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Building Powerful Health Care Brands
Building Powerful Health Care Brands
Building Powerful Health Care Brands
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Written by a seasoned health care marketing practitioner, this exclusive new report goes well beyond a discussion of names and logos to give you a real-world account of health care brand development. Youíll also get the best thinking of more than 30 noted health care executives and consultants.

Youíll learn why certain brand positions work, have the opportunity to take a quick positioning test, and get insight on winning over employees and physicians.

Thereís more. Confused about what media to use in launching a branding campaign? Youíll receive full details plus recommendations on each medium. Thereís also coverage of return on investment Ė including the details of how one system marketer has quelled her organizationís naysayers by building a bulletproof case.

Youíll find examples from organizations large and small: rehabilitation centers, psychiatric facilities, academic medical centers, childrenís hospitals, and integrated systems. Plus the challenges faced by various organizations in a special case study section.

An appendix includes a glossary of terms, a list of recommended books and Web sites, and a discussion of brand architecture, including examples from other industries.

Donít expect a treatise on classical branding, states author Susan Solomon, who points out that such books can be found everywhere. "Itís not about anything your Marketing 101 professor ever told you. Itís not about slapping a logo or billboard here and there. Itís not even business-to-consumer or business-to-business. Itís health care branding, an entirely different animal."

About the Author
Susan Solomon is vice president of marketing and corporate communications for MemorialCare Medical Centers, a five-hospital system in Southern California. She is also a faculty member at University of California, Irvine and Chapman University and a frequent contributor to, Strategic Health Care Marketing, and eHealthcare Strategy & Trends.

Table of Contents

  1. The Promise of Branding
  2. Finding Your Brand Position
  3. Internal Branding
  4. Physicians and Branding
  5. The Rehabilitation Hospital and Branding
  6. Branding and the Psychiatric Hospital
  7. The Academic Medical Center and Branding
  8. The Childrenís Hospital and Branding
  9. Branding the Small Hospital
  10. Building Your Brand Through Various Media
  11. In Search of ROI
  12. Baptist Health Careís Focus: Customer Service
  13. Childrenís Medical Center Dallas Envisions a Brand for the Future
  14. M.D. Anderson: Getting More Mileage From an Established Brand
  15. Sentara Healthcare: Branding on Excellence
  16. MemorialCare Medical Centers: Branding Doctors and Hospitals
  17. Christus Health Creates a New Culture Out of Two
  18. Scott & White Gives Targeted Audience a Face
  19. Health Care Branding Goes Out on a Limb

Appendix: Brand Architecture, Basic Terms, Recommended Reading, Branding Definitions

Plus branding definitions, quizzes, exercises, and much more.††

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