Brand Management

St. Vincent’s HealthCare Finds a New Prescription to Fortify Its Brand Image

by Peter Hochstein A few years ago, it became clear to the marketing people at St. Vincent’s HealthCare, a 903-bed, three-campus hospital system in Jacksonville, FL, that their institution’s brand image could do with some strengthening. Little wonder. The organization’s awareness and reputation was in fourth place compared with the competition. That competition, in a Read More

Digging Deep to Learn the ‘Why’ of Leakage

Nancy Vessell profile pic

by Nancy Vessell The key to spotting and stemming leakage of physician referrals at Texas Health Resources (THR) doesn’t hinge on expensive data collection. Certainly, data showing where patients are going in the large north Texas market is helpful to this health system of 25 hospitals and 5,500 affiliated physicians. But the data only serves Read More

It’s Time for Physicians to Own Their Brand

// By Ross K. Goldberg // As sure as Disney, Apple, and Coca-Cola have brand identities, so too does every physician in practice today. The difference is that many physicians don’t know it. Individually or in a group, all physicians have brands. Some have been deliberately developed with an eye on marketplace differentiation, attracting specific Read More

Fast Takes: News & Trend Lines, May 2014

Brands still struggle with Twitter as a marketing tool According to a survey conducted in March by Social Media Marketing University, 45 percent of brands re­port that measuring results and ascertaining an ROI is the biggest challenge when using Twitter for marketing. Other significant challenges are building an audience (42 percent), engagement (37 percent), learning Read More

Physician Onboarding: Four Steps in One Process

Nancy Vessell profile pic

by Nancy Vessell With 40 to 60 new physicians arriving every year to serve an eight-hospital system and its medical group, where 40 people are involved in physician recruitment, onboarding, orientation, and retention, the opportunity for “dropped balls” measures in the tons. That’s according to Jim Zache, vice president of physician recruiting and physician relations Read More

Fast Takes: News & Trend Lines, March 2014

Workplace programs cut chronic disease costs, but savings from lifestyle change efforts elusive According to a new Rand Corporation study, workplace wellness programs can lower costs for employees with chronic diseases, but components of the programs that encourage adoption of healthier lifestyles may not reduce health care costs or lead to lower net savings. Examining Read More

Los Angeles Area Hospital Finds Benefit in Event with Worldwide Exposure

by Mark S. Gothberg Why would the City of Hope, a Los Angeles area research and treatment center for cancer, diabetes, and other life-threatening diseases, participate in the 125th Rose Parade on New Year’s Day? For pretty much the same reasons it has been involved in this world-famous parade, held in Pasadena, CA, for the Read More

The Best Way to Be an Effective Storyteller in This Digital Age

by Dan Dunlop The best marketers have always been accomplished storytellers, and that is still the case today. The stories they craft are meaningful and connect with the audience in a manner that meets some fundamental need – educational, informational, emotional, or entertaining. The most effective stories allow the audience members to become part of Read More

The Health Care World Series

Ritch K. Eich, PhD

by Ritch K. Eich, PhD In the game of professional baseball there are two levels of contest and two levels of play: the World Series and everything else. This model translates now and again to organizational management – though hardly as often as business authors would like us to believe – and under extreme circumstances Read More

A Massive, Four-State Health System Rebranding Effort Leads to Simple, Informative, Cheerfully Straightforward Advertising

by Peter Hochstein So there it was, a sprawling health care behemoth, at first glance scarcely recognizable as a single entity. It was named Novant Health, created in 1997 by the merger of two North Carolina organizations, Carolina Medicorp and Presbyterian Healthcare, into a single system. Over time, other organizations joined Novant Health until the Read More

A Unified Brand Has Many Benefits; Need to Give the Process Time

Michele von Dambrowski

by Michele von Dambrowski Among the many roles of marketers is the job of chief marketing inte­gration officer, which usually in­volves the subject of brand. “It’s a subject we all know and love,” says Susan Solomon, vice president of marketing and com­munications for St. Joseph Health, an integrated health system based in Irvine, CA. In Read More

Turning a House of Brands into a Branded House

by Cheryl Haas On March 18, 2013 at precisely 11 a.m., employees of Greenville Hospital System University Medical Center unveiled their organization’s new name and logo. In a special ceremony, a group of employees – accompanied by a dramatic drum roll – revealed a 40-by-10-foot logo and a new visual identity, and the largest hospital Read More

Dignity Health Rebrands: Say Hello to Human Kindness

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

The C-Suite Weighs In on Health Care Branding

by Candace A. Quinn Marketers have spent the past 10 to 15 years focusing on emerging brand development initiatives for their organizations. Marketers want the brand equity of a Cleveland Clinic, Mayo Clinic, or Johns Hopkins Medicine, yet most of them represent the typical community-based hospital or health system that is slugging it out with Read More

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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