Strengthen Your Brand Internally To Build Resonance Externally
Does your brand fully resonate with your employees? If the answer is “no,” and your mission and goals aren’t connecting internally, it’s important to invest time and resources to capture and distill market research data to create a unified vision. Then you’ve got a brand to promote externally.
Look at Spectrum Healthcare Partners, a physician-owned multispecialty system in Maine, which recently recognized internal confusion over its brand image and had to come up with a way to address the problem and get everyone on the same page. Spectrum turned to data to convince its leadership and owners to abandon a variety of individual brands and instead embrace a single common vision.
This approach, although still in its early days, seems to be highly effective in helping to strengthen the system’s reach—not only internally but also within its target communities.
Over the course of Spectrum Healthcare Partners’ 20-plus-year history, the organization has grown through a series of mergers with physician specialty groups. As Spectrum has continued to expand, the physician groups coming on board have traditionally maintained their own identities, with physician owners making decisions for the system based on their own practice’s circumstances. As a result, the Spectrum Healthcare Partners brand has been quite diffused.
Having so many identities has also been confusing for physician groups within the system, since until recently, many of them didn’t have a clear picture of how the system as a whole worked together, according to Kelly David, director of marketing and public relations for Spectrum Healthcare Partners.
To learn how Spectrum is systematically remedying this problem from the inside out, read the full story now:
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