Constructing a Better Brand

De Vries, Kathleen; McKeever, John
December 2008
Marketing Health Services;Winter2008, Vol. 28 Issue 4, p15
Academic Journal
This article describes strategies for improving the branding of health care organizations. Marketing research strategies useful in understanding the public perception of a hospital's strengths are noted. The role of an established brand identity in faciliatating effective communication regarding the nature and effectiveness of medical care provided by different institutions is explored. The importance of engaging executive support in leading employees through the rebranding process is emphasized. The importance of branding efforts is framed in terms of changing the outlook of a medical organization by renewing its customer focus.


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