Hospital Branding On Your Watch
Hospitals have become very complex these days. Not the cause of reform, or receivables. Not the technology, nor the patient records. The branding. Yes, the branding process has become so complicated that hospital marketers and their organizations are oftentimes overlooking the "DNA" that differentiates their brand from the competition. Instead of focusing on real points of difference, and interest to customers, branders are obsessed with trying to be something they are not or trying to cram 20 pounds of brand promise into the proverbial 10 pound bag. There's the case of the smaller, rural hospital that wants to be world-class. Um, no . The cancer center with a great and relevant donor name that wants to be known for its "care." Don't think so , and please read this blog post on the seven deadly words in hospital advertising. The world-class medical center that wants to be transparent. Okay, I see you, now what? And what does that mean to me? So co