Hospitals must master the patient experience along the entire consumer journey—from awareness and consideration even before someone has a healthcare need all the way through advocacy and what happens after someone has left your hospital. To do so, we should think retail.
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An athlete could be just what your healthcare brand needs to outrun the competition. Make sure you follow these best practices to ensure you choose the right person to connect with your audience and get the most out of your athlete endorsement.
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News of mergers and acquisitions continue to dominate headlines as hospitals and health systems react to the ACA to improve clinical quality, build integrated delivery systems that cover the entire continuum of care and lower overall cost. In the face of a merger or acquisition, every decision is critical to the success of the future organization.
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According to the 2014 Edelman Trust Barometer, an organization’s employees are the public’s most trusted source for information. The best organizations understand the value of their employees and inspire them to become brand ambassadors, so they, in turn, project a consistent image to the public that trusts them so much.
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To declare your major is to make a choice. For healthcare organizations, that means picking a brand strategy position and communicating that to consumers.
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Among all the priorities of a hospital/health system CEO navigating the new healthcare landscape, such as care redesign, new partnerships, new payment structures, changing organizational structures and more, brand stewardship is likely low on the list, if on it at all. But this is a dangerous mistake.
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A big question in 2014 is, "how will the Affordable Care Act impact patient choice?" Well, one thing is sure: Your brand will be even more important today for the success of tomorrow. That's why we've dubbed 2014 the "Brand" New Year!
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Last week, I addressed the growing trend of healthcare mergers and acquisitions and the implications for healthcare marketers. Any healthcare organization involved in a transformation must conduct robust brand planning, including answering these 10 questions.
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Healthcare organizations involved in transformations must conduct robust brand planning. They must have people who know how to lead through change.
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In this fast-paced, changing healthcare universe, hospitals are faced with a difficult branding challenge: Carefully transitioning their brand from one of “sickness” to “accountability." How will you keep your healthcare brand strategy healthy through the transition to accountable care?
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