| 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. You’ll also get the best thinking of more than 30 noted
health care executives and consultants.
You’ll learn why certain brand positions
work, have the opportunity to take a quick positioning test, and get
insight on winning over employees and physicians.
There’s more. Confused about what media
to use in launching a branding campaign? You’ll receive full details
plus recommendations on each medium. There’s also coverage of return on
investment – including the details of how one system marketer has
quelled her organization’s naysayers by building a bulletproof case.
You’ll find examples from organizations
large and small: rehabilitation centers, psychiatric facilities, academic
medical centers, children’s 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.
Don’t expect a treatise on classical
branding, states author Susan Solomon, who points out that such books can
be found everywhere. "It’s not about anything your Marketing 101
professor ever told you. It’s not about slapping a logo or billboard
here and there. It’s not even business-to-consumer or
business-to-business. It’s 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 ClickZ.com, Strategic Health Care Marketing, and eHealthcare
Strategy & Trends.
Table of Contents
The Promise of Branding
Finding Your Brand Position
Internal Branding
Physicians and Branding
The Rehabilitation Hospital and Branding
Branding and the Psychiatric Hospital
The Academic Medical Center and Branding
The Children’s Hospital and Branding
Branding the Small Hospital
Building Your Brand Through Various Media
In Search of ROI
Baptist Health Care’s Focus: Customer
Service
Children’s Medical Center Dallas
Envisions a Brand for the Future
M.D. Anderson: Getting More Mileage From
an Established Brand
Sentara Healthcare: Branding on Excellence
MemorialCare Medical Centers: Branding
Doctors and Hospitals
Christus Health Creates a New Culture Out
of Two
Scott & White Gives Targeted Audience
a Face
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. |
