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.
Today’s healthcare market provides ample challenges for businesses: increasing competition and commoditization, significant merger and acquisition (M&A) activity, and uncertainty with regulatory and government oversight. Healthcare companies have more than doctors to win over — they have to reach patients, providers, and payers too. The pressure is not on companies to perform — it’s on the brands.
Today’s healthcare market provides ample challenges for businesses: increasing competition and commoditization, significant merger and acquisition (M&A) activity, and uncertainty with regulatory and government oversight. Healthcare companies have more than doctors to win over — they have to reach patients, providers, and payers too. The pressure is not on companies to perform — it’s on the brands.
Better Health System & Hospital BrandingEric Brody
Provides a snapshot of the ten pillars our brand strategy and activation agency Trajectory believes are critical to creating better health system and hospital branding.
Trends From the Trenches - Re-Branding Your "New" Healthcare System for Chang...Andrea Simon
Healthcare Innovation: Trends From The Trenches
Re-Branding Your "New" Healthcare System for Changing Times
Featured Speakers:
Andrea (Andi) Simon, PhD and President of Simon Associates Management Consultants
Dianne Auger, SVP, Marketing, St. Vincent’s Health Services
The second webinar is a highly informative discussion about branding and re-branding from the perspectives of those going through the challenges of:
- Re-branding their organization
- Internally branding to incorporate new ways of "living the brand"
- Transforming Physician Practices to Corporate Brands
- Protecting the equity of long-established brands
How to Humanize Your Hospital's Brand -- Step-by-StepKrista Kotrla
Presented by Mayo Clinic Center for Social Media, Ragan Communications and Astute Solutions.
In Krista Kotrla’s new 75-minute webinar, “How to humanize your hospital’s brand—step-by-step,” you’ll find out why the right message matters so much.
Here’s a secret: People don’t really want to pick a hospital. They want someone to help them:
They want answers to questions.
They want acknowledgement of their unique situation.
They want to believe that the people they trust with their health are passionate about helping.
Every industry struggles with being more customer-centric Hospital communicators especially ought to be more patient-centric than brand-centric—always. That means ONE THING: Put more humanity in your messages.
During this webinar, you’ll learn:
How to humanize your brand content
Why you should involve every employee in your content strategy
How to inspire other team members to get involved
5 types of content you should be (but you’re probably not) writing
Why you need to add video to your content marketing
The 2 most underused web pages on almost every hospital site
How to make sure your online brand matches patients’ offline experiences
Today’s healthcare market provides ample challenges for businesses: increasing competition and commoditization, significant merger and acquisition (M&A) activity, and uncertainty with regulatory and government oversight. Healthcare companies have more than doctors to win over — they have to reach patients, providers, and payers too. The pressure is not on companies to perform — it’s on the brands.
Today’s healthcare market provides ample challenges for businesses: increasing competition and commoditization, significant merger and acquisition (M&A) activity, and uncertainty with regulatory and government oversight. Healthcare companies have more than doctors to win over — they have to reach patients, providers, and payers too. The pressure is not on companies to perform — it’s on the brands.
Better Health System & Hospital BrandingEric Brody
Provides a snapshot of the ten pillars our brand strategy and activation agency Trajectory believes are critical to creating better health system and hospital branding.
Trends From the Trenches - Re-Branding Your "New" Healthcare System for Chang...Andrea Simon
Healthcare Innovation: Trends From The Trenches
Re-Branding Your "New" Healthcare System for Changing Times
Featured Speakers:
Andrea (Andi) Simon, PhD and President of Simon Associates Management Consultants
Dianne Auger, SVP, Marketing, St. Vincent’s Health Services
The second webinar is a highly informative discussion about branding and re-branding from the perspectives of those going through the challenges of:
- Re-branding their organization
- Internally branding to incorporate new ways of "living the brand"
- Transforming Physician Practices to Corporate Brands
- Protecting the equity of long-established brands
How to Humanize Your Hospital's Brand -- Step-by-StepKrista Kotrla
Presented by Mayo Clinic Center for Social Media, Ragan Communications and Astute Solutions.
In Krista Kotrla’s new 75-minute webinar, “How to humanize your hospital’s brand—step-by-step,” you’ll find out why the right message matters so much.
Here’s a secret: People don’t really want to pick a hospital. They want someone to help them:
They want answers to questions.
They want acknowledgement of their unique situation.
They want to believe that the people they trust with their health are passionate about helping.
Every industry struggles with being more customer-centric Hospital communicators especially ought to be more patient-centric than brand-centric—always. That means ONE THING: Put more humanity in your messages.
During this webinar, you’ll learn:
How to humanize your brand content
Why you should involve every employee in your content strategy
How to inspire other team members to get involved
5 types of content you should be (but you’re probably not) writing
Why you need to add video to your content marketing
The 2 most underused web pages on almost every hospital site
How to make sure your online brand matches patients’ offline experiences
Healthcare Marketing & Branding Case Study for Advanced MarketersABZ Creative Partners
When healthcare organizations enlist ABZ Creative Partners to reach existing and prospective patients, they get much more than proven strategies and fresh creative – they get impressive results.
Today’s healthcare consumers are better educated, spend more time online and feel more empowered to make their own health decisions than ever before. Thanks to the rise of social media, and mobile and digital technology, 72 percent of online users first seek health information online.
That’s where we come in.
Behind every healthy brand is a well-rounded communications strategy. That’s why we take a 360-degree approach to achieving your goals, growing your patient base and solving your communication challenges – all within your budget and time frame.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
TBF 2011- Tim Calkins: "Branding Challenges: 2011"Karla Witte
Branding is increasingly important in today's world, especially in tourism. Building a strong brand has always been a challenge but the changing world of communication is making it even more difficult. This session will highlight why brands matter more than ever and the emerging challenges confronting people responsible for brands, and then provide recommendations for capitalizing on the power of brands.
Anjuli Bedi's Presentation at Mumbrella's Sports Marketing SummitJordanDervish
Anjuli Bedi, Associate Director, Analytics and Psychometric Analysis, Edelman Presented 'Building Brand Fandom – How to Maximise the Sponsorship Dollar'
Influencer Marketing - From Experimentation to Transformation - Traackr
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)
Upshot from Financeconnect16 in Dublin
Challenges Facing FS firms
- Acquire new clients
- Regain trust
- Lead with insight
- Grow relationships
- Enhancing customer service
Social media has a purpose throughout each stage
of the financial purchase journey
- Keep up-to-date with current financial trends
- Gather preliminary information about financial products, policies or institutions
- Seek advice/gather information to help make a financial decision
- Re-evaluate a financial decision that has already been made
- Recommend a financial product, policy or service
Healthcare Marketing & Branding Case Study for Advanced MarketersABZ Creative Partners
When healthcare organizations enlist ABZ Creative Partners to reach existing and prospective patients, they get much more than proven strategies and fresh creative – they get impressive results.
Today’s healthcare consumers are better educated, spend more time online and feel more empowered to make their own health decisions than ever before. Thanks to the rise of social media, and mobile and digital technology, 72 percent of online users first seek health information online.
That’s where we come in.
Behind every healthy brand is a well-rounded communications strategy. That’s why we take a 360-degree approach to achieving your goals, growing your patient base and solving your communication challenges – all within your budget and time frame.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
TBF 2011- Tim Calkins: "Branding Challenges: 2011"Karla Witte
Branding is increasingly important in today's world, especially in tourism. Building a strong brand has always been a challenge but the changing world of communication is making it even more difficult. This session will highlight why brands matter more than ever and the emerging challenges confronting people responsible for brands, and then provide recommendations for capitalizing on the power of brands.
Anjuli Bedi's Presentation at Mumbrella's Sports Marketing SummitJordanDervish
Anjuli Bedi, Associate Director, Analytics and Psychometric Analysis, Edelman Presented 'Building Brand Fandom – How to Maximise the Sponsorship Dollar'
Influencer Marketing - From Experimentation to Transformation - Traackr
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)
Upshot from Financeconnect16 in Dublin
Challenges Facing FS firms
- Acquire new clients
- Regain trust
- Lead with insight
- Grow relationships
- Enhancing customer service
Social media has a purpose throughout each stage
of the financial purchase journey
- Keep up-to-date with current financial trends
- Gather preliminary information about financial products, policies or institutions
- Seek advice/gather information to help make a financial decision
- Re-evaluate a financial decision that has already been made
- Recommend a financial product, policy or service
This presentation is given on the 6th of July 2010 at de Haagse Hogeschool to students of International Communication Management.
The topics which are being discussed are Interactive PR & Corporate Reputation Management from the Social Media perspective and my view.
Over the past 8+ years, BriefKase has successfully carved a niche as a digital marketing solutions agency for high-growth SMEs and seed-stage start-ups. We have also helped national and global brands grow.
At BriefKase, we help you achieve strong, structured and sustainable growth via Performance Marketing & Creative Content. Our services includes SEO, Pay-Per-Click Marketing, Social Media Marketing, Web-Development (UI & UX), Brand Design, Photography and Video Production.
BriefKase’s marketing philosophy is to help it's clients build remarkable products and services that seek to be discovered by audiences online. Visit www.briefkase.in or email purab@briefkase.in.
Key Accounts - GE Healthcare, DHL India, Harman Pro, Edelweiss, Action Against Hunger, Tata Housing, Suburban Diagnostics, True School of Music, GOQii, VKAAO (a PVR Company), MyGate, PureSense (A Marico Company), Pure Nutrition, Ion Exchange, Indian Institute of Technology (IIT) Bombay, QuaQua, Turtlemint, The GreenSnackCo, Mahindra Smartshift.
The Rise of Influencer Marketing in B2B TechnologyTraackr
This webinar deck reveals 6 influencer marketing shifts emerging in leading technology companies. Discover key findings from new industry research, brand-new data illustrating how influencers impact B2B organizations, and ways to apply the trends in practice to enable B2B success .
In today's fast-paced, digital age, establishing trust with your customers is paramount to the success of your business. The online marketplace is teeming with choices, and consumers have become increasingly discerning when deciding where to spend their hard-earned money. This is where testimonials come into play, serving as powerful tools to build trust, establish credibility, and ultimately drive success for your business.
Why Testimonials Matter:
Trust Building: Client reviews and testimonials are the bedrock of trust-building in the business world. They provide potential customers with real, unbiased insights into the quality of your products or services. When individuals are considering a purchase, they seek assurance that they are making the right choice. Testimonials offer this assurance by showcasing the experiences and satisfaction of previous customers. The psychological impact of positive testimonials cannot be underestimated; they create a sense of security and trust, transforming potential customers into paying ones.
Credibility: Credibility is the cornerstone of any successful business. Testimonials are an invaluable asset when it comes to bolstering your business's credibility. They offer tangible evidence of your commitment to customer satisfaction and the quality of your offerings. Customers want to know that your business is reliable and trustworthy, and testimonials are the social proof that assures them of this. When potential customers see that others have had positive experiences with your business, they are more likely to trust your brand and make a purchase.
Word of Mouth Marketing: Testimonials serve as digital word-of-mouth marketing. In today's interconnected world, individuals rely heavily on the opinions and experiences of others before making decisions. Positive testimonials essentially represent personal endorsements from satisfied customers. When happy customers share their positive experiences, they become advocates for your brand, and their testimonials can reach a broader audience than traditional advertising.
Emotional Connection: Testimonials are not just about the words; they are about the emotions they convey. When potential customers read or hear about how your product or service has positively impacted someone's life, they can relate to those emotions. An emotional connection with your audience is crucial for encouraging them to engage with your business. Testimonials allow potential customers to envision themselves experiencing similar positive emotions by choosing your offerings.
Differentiation: In a crowded marketplace, it can be challenging to stand out from the competition. Testimonials set you apart by highlighting your unique selling points. They demonstrate what makes your business exceptional and why customers should choose you over competitors.
Investment Readiness: Powered by Abaca & Village CapitalDr. Melissa Sassi
As an entrepreneur, one of the most important aspects of building, scaling & thriving in our endeavors is gaining access to capital. We know 90% of startups fail, but what can we do to think about accessing capital & what do investors look for as we take our startup ventures from zero to hero?
In this presentation, you'll learn why startups fail & have a checklist of seven categories to help you on your path to creating a startup that can truly scale & thrive.
What to consider:
1. Team
2. Problem & Vision
3. Value Proposition
4. Product
5. Market
6. Business Model
7. Scale
Whos' ready to gain access to capital?!
Similar to Branding in the New Era of Healthcare (20)
Investment Readiness: Powered by Abaca & Village Capital
Branding in the New Era of Healthcare
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
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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
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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?
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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
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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
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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”
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.
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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]
Editor's Notes
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.