“Health care is changing—and so are health care brand campaigns,” says Daniel P. Stevens. “Building a strong health care brand in an environment that is undergoing drastic change is challenging: the switch from fee for service to value-based care; the emergence of accountable care organizations; the consolidation of hospitals—the list goes on. Sure, these shifts Read More
// By Daniel P. Stevens, DMD, PhD, MBA // Health care is changing—and so are health care brand campaigns. Building a strong health care brand in an environment that is undergoing drastic change is challenging: the switch from fee for service to value-based care; the emergence of accountable care organizations; the consolidation of hospitals—the list Read More
// By Stacy Beers and Claire Hovis // When a new brand takes hold as intended, one tough job is over—but another has already begun. How soon is too soon to change gears from brand establishment to a new phase of promotion? Will new messages come across as mixed messages and muddy the clear impression Read More
// By Lisa Ellis // “I have breast cancer. I need a mastectomy. Possibly more. I found out earlier today, and my mind is still reeling …” These words are from the journal of a 38-year-old woman named Megan, who lives in Lawrence, Kansas, and recently went through a roller coaster of emotions after being diagnosed with Read More
by Ansuya Bijur In a memorable scene in the best-selling novel Cutting for Stone, a doctor asks his medical students, “What treatment is offered by ear in an emergency?” One of the students replies, “Words of comfort, sir.” Most often, patients meet clinicians under extremely difficult circumstances. Typically clinicians treat a disease—what ails the body. Read More
by Jane Weber Brubaker A helicopter hovers over a concrete embankment, floodwaters rising rapidly around the target of the rescue operation, a black lab, alone and struggling to keep his head above water. “Does everyone matter?” asks the TV commercial. The chopper drops a line and a rescue worker lifts the dog to safety. “Yes” Read More
by Deborah Borfitz Since 1992, 170 acute care hospitals have undergone rigorous evaluation and orientation exercises to become affiliated with the Planetree network. Thirty-eight facilities have attained formal Planetree designation, available since 2008, which requires passionate and systemwide support of the Planetree care model and holds hospitals to measurable standards for high-quality, compassionate care. The Read More