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Branding in the New Era of Healthcare

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Not Your Father\'s Hospital - a look a how business today is not based on the practices that our fathers observed. Fact is that today’s healthcare business climate demands that we re-envision many …

Not Your Father\'s Hospital - a look a how business today is not based on the practices that our fathers observed. Fact is that today’s healthcare business climate demands that we re-envision many tried-and-true business practices, including what it takes to effectively position ourselves in an increasingly competitive and demanding marketplace.


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  • 1965 Ford Mustang Picture
  • 1965 Ford Mustang Picture
  • Pyramid Diagram
  • What niche does the brand occupy in the hearts and minds of targeted consumers, what level of loyalty do they feel to the brand and what does that drive them to do in terms of brand endorsement and ambassadorship?
  • Successful brands are relevant, valued, believable, recognized, compelling and empowering to not only the target market but to key internal constituencies – staff, leaders and physicians. The brand’s position must emotionally engage and inspire consumers to become brand ambassadors.
  • No successful brand exists for long without deep personal investment in its core promise on the part of those who must bring it to life – day in and day out – through their efforts and advocacy. A strong brand rests on the shoulders of the people who own it.
  • Living the brand story in a visible, vibrant, compelling and persuasive manner which resonates in the hearts and minds of the target market is an artful undertaking which demands consistent and focused leadership. People like Quint Studer understand the importance of an unwavering focus on giving life to positioning through personal words and actions.
  • Before the story can be properly told, it’s vital to be absolutely certain of that it’s the right story – a story rooted in awareness of prevailing attitudes; a story that’s relevant, believable and compelling; a story that can be owned by and brought to life through the words and actions of the people who tell it. Then it can be a powerful and engaging story that provides a foundation for loyalty.
  • Transcript

    • 1. N O T Y O U R F A T H E R ’ S H O S P I T A L Branding in a New Era of Healthcare
    • 2. P R E S E N T E R I N T R O D U C T I O N J O N H E A D L E E P R E S I D E N T S C O T T M O S L E Y V I C E P R E S I D E N T O F S T R A T E G Y
    • 3. C O N T E N T O F P R E S E N T A T I O N
      • Healthcare ’ s New Proposition, New Expectations
      • Emerging Approach to Branding
      • Brand Leadership Illustrated
      • Building Deep Customer Relationships
      • Marketing vs. Branding
      • Five D ’ s of Brand Strategy Creation and Execution
      • Elements of Today’s Most Effective Branding
    • 4. N E W P R O P O S I T I O N I N H E A L T H C A R E
    • 5. N E W P R O P O S I T I O N I N H E A L T H C A R E
      • More encompassing pursuit which touches every aspect of
      • how we live our lives.
      • Clearly portraying the depth, breadth and scope of your
      • hospital ’ s expertise… the basis for building brand
      • loyalty and equity.
      • Connecting your hospital ’ s brand with the broadly-based
      • value people place on comprehensive healthcare support.
    • 6. C O N S U M E R S N E W E X P E C T A T I O N S Is this healthcare provider a good life partner for me and my family?
    • 7. B R A N D I N G A P P R O A C H
      • T R A D I T I O N A L
      • Name, logo, products and
      • services, facilities and
      • equipment, doctors and nurses.
      • Focused on what you are, what
      • you do and how well you do it.
      • E M E R G I N G
      • The essence of the organization.
      • Focused on delivering solutions
      • to life ’ s challenges.
      • Involves every aspect of market
      • interaction.
    • 8. B R A N D I N G A P P R O A C H T R A D I T I O N A L B R A N D T O D A Y ’ S E M E R G I N G
    • 9. B R A N D M A N A G E M E N T T O B R A N D L E A D E R S H I P
    • 10. C H A L L E N G E
      • B R A N D M A N A G E M E N T
      • Organization and control of the tangible reflections of
      • organizational scope, structure and competency.
      • An element of brand leadership, but leading a brand’s
      • development is a larger endeavor.
      • B R A N D L E A D E R S H I P
      • Giving the organization a face and personality
      • which brings it respect and admiration.
    • 11. B R A N D L E A D E R S H I P – T h e N e w I m p e r a t i v e BRAND LEADERSHIP
    • 12. B R A N D L E A D E R S H I P A N E W P E R S P E C T I V E
    • 13. T H E E V O L V I N G P A R A D I G M S H I F T
      • From tactical to strategic management
      • From limited to broad focus
      • From sales to identity
    • 14. T H E E V O L V I N G P A R A D I G M S H I F T CLASSIC MODEL OF BRAND MANAGEMENT EVOLVING MODEL OF BRAND LEADERSHIP
          • From tactical to strategic management
            • Perspective
            • Management Status
            • Conceptual Model
            • Fiscal Focus
          • Tactical/reactive
          • Lower level
          • Image/preference
          • Short-term returns
          • Strategic/visionary
          • Higher level leader
          • Loyalty
          • Long-term
          • From limited to broad focus
          • From sales to identity
    • 15. T H E E V O L V I N G P A R A D I G M S H I F T CLASSIC MODEL OF BRAND MANAGEMENT EVOLVING MODEL OF BRAND LEADERSHIP
          • From tactical to strategic management
          • From limited to broad focus
            • Scope
            • Structure
            • Breadth
            • Communications
          • Single market
          • Simple architecture
          • Single brand
          • External customer
          • Multiple markets
          • Complex associations
          • Several categories
          • Internal/external
          • stakeholders
          • From sales to identity
    • 16. T H E E V O L V I N G P A R A D I G M S H I F T CLASSIC MODEL OF BRAND MANAGEMENT EVOLVING MODEL OF BRAND LEADERSHIP
          • From tactical to strategic management
          • From limited to broad focus
          • From sales to identity
            • Driver of Strategy
            • Measurement
            • Utilization
            • Volume/revenue
          • Imagery/connectivity
          • Ownership/equity
    • 17. C O R E D I S C I P L I N E S
      • Brand Management – Methodical, disciplined process focused
      • on portraying the scope and breadth of the brand and the organization
      • it represents and molding its presence in the marketplace.
      • Brand Platform – A vivid, collective reflection of the organization ’ s
      • (brand ’ s) mission, vision, values and competencies and how it
      • consistently provides solutions to customers ’ needs – the essence
      • of the brand.
      • Brand Building – The collective impact of programs and initiatives
      • designed to give the brand life and relevance in the hearts and minds
      • of the target market.
    • 18. C O R E D I S C I P L I N E S
      • Brand Management
        • Brand Standards
        • Brand Architecture
        • Brand Nomenclature
        • Brand Attributes
        • Internal Communications
        • Creative Expression
      • Brand Platform
      • Brand Building
    • 19. C O R E D I S C I P L I N E S
      • Brand Management
      • Brand Platform
        • Brand Mission/Vision
        • Brand Values
        • Brand Positioning
        • Brand Promise
        • Brand Character and Personality
        • Brand Essence
      • Brand Building
    • 20. C O R E D I S C I P L I N E S
      • Brand Management
      • Brand Platform
      • Brand Building
        • Building strong brand associations which create
        • differentiation, reinforce positioning and building deep
        • customer relationships
    • 21. E L E M E N T S O F B R A N D B U I L D I N G BRAND LEADERSHIP
    • 22. B U I L D I N G D E E P C U S T O M E R R E L A T I O N S H I P S
    • 23. B U I L D I N G D E E P C U S T O M E R R E L A T I O N S H I P S
    • 24. B U I L D I N G D E E P C U S T O M E R R E L A T I O N S H I P S B R A N D Identity Value Proposition Positioning C U S T O M E R Experiences Interests Values Quality and Strength Feeling Free and Macho Driving Ideas / Perceptions Strong, Affirming Self-Image Unwavering Sense Of Community Harley Owners Group (HOG) Brand-Building Programs Deep Relationships Functional Benefits Emotional Benefits Self-Expressive Benefits “ Express Yourself in the Company of Others” “ People Around the World United by a Common Passion; Making Harley a Way of Life”
    • 25. H O W M U C H D E E P E R D O E S I T G E T ?
    • 26. T H E L E S S O N S O F B R A N D B U I L D I N G
      • Brand building is not just advertising
      • Brand building involves innovation
      • Excellence in execution creates huge payoffs
      • Products/services are key to the brand
      • The brand is more than products/services
      • The brand manager must own the brand
      • Understand the brand’s essence
      • Connect with customers on an emotional level
    • 27. M A R K E T I N G V S . B R A N D I N G
    • 28. M A R K E T I N G V S . B R A N D I N G
    • 29. E M O T I O N A L C O N N E C T I V I T Y
    • 30. E M O T I O N A L C O N N E C T I V I T Y
    • 31. B R A N D E Q U I T Y H I E R A R C H Y
    • 32. F I V E D ’ S O F B R A N D S T R A T E G Y
    • 33. E F F E C T I V E E X E C U T I O N A T E A C H P H A S E
      • Discovery
      • Design
      • Development
      • Deployment
      • Display
    • 34. D I S C O V E R Y P H A S E “ I N S I G H T ” K E Y C H A L L E N G E : Truly understanding -- at a very deep, emotional level -- the feelings, attitudes and beliefs associated with the brand.  
    • 35. D E S I G N P H A S E “ P O S I T I O N I N G ” K E Y C H A L L E N G E : Designing a highly powerful and compelling brand position and promise which embodies the organization’s mission, vision and values and supports execution of the strategic plan.    
    • 36. D E V E L O P M E N T P H A S E “ E N G A G E M E N T ” K E Y C H A L L E N G E : Deeply engaging internal stakeholders in genuine ownership of the brand promise and deep personal investment in bringing it to life through their actions – each and every day.  
    • 37. D E P L O Y M E N T P H A S E “ A C T I O N S A N D W O R D S ” K E Y C H A L L E N G E : Bringing the brand promise to life through actions and words, encompassing every aspect of the organization’s interaction with the marketplace.
    • 38. D I S P L A Y P H A S E “ T E L L I N G T H E S T O R Y ” K E Y C H A L L E N G E : Having the insight and discipline not to jump right in here without having given appropriate attention to the other four phases of brand strategy creation and execution.  
    • 39. T O P F I V E L E S S O N S L E A R N E D
      • Clarity on the Brand Strategy at the Top of the Organization
      • Clear Self-Image, Continuous Awareness
      • Consistently Strong Leadership, Sustained
      • Commitment, not Compliance
      • Focus on Building Strong Customer Relationships, as a Life Partner
    • 40. “ Brand value is very much like an onion. It has layers and a core. The core is the customer who will stick with you until the very end.” Marshall McLauhan  
    • 41. To Learn More about Ten Adams, visit: www.tenadams.com J O N H E A D L E E, P R E S I D E N T 812.253.6315 | [email_address]