Healthcare systems must arm their leaders with the story of their organization. Your narrative should always point to the organization’s goals while also bringing its people forward into the...
We help organizations understand key drivers for effective healthcare brand management. The most trusted healthcare brands aren’t built by creative logos or clever taglines. Patients and referring physicians move toward brands they find trustworthy; brands that convey a promise they understand and value. A trusted brand is one that all of your customers – patients, referring physicians, employees and donors – will enthusiastically recommend to others.
Using our Brand Trust model, healthcare organizations have assessed, repositioned and strengthened their health brands. Growing market share, introduced a new brand or avoiding confusion for newly merged entities, our professionals are versed in research-based strategies to achieve your objectives.
Our Brand Trust model is built upon the empirical observation that familiarly is a key driver of brand equity while decision factors and differentiation establish brands. However, it is also customer experience and trust (as measured by likelihood to recommend) create brand equity.
Healthcare Brand Trust
Our Brand Trust model examines the central elements to creating a sustainable competitive advantage.
To build brand equity, customers must not only know you but place you into a category of service. We call this Brand Familiarity which goes beyond just name recall, but a clear association with particular clinical services.
Once familiarity is attained, customers develop the competitive set, normally on the basis of rational components. These would include clinical service excellence, convenience of location, and even out of pocket expenses.
From there, the competitive set is established, and there are emotional elements from which customers advance their decision making process. These elements are typically associations made with the brand. For example, the level of sophistication, approachability, and robustness.
Among those who have had experience with the brand, we examine elements of satisfaction among both patients and family members. These might include scheduling, inpatient stays, outpatient visits and readiness for at-home care.
Finally, our method explores the extent to which, based on perceptions or experience, the degree to which your target audiences would be willing to recommend your brand to others. Our belief is that this presents one of the highest levels of advocacy – putting their personal brand at risk for recommending you.
Healthcare systems must arm their leaders with the story of their organization. Your narrative should always point to the organization’s goals while also bringing its people forward into the...
Building an authentic voice to create a community of customers.
See how your healthcare MarCom budget stacks up to other industries. This easy to use PDF shows your MarCom budget as a percentage of revenue - and how that stacks up compared to other...
A structural change has been taking place in American Nursing for some time now. With all these changes, it seems inevitable that nursing is restructuring, and hospitals need to rethink their business models to match the trajectory. At Endeavor,...
Charged with taking action on hospital rankings? This presentation highlights some of the things we've learned over the years to maximize your efforts in building better outcomes, resulting in...
The alignment of Brand, Operations, and Culture is key to delivering the ideal experience. We have the creative firepower to take you all the way – from understanding what moments will...
You only have one chance to make a great first impression with new audiences; how can you make sure you hit it out of the park? Endeavor Management believes that there is a strategic advantage in...
Looking for healthcare MarCom Benchmarking statistics? Want to compare your budgets with those peers of your choosing? Look no further - the By the Numbers: MarCom benchmarking program was...
The fast-changing landscape of the pandemic has taught us that people want options, and if offered multiple ways to meet their needs, they will remain loyal to your brand.
Our expectations when it comes to healthcare are evolving to match experiences in other sectors of life like retail, streaming services, and entertainment. No longer satisfied with the hospital...
As people have had more exposure to innovative brands and companies in other areas of their lives, they have begun to expect similar standards of ease, access, customer experience, and choice in...
Staying competitive in today’s healthcare environment requires that leaders re-think how their organizations engage patients. Patients, especially younger segments, expect a multi-touchpoint...
Peter Miller and John McKeever share how the Marketing and Communications Benchmarking program can advance your marketing strategy.
This walk through provides a step by step guide to how to enter and review your data in the dashboard.
Barbara Stewart with Endeavor Management interviews Fernando Gutierrez , Chief Executive Officer of Tachyus , who share s his insight s on leading cultural change at Tachyus . from...
Healthcare organizations who need to think differently about their digital strategy are stepping outside the industry and tapping into experiences that are leaps beyond healthcare. Get your...
If you're looking to become or remain the chosen provider, Endeavor Healthcare has a 50 year track of record of using the Voice of the Customer to align marketing, operations and culture in unique...
Unlike most highly visible touchpoints that take weeks to plan, produce, and deploy, this commercial needed to be created and implemented within a week. To make this happen, Endeavor facilitated an agile, teamwork-centered approach in...
Our process and key tools to start your transformation - Envisioning Your Future - how to translate the vision into employee communications
The new era of healthcare consumerism is upon us. This video shares how we help organizations get started with healthcare consumer journey mapping.
Meeting the needs of empowered consumers demands authentically engaging with customers in new ways.
The experience provided represents some of the best opportunities to create patient loyalty and motivate patients to share positive stories with others.
The role of consumerism in healthcare is making an impact with every interaction, in every phase of the journey.
Learn strategies and best practices to engage physicians in individual brand-building, which is critical for growing volumes and reputation.
Re-configuring services line location is a growing need among most integrated delivery systems. Through this illustrative case study, we will explore how...
Tired of having to defend your healthcare marketing budget? Through this annual benchmarking program, healthcare marketers are able to build CFO-worthy business cases and justify their spend.
Our approach to patient volume modeling provides insight for strategic decision making for marketing and operations. Using this tool, clients are able to understand their individual and comparative performance to prescribe the marketing and able...
In this presentation, we review our approach to patient volume modeling for strategic decision making for marketing and operations. Endeavor's digital tool assembles, models and predicts the impact...
How do you allocate resources for Government and Community Relations? How do you compare to your peers? How can you build the case for more resources? This landmark benchmarking study, brought to...
In this presentation, Gelb and Emory share how they utilized a grateful patient donation to greatly improve patient enchantment.
Gathering meaningful data for strategic decision making can be cost-effective when sharing the results. We review 3 syndicated data products for healthcare marketing and physician relationship...
It's OK for Marketers to Say No Here's How When did we start defining strategy based on the loudest voices? For many marketers, this has been happening since the first marketing dollars were fought for – and has continued since....
Want to be able to truly see the relationship between your marketing activities and outcomes? Do you often find it necessary to spent countless hours creating data visualization when there must be...
Getting Simplified with Brand Architecture Maintaining a portfolio of brands is one of the toughest things for a marketing group – managing diverse styles, colors that don’t match, and graphics...
Leveraging our history of over 60 years in marketing research, we have created technology-enabled tools to help capture the voice of the market, customer and employee.
Understand how best to optimize your marketing, communications and PR efforts. Our dashboard will integrate disparate sources to ensure you have the data to connect the dots.
Women have been dominating healthcare decision-making in their families for decades. The United States Department of Labor estimates that women make about 80% of healthcare decisions for their...
In today’s competitive and changing healthcare landscape, effective marketing and strategic planning requires customer insight as a foundation. In our work with healthcare marketers across the...
One of the most commonly asked questions by clients during a market research study is, "What sample size do we need for results to be significant?" The answer is that meaningful results can be...
Are you Curious… our latest industry survey shows the key experience and marketing management tools used / not used by nationally leading organizations.Click here for the infographic on this...
Customers make purchase decisions by their perception of product quality versus price. Learn the key questions and tools needed to define their perceptions using our whitepaper: Customer Value...
Endeavor's Marketing360 Dashboard provides real-time insights to associate marketing efforts with revenue and other strategic objectives. Marketing360 can integrate yours and external data sources....
This paper is intended to arm the marketing executive with a perspective on how to review common rankings systems to develop appropriate plans with senior executives. We have organized this into...
Successful branding efforts have one thing in common: They are transformed from a short-term project into a long-term discipline. Successful healthcare organizations are looking beyond an annual...
Examples of how to give marketing a seat at the table in patient experience discussions with this presentation with MD Anderson and Vanderbilt.
In the era of health reform and ongoing financial challenges, marketing teams face increased demands to demonstrate results from their expenditures. Though the debate continues as to the validity of different evaluation models, the method used by...
Presented at the Forum for Healthcare Strategists, this presentation covers how to use market research to measure campaign effectiveness. We focus on the role of marketing, demonstrating...
This presentation features a case study of Froedtert Health on the topic of sustainable brand building. Through multiple mergers and continued evolution, executives were able to evaluate the...
Presented at the Children's Hospital Association Annual Conference in 2104. Features a case study from Texas Children's Hospital on the topic of aligning and refining their brand to reflect their...
This is a presentation developed in conjunction with MD Anderson Cancer Center that was delivered at SHSMD's annual conference in 2011. Using a case study, we explain how to use experience...
A message map has the unique advantage of visually representing your key messages in a concise format. Thus, it can be used quickly and is easily understood to create alignment and put effectively...
Gelb Consulting's depth and breadth in healthcare marketing research is extensive. Included in this fact sheet are some highlights of our capabilities.
Hospitals and healthcare systems struggle with how to leverage social media for real return on investment. In many healthcare organizations today, ownership of social media is dispersed across...
Advertisements can be pretested at several points in the creative development process. This Gelb Consulting report examines some of the common methods used in pretesting research.
Brand architecture aligns with how customers make buying decisions, so this is a strategic imperative for marketers. As organizations grow, branding gets complicated. New product lines,...
Whether you are involved in marketing service lines, elective procedures or your brand- the ability to capture leads and manage their experience is essential to building the pipeline and meeting...
Gelb Consulting presents 6 ways for healthcare marketers to take advantage of social media for revenue growth.
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