I’m here for…
Healthcare Revenue Consulting · Since 2003
Your hospital is sitting
on untapped millions.
Large health systems are leaving enormous non-organic revenue on the table. Mainsail Group - strategic partners of Vizient and Premier - unlocks it through beverage deals, brand partnerships, and a risk-free approach that never diverts your leadership team from patient care.
The Challenge & The Solution
Health systems need new revenue
that doesn't create new risk.
Every CFO and CEO we speak to is searching for the same thing: innovative, non-organic revenue that flows straight to the bottom line - without adding headcount, risk, or operational burden.
The Challenge
Health systems are seeking new, innovative, non-organic revenue streams that can:
- Maximize existing assets
- Capitalize on their customer marketplace reach
- Improve customer and team member satisfaction
- Strengthen the brand
At the same time, these solutions should not:
- Divert management or team members from their core responsibilities
- Involve an investment that poses a risk disproportionate to the potential return
The Solution
The healthcare sector presents a largely untapped opportunity for sponsorships. Our partnership programs have consistently delivered results across various industries and businesses, proving effective across multiple B2C brands.
For over 20 years, members of Mainsail's team have been quietly and successfully providing revenue and savings services to health systems as dedicated strategic advisors - with expertise no generalist firm can match.
We implement growth strategies using a "crawl, walk, run" approach - ensuring a gradual, risk-free rollout across your business.
The Untapped Opportunity
Your supply chain captures savings.
Your audience can capture revenue.
Most health systems are expert at one side of the commercial equation: using purchasing scale to negotiate better prices on goods and services. That’s smart. But there’s a second lever almost no health system has pulled - and it starts with understanding that your facilities generate a valuable audience every single day.
What is audience monetization - and how does it work?
Outside of healthcare, this concept is well understood. A stadium fills with fans. Brands pay for access to those fans - through signage, product placement, naming rights, and official partnerships. The stadium generates revenue not just from ticket sales, but from the audience itself.
Your health system operates the same way. Every day, tens of thousands of patients, visitors, and staff move through your facilities. They see signage. They eat in your cafeteria. They use your vending machines. They trust your brand. That audience has commercial value - value that consumer brands who want to reach them are willing to pay for. The difference is: stadiums have entire departments dedicated to selling that value. Most health systems have never tried.
A simple example to illustrate how sponsorship works
University of Kansas Jayhawks
Adidas apparel partnership
$14M/year
Adidas pays $14M annually so their shoes and apparel appear on KU athletes - people the public watches and admires. The logic is straightforward: association with a trusted, visible group builds brand value. That’s what sponsorship is.
Your Health System’s Nursing Staff
Comfort & footwear partnership
Untapped value
Nurses and physicians are on their feet for 12-hour shifts. They are trusted by 84-85% of the public¹ - more than any athlete. A brand that genuinely supports them earns authentic association with the most credible professionals in America, while generating new recurring revenue for your health system.
Supply chain leverage gets you a better price. Audience leverage gets you a new revenue stream. Both are forms of purchasing power - one is the power to buy, the other is the power to be bought by brands who need what you have. Most health systems have only ever used one of them.
Now consider the scale
Through sports, brands pay millions
for crowds this size. You have one every day.
Once you see audience as a monetizable asset, the size of yours becomes extraordinary. The numbers below are not hypothetical.
By the numbers: HCA Healthcare, 2024
The world’s largest hospital operator, used here to illustrate what the math looks like at scale. Every major IDN has its own version of this story.
Sources: HCA Healthcare 2025 Impact Report (patient encounters: ~44M; colleagues: ~316,000; 5-day work week calculation); Statista (NFL 2024 regular season: 18.6M); InsideHoops (NBA 2024-25 regular season: 22.2M)
NFL + NBA Combined
40.9M
annual attendees (2024-25 seasons)
The most-coveted sports marketing audiences in the world. Brands spend billions to reach them.
Sources: Statista (NFL); InsideHoops (NBA)
A Single Large Health System (HCA)
126.2M
annual impressions (2024)
44M patient encounters + 316,000 colleagues × 260 working days. 3.1× the NFL and NBA combined.
Real-World Comparison
UW Badgers vs. UW Health
The University of Wisconsin Badgers - with declining attendance averaging 7,556 per hockey game³ - renewed their Pepsi pouring rights deal for 5 years at $350,000+ per year.²
UW Health, just down the road, cares for over 700,000 patients per year⁴ with 1,800+ employees - roughly 90× the Badgers’ audience. Yet for years, the sports team had the deal and the health system had none.
That gap is where Mainsail works.
The Bigger Picture
Audience is a metric.
Yours is enormous.
Your supply chain team already understands leveraging scale. Audience monetization is the same discipline applied to a different asset - one your organization has been building for decades without capturing its commercial value.
Mainsail exists to help you start capturing it - on your terms, in your environment, with brands that belong there.
A hospital is not a stadium. We never forget that.
Patients are in your facilities at some of the most vulnerable moments of their lives. Staff are there to care for them. We are acutely aware of that reality - and it shapes every decision we make about which brands belong in healthcare environments and which do not.
Mainsail is extraordinarily selective. Every partnership must make the experience meaningfully better for patients, visitors, or staff. Revenue is not enough. If a brand can’t demonstrate a genuine benefit to the people in your building, we don’t bring them to the table - regardless of what they’re willing to pay. This is the standard that makes your health system comfortable saying yes, and the standard that makes Mainsail different from every other commercial intermediary in this space.
1 Gallup Honesty & Ethics Survey, 2024 - news.gallup.com (Nurses #1 most trusted profession; 84% "very high/high")
2 UW Athletics / Adidas partnership value - kuathletics.com
3 UW Badger hockey attendance figures - HockeyDB.com, 2022-23 season
4 UW Health patient volume - uwhealth.org
“We are very selective about which brands get access to healthcare environments. The standard isn’t just commercial fit - it’s whether the brand makes the experience better for the people in that building. That’s a standard most sponsorship deals never ask. We ask it every time.”
- Ronn Hollis, MMHC · Mainsail Group Founder
Our Solutions
We know how to find the
revenue others miss.
Beverage Deals
Your beverage contract is worth more than you think. We manage the entire process - from RFP design to negotiation to activation - ensuring maximum value while your team stays focused on patient care.
Mainsail’s executives have been structuring and managing beverage deals for health systems longer than any other firm in the country - bringing unmatched benchmarking data, vendor relationships, and negotiating expertise directly to your side of the table.
- Competitive RFP design & management
- Vendor selection & negotiation
- Contract value optimization
- Ongoing transition & account support
Brand Deals
We apply proven sports marketing strategy to healthcare - identifying B2C brands that benefit from reaching your captive audience, then structuring partnerships that generate new non-dues revenue.
- Brand partner identification & outreach
- Sponsorship structuring & negotiation
- Patient & staff experience integration
- Revenue activation & ongoing support
Sports Sponsorship & Strategy
Your health system is paying millions to be the Official Healthcare Provider for a pro or college team - with no expert representation at the table. We audit what you're spending, maximize every activation asset, and ensure the deal actually delivers for your organization.
- Contract audit & competitive benchmarking
- Renewal & renegotiation strategy
- Activation asset maximization
- ROI measurement & reporting framework
New Service - Official Healthcare Provider Consulting
Your health system is paying
millions with no one
in your corner.
Health systems across the country are writing seven-figure checks to be the Official Healthcare Provider for NFL, NHL, NBA, MLB, MLS, and college programs. These deals can be powerful brand-building tools - but almost no hospital has anyone in-house who knows how to negotiate them, structure the assets, or measure the ROI. Teams have entire sponsorship departments working against you. You have no one.
Until now.
What health systems are getting wrong
- Overpaying with no benchmarks. Most health systems have no idea what comparable deals cost. Teams exploit that gap at every renewal.
- Leaving activation assets unused. The sponsorship package includes signage, digital, hospitality, co-branded content, player appearances, and community events - most hospitals use fewer than half of what they're paying for.
- No strategic alignment. Deals are often signed by marketing or communications teams without C-suite strategic framing, so the investment never gets tied to patient acquisition, physician recruitment, or employer contracting ROI.
- Automatic renewals at escalating rates. Without expert guidance, health systems routinely auto-renew at 5-10% annual increases - compounding overpayment year over year.
What Mainsail brings to the table
- 50+ combined years of sports deal experience. Our executives have negotiated and managed sports sponsorships at the PGA TOUR and Nashville Predators, among others. We know exactly how teams structure deals to favor themselves.
- 10+ years directly managing health system - sports team contracts. We've sat at both sides of the NHL and NFL negotiating table. We know the playbook teams use and how to counter it.
- Market intelligence nobody else has. We know what health systems in comparable markets are paying, what assets they're receiving, and where the gaps are. That benchmarking is your leverage.
- We maximize what you're already paying for. Before you even consider the next deal, we audit your current contract to recover the value you've already purchased but aren't using.
Members of Mainsail’s team worked directly for these organizations
Former PGA TOUR Staff
Mainsail team members served directly at the PGA TOUR, negotiating and managing sponsorship agreements between tour properties and corporate partners at the highest level of professional sports.
Former Nashville Predators Staff
Mainsail team members worked inside the Nashville Predators organization, directly developing and managing the healthcare partnership program - building the exact type of deal your health system is being asked to sign.
The teams you partner with have professional negotiators. Do you?
Mainsail's executives have negotiated these contracts from the inside - at the PGA TOUR, Nashville Predators, and across the NFL and NHL. Engage us as your strategic advisor and bring that expertise to your side of the table.
This is what a well-structured health system sports sponsorship looks like. Is your organization getting this kind of brand exposure - and is it worth what you’re paying for it?
Revenue Opportunities in Your Facilities
Three categories.
Proven demand.
Untapped in most health systems.
Beverage Deals
Pepsi · Coca-Cola · and others
Your cafeterias, vending areas, and break rooms serve hundreds of thousands of captive consumers every day. A well-structured pouring rights deal can generate hundreds of thousands of dollars - and in some cases, millions - in new recurring revenue annually. Most health systems have never had expert representation at the negotiating table. Mainsail changes that.
Mainsail’s executives have been structuring and managing beverage deals for health systems longer than any other firm in the country - bringing unmatched benchmarking data, vendor relationships, and negotiating expertise directly to your side of the table.
- Competitive RFP structuring & vendor negotiation
- Benchmarked against comparable health system deals
- Ongoing contract activation & account support
Apparel & Footwear
Nike · Hoka · Brooks · On Cloud · and others
Your nursing and clinical staff are on their feet for 12-hour shifts. They earn significantly above the national median income, they are highly brand-conscious, and they are trusted by 84-85% of the public. A brand that genuinely supports them - through a staff partnership program - earns authentic endorsement from the most credible professionals in America, while generating new revenue for your health system.
- Staff uniform & footwear partnership programs
- RN average salary: $94,480 - 13% above national median
- ~4 million RNs nationwide - on their feet every shift
Patient Entertainment
Netflix · Apple TV+ · Spotify · and others
The average U.S. hospital stay is 5.5 days - 132 hours of time when patients are anxious, bored, and highly receptive to comfort. Entertainment brands can provide genuine value: complimentary streaming during the stay, custom healing playlists, mood-matched content before procedures. Research shows music and positive emotion reduce pain by up to 27% and accelerate recovery. The brand that made your stay better is one you remember.
- In-room streaming trial with discharge discount offer
- Spotify “Healing Playlist” custom survey experience
- 27% pain reduction from music therapy (IJEM, 2025)
Client Results
Don't take our
word for it.
Mainsail is an excellent beverage pouring rights partner. From the beginning, Ronn and his team patiently educated our company on the beverage business and best practices for healthcare. The due diligence and RFP process was smooth due to Mainsail's expertise - we were able to maximize the value of the contract in a way that would only have been possible because Ronn took the time to get to know us and the communities we serve.
I expected once the contract was in place to see Mainsail step back. I am pleased to say that has not been the case at all. Ronn has had involvement with every meeting. When I call or email, he responds. His timely response continues to be an invaluable key to our success.
I’m here for…
For Consumer Brands · Healthcare Partnership Specialists
Reach an audience
bigger than the NFL.
Healthcare is the most undervalued sponsorship environment in America. Mainsail Group - strategic partners of Vizient and Premier - gives consumer brands direct access to 126 million annual impressions across the nation's largest health systems.
Why Healthcare?
The audience sports brands pay
billions for - largely untouched.
Healthcare facilities generate extraordinary audience exposure with one critical difference from sports venues: almost no brand competition. Your message isn't fighting for attention - it's the only one in the room.
NFL + NBA Combined
40.9M
annual attendees (2024-25)
Brands compete fiercely for this audience. Stadium naming rights alone cost $10M-$30M per year. Every inch of real estate is sold.
U.S. Healthcare Facilities
126.2M
annual impressions (HCA alone, 2024)
Extended dwell time. High-trust environment. Captive, diverse audience. Almost zero brand competition.
Captive, Extended Audience
Patients average hours per visit. Staff spend full working days on-site. Compare that to a 3-hour game where fans leave at halftime. Healthcare dwell time is unmatched.
The Trust Halo Effect
84-85% of Americans say they trust doctors and nurses completely. When your brand is associated with their health system, you inherit that trust - a benefit no stadium deal can offer.
Real Engagement, Not Just Impressions
Cafeteria product placement. Staff uniform partnerships. Digital signage in waiting rooms. Branded patient comfort kits. Healthcare offers real, multi-touch engagement across the entire visit.
Mutual Value Creation
The best healthcare partnerships don't just generate impressions - they fund patient and staff experience improvements that matter. Your investment directly improves lives, creating authentic brand stories.
A sampling of companies and verticals ripe for opportunity in healthcare
Why Mainsail?
We speak both languages.
Fluently.
Most brands can't get a meeting with a health system's C-suite. Mainsail has the relationships, the credibility, and the track record to open those doors - and structure deals that work for both sides.
GPO Network Access
Through our strategic partnerships with Vizient and Premier - the two largest GPOs in America - Mainsail has direct relationships with thousands of health systems representing more than 60% of U.S. hospital beds.
33 Years of Relationships
Ronn Hollis has 33+ years at the intersection of sports marketing and healthcare. He knows what brands want, what hospitals need, and how to structure agreements that create genuine value for both parties.
Proven Across B2C Categories
From beverage giants to footwear brands to tech companies, Mainsail's partnership model has proven effective across multiple B2C categories. We've structured deals that generate both brand lift and real revenue.
End-to-End Execution
We don't just introduce brands to hospitals. We structure the partnership, negotiate the terms, manage the rollout, and remain involved throughout - ensuring the relationship delivers on its promise to both sides.
Before You Go Further
Ask yourself one question
before anything else.
The Question
“Does my product or service make the experience meaningfully better for the patients, visitors, or staff who encounter it - or does it simply ask for their attention?”
Why It Matters
Healthcare is not a billboard. The people in these spaces are patients who are anxious, tired, or in pain. Staff who are focused and on their feet for 12-hour shifts. Families who are worried about someone they love. A brand that simply wants to be “seen” by this audience has misunderstood the opportunity entirely.
The brands that succeed in healthcare environments are the ones that earn their presence by making something genuinely better - a more comfortable waiting room, a better beverage option in the cafeteria, footwear that keeps nurses from burning out, technology that improves patient monitoring, a product that new parents are grateful to receive at the most emotional moment of their lives.
That’s not a harder bar to clear. It’s a more profitable one. When your brand is the one that made something better, you don’t just get an impression - you get loyalty, trust, and word-of-mouth from the most credible professionals and the most grateful patients in America.
Run your product or service through these prompts. If you can answer yes to even one of them, there’s a healthcare partnership worth exploring.
Does my product improve patient comfort or dignity during a difficult experience?
Could my product support, recognize, or reward the healthcare staff who recommend or use it?
Would my product feel appropriate and welcome in a space where people are at their most vulnerable?
Does my product serve a genuine need that already exists in these environments - rather than creating one?
Can my brand association with a health system create a story worth telling - beyond just being seen?
Does my product have the potential to generate recurring revenue for the health system, not just visibility for me?
If that triggered something, let’s talk. Mainsail will tell you honestly whether your product belongs in healthcare and how to get there - or whether it doesn’t and why.
Start the ConversationThe Healthcare Opportunity - By Category
Every major B2C category
has a natural home in healthcare.
We've structured deals across categories that most brands never thought to explore. Here's how the math works for each.
Beverages
Pepsi · Coca-Cola
Health system cafeterias, vending areas, and break rooms serve hundreds of thousands of captive consumers daily. A single large IDN can outperform an entire college conference in pouring rights value. We've proven it: a typical UW-level sports contract pays $350K/year - while the affiliated health system serves 10× the audience for a fraction of the deal value.
Baby & Family Care
Pampers · Huggies
HCA alone delivered over 200,000 babies in 2024. Maternity wards and NICUs are extraordinarily high-emotion, high-trust brand touchpoints. A new parent receiving a branded comfort kit during one of the most significant moments of their life creates brand loyalty that no TV ad can replicate. Nurses and maternity staff who use and recommend products are the most trusted endorsers in consumer goods.
Apparel & Footwear
Nike · Hoka · Brooks · On Cloud
Nurses and physicians are on their feet for 12-hour shifts, often covering 5-8 miles per day on hard floors. They are high earners, deeply brand-conscious about what works - and trusted unconditionally by patients and families watching their every recommendation. A shoe or apparel brand that earns the genuine endorsement of healthcare staff gains the most credible product advocates in consumer goods.
Annual income: Healthcare staff vs. U.S. national median
Sources: U.S. Census Bureau 2024; BLS OES 2024; Fierce Healthcare 2024
Patient Entertainment & Wellness
Netflix · Apple TV+ · Prime Video · Spotify
The average U.S. hospital stay is 5.5 days. That’s 132 hours of captive time for a patient who is anxious, bored, and looking for comfort. Entertainment brands have an extraordinary opportunity here - not just for passive exposure, but for genuine value creation that earns lasting loyalty.
Netflix / Apple TV+ / Prime Video
Partner with health systems to provide complimentary in-room streaming during the stay. Use average patient stay data to trial their full service at no cost - then offer a personalized discount code upon discharge. The patient leaves with a positive memory of their brand at one of the most emotionally charged moments of their life.
Spotify
Create a “Healing Playlist” experience: a short survey helps patients select music for calm, comfort, or motivation during their stay. The playlist follows them home at discharge, along with a Spotify Premium trial. The data from patient music preferences also creates a proprietary health & wellness dataset for Spotify.
Apple TV+ (Mood-Matched Content)
Curate uplifting, feel-good movies for pre-procedure and recovery patients. Happiness isn’t just comfort - it’s clinical. Positive emotional states trigger dopamine and serotonin release, which reduce perceived pain, lower cortisol, and measurably support recovery outcomes. Apple TV+ becomes the brand that helped you feel better.
The science is clear: music and positive emotion accelerate healing.
- Music therapy reduced patient pain scores by 27% and anxiety by 30% vs. standard care alone, with statistically significant results (p<0.002). Int’l Journal of Emergency Medicine, 2025
- Music stimulates endorphin and dopamine release, reducing heart rate, blood pressure, and cortisol - the same pathways targeted by pain medications. JMIR mHealth, 2024
- Positive emotions and happiness lower inflammation, strengthen immune response, and are associated with shorter hospital stays and better recovery outcomes. Apollo Homecare
How It Works
From first conversation
to active partnership.
Discovery
We start by understanding your brand's goals, target demographics, and ideal healthcare footprint. Which patient populations matter to you? What behaviors do you want to drive? We map your objectives to the right health system audiences.
Identification
We identify the specific health systems and facility types that align with your target audience. Drawing on 20+ years of direct relationships across the healthcare landscape, we match your brand to the right environments - where the partnership feels natural and adds genuine value. No GPO membership required on either side.
Structuring
We negotiate and structure the partnership from both sides - advocating for your brand while meeting the health system's requirement that solutions improve patient experience and don't create operational burden.
Activation
We oversee the rollout and remain actively involved post-launch. Our "crawl, walk, run" model ensures each phase of the partnership performs before scaling. You get real engagement data - not just impressions.
Strategic Partnerships - 2026
Now partnered with the two
largest GPOs in America.
Mainsail Group has established strategic partnerships with both Vizient and Premier - the two largest group purchasing organizations in U.S. healthcare. Together, these GPOs represent more than 60% of all staffed hospital beds in the country.
The nation's largest member-driven healthcare performance improvement company. Vizient provides analytics, advisory services, and one of the most comprehensive GPO networks in the industry.
A leading healthcare improvement company uniting thousands of U.S. hospitals and health systems. Premier's integrated data, analytics, and supply chain solutions serve the majority of the nation's providers.
If your health system is a Vizient or Premier member, you already have a pathway to Mainsail's revenue solutions - at no additional risk to your organization.
Whether or not your health system partners are part of the Vizient or Premier network, Mainsail can open the door. Our relationships across the healthcare landscape run far deeper than any single GPO.
Schedule a C-Suite Briefing Explore Brand PartnershipsAbout Mainsail
33 years in sports & healthcare.
One powerful idea.
Ronn Hollis founded Mainsail Group after 33+ years working at the intersection of sports marketing and healthcare. He saw an obvious truth the industry had missed: hospitals have larger, more captive audiences than professional sports teams - and face zero competition for sponsorship dollars.
Mainsail operates as a focused strategic advisory firm - purpose-built at the intersection of healthcare and commercial partnerships, with the rigor and reach to move markets. We bridge the gap between consumer brands seeking high-trust, high-reach audiences and health systems ready to unlock new non-organic revenue streams.
Ready to find your hospital's hidden revenue?
Ready to reach healthcare's untapped audience?
Our strategic advisory engagements begin with a focused executive briefing. We bring the market intelligence, benchmarking data, and strategic framework. You bring your goals.
We work with CMOs and brand strategists at leading consumer companies to identify, structure, and activate healthcare partnerships that move the needle - across a network of 6,000+ hospitals through Vizient and Premier.
Request an Executive Briefing Schedule a Strategy Session Email Ronn DirectlyGet in Touch
Let's talk about
your revenue potential.
Whether you're a C-suite leader at a large health system looking to unlock new non-organic revenue, or a brand interested in reaching a massive, high-trust audience - our team is ready for the conversation.
Whether you're a CMO looking to reach healthcare's massive captive audience, or a brand strategist ready to explore a new sponsorship category - Mainsail is your starting point.
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