Category: Branding

Ways to Engage and Keep Your Brand Relevant

If your aim is to build an engaging, relevant brand there is one thing you must avoid: complacency. Brands unwilling or hesitant to embrace change, innovation, or advancements in technology quickly become irrelevant. Do you remember Kodak? It was a very popular photography company that sold cameras and roll film. It was built on a […]

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7 Better-Branding Tips: Group Practice Differentiation

The only constant in today’s healthcare marketplace is rapid change. Competition is increasingly intense. Group practices are the product of mergers, rollups and acquisitions. And prospective patients are confused without a strong brand message. When dynamics scramble the consumer message, consider these branding tips to differentiate your group practice. One white coat looks the same as […]

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Healthcare Branding: Answering the All-Important “Why You” Question

The first lesson about healthcare branding has to do with setting expectations. All too often, the misguided concept of branding for a medical practice, hospital or individual provider is an overnight magic trick. The practical reality is that healthcare branding is a high-level and long-term marketing strategy. (Emphasis: long-term.) The principal investment is time—years, in fact—to […]

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Be Willing to Ignore Someone and Other Healthcare Branding Advice

Change can be hard to embrace. The nation’s healthcare delivery system—which has traditionally been slow to adjust—is experiencing unprecedented reform. And with it, one significant consequence is the need for healthcare branding, rebranding or a completely new approach. The Affordable Care Act and other social dynamics have changed the fundamentals of doing business. Maybe you are […]

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Your Brand Isn’t What You Say – It Is Who You Are.

[Series Installment] When you begin to develop marketing ideas for hospitals and healthcare providers, you bump into some apparent contradictions to be sorted out. There’s the business of consumerism, for example, where traditional patients have become (or are rapidly becoming) informed consumers, newly empowered to make their own health care buying decisions. The medical purchasing […]

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The Best Strategies in Healthcare Begin with Empathy [Podcast]

[Leadership Podcast Series] In this insightful and inspiring interview, Thomas H. Lee, MD, Chief Medical Officer of Press Ganey, and Stewart Gandolf, CEO of Healthcare Success, discuss An Epidemic of Empathy in Healthcare. In an increasingly consumer-driven health care environment, organizations must compete on delivering value for the patient. The traditional physician-centered world of health care delivery […]

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