Constructing a Better Healthcare Brand
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 plan or initiative; rather, they are establishing a different way of thinking about the organization and demonstrating marketing’s role in fueling growth.
Like building a new home, early actions in building buy-in, educations and communicating successes will make or break the entire effort. Choices about participants, scope and communication about the purpose and progress of the process dictate whether brand management becomes a source of alignment or a symbol of failure. Therefore, we have outlined key questions to ask when embarking on any permanent change.