspired by Golf’s Biggest Event 

Executive Summary 

Highly encouraged to read this in Jim Nantz voice  

Hello friends. Consider a brand. Picture an experience. The Masters, one of the world’s most esteemed sporting events. It’s a hole-in-one blend of tradition, fan engagement, and technological innovation. This globally recognized brand, characterized by its iconic green jacket ceremony and blooming azaleas, offers more than just golf; it presents a wealth of lessons for marketers. By emulating the Masters’ approach, we can take a swing at establishing a unique brand identity, enhancing patient and healthcare professional engagement, and leverage technology to improve access to information and resources. 

A POV Unlike Any Other 

At CMI, we do not shy away from drawing inspiration from unexpected places as it is an important aspect of problem-solving. Amidst the beauty and excitement of the Masters Tournament at the magnificent Augusta National Golf Club, the lessons the healthcare industry could learn from the Masters are clear as day. It is not just about golf; It is about creating lasting impact, evoking emotions that make you feel alive and hopeful – sentiments we strive to replicate in the brands we promote. The magnified beauty while walking the 18-hole terrains and taking breaks to inhale Pimento Cheese and Egg Salad sandwiches for short breaks, allowed our team to really see where worlds can collide and learn from each other.  

So … what can be learned from the Masters? Make the turn at Amen Corner and further exploration will ensue. 

A Masterclass in Strategy (no pun intended) 

If you are a sports fan, you understand the significance of what this tournament symbolizes in the history of golf. Some might argue it is more significant than the Super Bowl (bias). While the Super Bowl is a platform for brands to flourish and reach the masses, the Masters is the polar opposite. It focuses on itself, its own brand and identity. It truly is a unique annual event that continues to display its brilliance. Every aspect of the tournament exemplifies excellence in various areas, from tradition and innovation to sustainability. By mimicking these aspects, healthcare marketers can devise engaging and effective marketing strategies that resonate with patients and healthcare professionals. The importance of data-driven decision making, collaboration, partnerships, and storytelling can deepen emotional connections with the audience. 

To highlight its excellence, here are a few of many areas the Masters excels in: 

• Hype: The tournament only takes place once a year, and fans eagerly await the chance to see their favorite golfers compete on one of the most iconic courses in the world. This creates a sense of excitement and anticipation that lasts for months leading up to the event. 
• Storytelling: The rich history of the tournament is filled with stories that can be passed on across generations. Each year brings a new story to tell, while also mixing with the past that has generated respect from many fans. 
• User Experience: With its live streaming options and interactive app, the Masters allows fans to feel like they are part of the action even if they are not physically present. From real-time scoring updates to interactive course maps, the Masters app provides fans with all the information they need to stay engaged and informed. 
• Hospitality: The Masters goes above and beyond to ensure that every fan feels valued and appreciated. From the friendly and helpful staff to the luxurious amenities provided to patrons, the Masters prioritizes hospitality and customer service at its core. 
• Innovation: While it is steeped in tradition, the tournament has embraced recent technologies and innovations to enhance the fan experience. From the use of drones to capture aerial footage of the course, to the development of a virtual reality app, they have shown a willingness to embrace innovative ideas and technologies. 
• Community: Before it was a buzzword, the Masters has created a full community among sports enthusiasts that extends beyond the typical golf fanatic. Whether it is through the shared experience of watching the tournament or the camaraderie among patrons at Augusta National, they have created a sense of belonging among its fans. 

• Content Creation: A mix of live social posting during the tournament to behind-the-scenes videos and interviews, the Masters uses social media to provide fans with a more immersive and interactive experience. And the quality of the content is described as “chef’s kiss”.  
• Data into Practice: The use of data analytics to gain insights into fan behavior and preferences helps them to make informed decisions about everything from ticket pricing, merchandising, player statistics, to marketing campaigns. 

Climbing the Leaderboard: Translating Lessons into Action 

With its iconic traditions and innovative strategies, the Masters offers a blueprint for success that can be applied far beyond the greens of Augusta National. Here is how we can translate their approach into action and adapt their strategies to enhance our patient and HCP marketing efforts: 

• Generate Anticipation: What makes brands stand out is the buildup before it arrives. This is something the Masters does extraordinarily well throughout the year by creating excitement leading up to the event week. Brands can emulate this by crafting campaigns that build anticipation around upcoming events or product launches, creating a sense of urgency and generating buzz among patient populations and specialties. 
• Be Unique: Craft a strong identity and develop a recognizable brand that resonates with patients and HCPs, that builds on trust and loyalty. Be more than just what a campaign is. Let the brand live and breathe it across the media mix and where it touches the lives that need it the most.  
• Ensure a Seamless Experience: By leveraging modern technologies and data analytics to improve patient outcomes, brands can stay ahead of the curve and provide better care and services to their patients.  
• Create Compelling Content Across Channels: Do not just promote and leave it from there. Patients and HCPs want more than just a “Learn More” campaign. The Masters does an excellent job of engaging their audiences with a variety of formats across social media platforms. Brands can mirror this approach by offering valuable content and building stronger relationships to increase engagement.  
• Engage with the Community: By providing a platform for patients and HCPs to connect and share their experiences, brands can create a sense of belonging and support that can be incredibly valuable for audiences. 
• Tell Authentic Stories: Every disease state speaks for itself. The power of stories from patients and HCPs can be leveraged by brands to create powerful and emotional connections across audiences. 
• Offer Exceptional Service: At the end of the day, it is always about the patient’s experience. By providing a welcoming and comfortable environment, offering personalized care that meets their unique needs, and ensuring prompt and courteous communication, brands can create a sense of hospitality and customer service that sets them apart from competitors.  

The Masters provides a playbook for creating an impactful brand identity. It offers more than just a sporting spectacle; it provides a roadmap to creating an impactful brand identity that resonates with audiences and delivers results. By incorporating elements of tradition, excellence, innovation, and sustainability, brands can devise engaging and effective strategies for patient and HCP marketing. The importance of data-driven decision making, collaboration, community outreach, and storytelling further enriches these strategies that not only connect with patients and healthcare professionals, but also aids them in achieving their objectives. So, to that … let us tee off on this journey together inspired by the greatest sporting event, driven by innovation, focused on making a lasting impact, and creating brands unlike any other.