TITLE

Constructing a Better Brand

AUTHOR(S)
De Vries, Kathleen; McKeever, John
PUB. DATE
December 2008
SOURCE
Marketing Health Services;Winter2008, Vol. 28 Issue 4, p15
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
35775030

 

Related Articles

  • DETERMINANTS OF INTERNAL BRANDING FOR CUSTOMER-ORIENTATION. SIMI, JASMINE // International Journal of Research in Commerce, IT & Management;May2014, Vol. 4 Issue 5, p33 

    In the world of changing market dynamics, there is a significant need to study the strategies that can build and sustain an organization. Brand of an organization is no more a differentiating tool but a powerful tool to connect the organization with customers. Customer-orientation is a new set...

  • HATCHING A NEW IDENTITY. Maas, Pamela; Martin, Elizabeth // Marketing Health Services;Spring2009, Vol. 29 Issue 1, p8 

    This article discusses the development of a marketing research and brand awareness building strategy by Aspirus, a community-directed health system in Wisconsin and the Upper Peninsula of Michigan. The lack of consumer awareness that this hospital was differentiable from other community...

  • D.A.R.E. to Be Your Own 'Brand'.  // Vision Monday;9/9/2013, Vol. 27 Issue 10, p6 

    The article presents the author's insights on branding in healthcare system.

  • A new era of brand engagement.  // Marketing Health Services;Spring2010, Vol. 30 Issue 2, p3 

    The article presents a list of rules and guidelines for brand engagement such as focusing on the vision, mission and values, educating prospective brand advocates to convince them for what reinforces their personal sense of the organization's brand, and fostering dialogue.

  • The classification of customer- and brand-oriented marketing capabilities. BUTTENBERG, KATHARINA // Transnational Marketing Journal;May2015, Vol. 3 Issue 1, p26 

    According to the Resource-Based Theory of the Firm, companies need to acquire and develop a unique set of resources and capabilities to gain a competitive advantage in the market. In the last decade, a number of studies have focused on marketing capabilities. However, there has been no clear...

  • Vantage Point. Marta, Amy // Medical Marketing & Media;Jun2011, Vol. 46 Issue 6, p26 

    The article offers the author's insights on the need of health care companies to develop an inherent process that would translate market research data into customer insights in order to maximize the value of the market researches.

  • "Build It and They Will Come" versus Common Sense Market Research.  // Debt Cubed;Nov/Dec2008, Vol. 23 Issue 6, p18 

    The article focuses on the difference between creating a product or service based on market needs and using common sense market research to develop a product or service. It stresses the need for companies to understand and use market research to understand the fundamental differences between a...

  • Making Connections. Dunlop, Dan; Herman, Suzanne // Marketing Health Services;Fall2007, Vol. 27 Issue 3, p38 

    The article focuses on branding and service-line marketing in the healthcare industry. Particular attention is given to how the University of North Carolina (UNC) Health Care department adapted its marketing program to meet the changing needs of the institution. The author argues that UNC...

  • True Alignment. Papke, Edgar // True Alignment;4/26/2014, p1 

    To successfully understand and create alignment in today’s evolving global marketplace, leaders need a systemic structure to guide their efforts. In True Alignment, Edgar Papke argues that the four-part framework of the “Business Code” offers leaders the necessary approach to...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics