Hospitals

A Krispy Kreme medical clinic? It makes total sense (actually it does not)

Healthcare dignity for sale.

This is a real headline from a real press release from a real healthcare organization: “Krispy Kreme Challenge announces renaming of UNC Children’s clinic.”

It costs $2 million for Krispy Kreme to get its name on a healthcare building. That money is raised by people entering a race in which entrants run 2.5 miles to a Krispy Kreme, eat a dozen donuts and then run back.

The irony, branding juxtaposition, marketing fail and dignity stripped from a healthcare organization is just thrown in as a bonus.

This is a real quote from the real press release from a real healthcare organization:

“We cannot imagine a more impactful or promising way to support the community around us than by strengthening our partnership with UNC Children’s. Collaboration between our organizations has already changed, and will continue to change, the lives of patients and families throughout North Carolina.”

This is the quote I would have like to have seen.

“Krispy Kreme has been helping send more people to hospitals faster for years. Maybe making its snacks healthier would be best for the community? Maybe it would have made sense to name the building after the student organization that manages the race? But, with this approach, Krispy Kreme penetrates the youth market and gets even more children into health centers on a more frequent basis. It’s a win-win.”

The wellness era continues.

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