Healthcare & PharmaAffidea × Chloe Watkins — Diagnostics & Injury-Care Ambassador
Affidea partnered with Olympian Chloe Watkins to build trust in diagnostic imaging and ExpressCare through an authentic athlete ambassador campaign focused on injury recovery.
Overview
The campaign
Affidea partnered with Sport Endorse to increase awareness of its MRI diagnostic services and ExpressCare walk-in injury clinics by collaborating with Irish Olympian Chloe Watkins. Sport Endorse sourced, negotiated and managed the ambassador partnership through its digital platform, enabling Affidea to deliver an authentic healthcare campaign built on trust, credibility and real sporting experience.
The challenge
Affidea wanted to strengthen public awareness of two core healthcare services: its nationwide MRI diagnostic network and its ExpressCare walk-in clinics for minor injuries. Rather than relying on traditional healthcare advertising, the business sought a credible ambassador who genuinely understood the importance of rapid diagnosis, injury management and returning safely to sport.
Finding an athlete with authentic experience of elite-level injury recovery, while also managing outreach, negotiations, contracts and campaign administration, can be a time-consuming process for marketing teams. Affidea required a trusted partner that could identify the right ambassador, streamline campaign management and ensure the partnership reflected both the brand's healthcare expertise and commitment to patient trust.
The Sport Endorse solution
Using the Sport Endorse platform, Affidea partnered with Irish international hockey player and Olympian Chloe Watkins, whose long international career made her an authentic advocate for injury diagnostics and rehabilitation.
Sport Endorse managed the ambassador sourcing process, athlete engagement and commercial agreement, allowing Affidea to focus on campaign activation. The partnership extended beyond a traditional endorsement, developing into an ongoing content programme that included educational articles, podcast appearances, social media content and patient experience storytelling.
The campaign positioned Chloe as both an elite athlete and a relatable voice, helping Affidea communicate the importance of early diagnosis, MRI access and fast treatment through ExpressCare clinics.
Athlete fit
Chloe Watkins was a natural fit for Affidea's brand positioning.
As one of Ireland's most accomplished hockey internationals, World Cup silver medallist and Olympian, Chloe has experienced the realities of elite sport, including injury prevention, rehabilitation and the importance of accurate medical diagnosis.
Her personal experience gave credibility to Affidea's messaging around MRI diagnostics and rapid injury assessment, making the campaign educational rather than promotional. The partnership also reinforced Affidea's commitment to supporting active lifestyles across elite athletes, grassroots sport and everyday patients seeking fast access to healthcare services.
Deliverables
- Elite athlete ambassador sourced and contracted through Sport Endorse.
- Commercial negotiations managed on behalf of both parties.
- Ambassador rights secured for multi-channel marketing activity.
- Brand ambassador launch campaign.
- Website feature articles and educational healthcare content.
- Athlete testimonial promoting MRI diagnostics and injury recovery.
- ExpressCare patient experience content.
- Podcast interviews discussing injury management and athlete wellbeing.
- Social media content supporting campaign activity.
- Health and fitness educational content for ongoing audience engagement.
- Long-term ambassador partnership supporting sustained brand awareness.
- The Trusted Quote
- "I am delighted for the opportunity to work with Affidea as their ExpressCare service is excellent. As an international hockey player I am acutely aware of the need for accurate diagnostics to help with injury recovery, and Affidea can help people get injuries attended too rapidly."
- Chloe Watkins | International Hockey Player
- "Working with Declan and the team at Sport Endorse has been an absolute pleasure. They have a clear understanding of our business and how to match a suitable Ambassador to fit our brand. They are forthcoming with advice and suggestions to help you maximise your agreement with your chosen athlete. I would highly recommend them!"
- Muireann Feirteir | Head of Business Development & Marketing
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