Hospital Branding

On July 23, Springboard hosted an in depth look at The Service Line Manager as Brand Manager during its latest Brand 2.0 Webinar. The healthcare service line manager brings top-down and bottom-up understanding of how a service works – clinically and operationally – and where it fits in the organization’s “big picture.” This latest Webinar offers insights into how some of today’s most successful healthcare organizations are leveraging centers of excellence to take vertical brand management to new heights. It also discusses how economic pressures are putting some Service Line Managers’ jobs at risk – and at the same time, potentially jeopardizing the brand. We also hear from one organization that has successfully stayed the course with their Service Line Management structure, with excellent brand-focused results. Donna Arbogast from Springboard Brand & Creative Strategy hosted the Webinar. Panelists included: Theodore Michalke Managing Partner, NeuStrategy, Chicago, IL Former Direc...

While driving through a metro area recently, that music popped into my head.  You know, the theme that introduced "The Dating Game," the landmark game show of the 60's, 70's, and 80's. A bachelorette would question three bachelors, who were hidden from her view and at the end, choose one to go out with on a date paid for by the show.  (Sound familiar?  Come to think about it, maybe game shows were the original reality TV that took one episode instead of dragging us through 13 weeks.) Back to my road trip and why that musical theme popped into mind.  On three consecutive billboards (and yes, I do look at them), there were hospital ad messages.  In a competitive market this otherwise would not strike me as odd, but it was the content that nearly caused me off the road. The first billboard claimed "Rated #1 for heart surgery."  The second featured a well-known magazine masthead and cited "One of the country's best in neurosciences."  The third...