Brand Management

Market Research and Engagement Through an Online Community Panel

Michele von Dambrowski

by Michele von Dambrowski “We had relatively low patient engagement … outside of the clinic setting,” says Mark Rothwell, vice president of marketing and communications for Dean Clinic, giving one reason why the 107-year-old Madison, WI, organization began an online patient community. Patient engagement, in­cluding a two-way dialogue, is critical to Dean Clinic’s brand value, Read More

What’s in a Name? Rebranding Ties Health System Together

by Sheryl S. Jackson The simultaneous unveiling of exterior signs on eight hospitals across the 29-county area signified the launch of “Vidant Health” as the new name of the health system previously known as University Health Systems of Eastern Carolina. But the name change was just an outward symbol of the rebranding process that began Read More

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