TITLE

HATCHING A NEW IDENTITY

AUTHOR(S)
Maas, Pamela; Martin, Elizabeth
PUB. DATE
March 2009
SOURCE
Marketing Health Services;Spring2009, Vol. 29 Issue 1, p8
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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 hospitals is addressed. The health plan developed a consumer centered marketing campaign that they expected to increase awareness of their brand. The development of a reputation for Aspirus that focused on their customer service skills and commitment to excellence is described
ACCESSION #
36517741

 

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