5 Ways To Build Brand Positioning Better in Healthcare

Posted by Mitch Duckler on March 15, 2016

The Healthcare industry is undergoing rapid change. Thirty years ago, patients made healthcare decisions based on physician referrals, recommendations, and prior experiences; hospitals and physician practices did not need to market aggressively.

Fast forward to today, where the average patient is now a proactive healthcare ‘consumer’ who researches health information and relies on physician reviews.

As the effects of the Affordable Care Act unfold beyond 2016, alternatives to traditional health management continue to evolve. Technological advances make it easier for people to diagnose themselves based on their symptoms, coming to doctors well informed. The healthcare industry remains as competitive as ever, and healthcare organizations must differentiate themselves with a strong and consistent brand position.

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Topics: Brand Strategy, Brand Positioning, Healthcare

Restructuring Healthcare Brands to Keep Them Healthy

Posted by Mitch Duckler on January 21, 2016

 

Hospitals and healthcare brands merge and rebrand as often as they do that sometimes it's hard to keep track of who's who. The pace of healthcare mergers and acquisitions will still increase as healthcare reform gives for-profit hospitals and health systems greater incentive to grow and diversify.

Branding is a powerful way to educate the general public and differentiate your healthcare organization from the competition. It also helps attract prospective patients who are increasingly taking a more informed and proactive approach to decision-making about their healthcare options.

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Topics: Brand Development, Healthcare, Rebranding Strategy

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