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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In the March 2014 edition of Strategic Health Care Marketing, SPM co-owner and managing partner Patti Winegar was featured as an expert on the centralization of marketing in healthcare systems–and the importance of this type of strategy. Read the highlights from the article.
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After spending 8 years at a Washington D.C. hospital, and then coming to SPM, Senior Account Manager Cori Ahrens brought with her invaluable insight into the stresses of being a hospital marketing director. Here, she has assembled a list of 10 things, in no particular order, that kept her up at night during her time as marketing director.
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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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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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