Does Your Hospital Have A Differentiated Brand, Or Is It A Collection Of ‘Me-Too’ Services?

One of the most common marketing problems (and opportunities) facing hospitals today is that many view (and market) themselves not as a singular, comprehensive brand, but rather, as a collection of all the services they offer. Many focus their energy on communicating ‘all that they have,’ rather than than a focused point of view that […]

Hospital services

One of the most common marketing problems (and opportunities) facing hospitals today is that many view (and market) themselves not as a singular, comprehensive brand, but rather, as a collection of all the services they offer. Many focus their energy on communicating ‘all that they have,’ rather than than a focused point of view that can be understood and known. It’s a strategy that waters down any hope of developing a true brand position, and in many instances, simply gives potential audiences the notion that the institution is ‘just another hospital.’

“Yeah, we do that, too,” is not a recipe for differentiation. And in our sink-or-swim healthcare environment, it just may be a recipe for disaster.

A recent BrandChannel report titled, Today’s Reality for Hospitals: Brand is the New Must Havepoints out that “the sea change in healthcare is an opportunity for hospitals to develop a strong brand as a well as an opportunity for the brand to bridge institutional gaps, differentiate the organization, galvanize stakeholders, attract customers, and strengthen bottom lines.”

New options for patient choice, new legislation, insurance changes, comprehensive services and a move toward wellness and prevention have changed the game forever. But in these new variables exist the opportunity to build a relevant and differentiated brand for the hospital that wants to succeed.

At Cohesion, we have been working to develop healthcare brand, marketing and communication strategy since 1999. Through research, positioning, messaging and creative platform development, Cohesion can help you transform your hospital brand into one that is more relevant, competitive and customer-focused.

To learn more, please contact Brian Creath, president of Cohesion, at 314-276-5383, or email him at bcreath@cohesioncompany.com.

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