Big Names Get Big Results
For better or worse, when celebrities talk the world listens. In the case of Major League Baseball player Tommy Pham, it’s most certainly for the better.
For the last several years, Tommy Pham has leveraged his status as a professional athlete to serve as an ambassador for the National Keratoconus Foundation and publicly share his personal experience with keratoconus, a progressive eye disease that causes deformation in the cornea. A2E Communications Group worked with Pham in 2019 as a guest speaker for eyecare industry events, and since then he has continued to promote keratoconus awareness as his story was covered by mainstream publications as varied as Bleacher Report, Tampa Bay Times, San Diego Tribune, CBS Sports and MLB.com.
A2E Founder Mark Khan with MLB Pro Tommy Pham at a keratoconous event in 2019.
Through honesty and humility, high-profile names like Pham can bring much-needed attention to specific health issues and treatments. Actor Ken Jeong has followed a similar path after years of struggling with dry eye disease, and both celebrities publicly endorse regular eye exams while encouraging people to take note of changes in their vision, even if they seem minor.
The value of celebrity partners can be immense, and we’ve identified three factors that help maximize audience engagement and message effectiveness.
The Value of a Great Story
According to modern neuroscience, simple messages such as a grocery list or bullet points activate only two language-processing regions of the brain, while stories featuring vivid descriptions and captivating details can activate regions related to physical experiences that create deeper connections and memories. Pham’s story is an excellent example of the latter. In 2008, after reaching baseball’s minor leagues, Pham was diagnosed with a progressive disease that could significantly impact his career but is generally treatable.
After a long journey and many consultations, he received cutting-edge surgery in 2016 that he says changed his life. While he continues to try new treatments such as experimenting with a variety of contact lenses, Pham has triumphed over the disease, improved his performance and become a well-known MLB player. The combination of struggle and success, straight from the source, is exactly what audiences want to hear.
In a Clickbait Culture, Authenticity is Key
It’s crucial that any health-related messages from celebrities or public figures be interpreted as sincere and authentic, whether the messages are delivered in an advertisement or a news interview. As such, real-life patients are always going to instill more confidence than paid actors, so it’s critical that medical companies work with representatives who can speak from direct experience.
Tommy Pham’s experience with keratoconus is a true story of succeeding through perseverance and medical science, so people listen when he talks. He’s not just a spokesperson like some athletes are for fast food chains – he’s a customer; a patient; a person whose life was demonstrably improved by specific medical interventions. That makes him a valuable asset in the fight to provide better vision care and normalize conversations around eyesight.
Big Names Get Big Results
According to experts featured in USA Today, when a brand or product receives a celebrity endorsement, it can expect an average four percent increase in sales. While that’s a nice boost, we believe the impact of celebrity statements can actually be more valuable in the medical industry, as they can immediately and greatly reduce the stigma of having a disease and seeking treatment. When people recognize their heroes and idols are still human and struggle with the same physical ailments they do, it shows there is no shame in admitting when something is wrong and working to find effective treatments.
To learn how celebrity endorsements or partnerships can raise awareness for your brand, product or initiative, send us a message at team@a2ecomms.com.