Hospital Branding

This month, Springboard celebrated its 10-year anniversary.  The number of well wishes and thoughtful remarks were much appreciated and gave us "cause for pause" and the opportunity to reflect on the last decade. Obviously, much has changed in the healthcare and marketing industries; from the invent of social media to the real inroads of healthcare reform. Amidst all the changes, there is a consistent thread that has remained woven in the fabric of consumer buying, and has for decades. Yes, the concept of branding is alive and well and remains at the "heart beat" of reaching and motivating customers to choose one product or service over another. That's it - heart beat!  After spending so many years describing the concept of branding and all the text-book definitions, it comes down to these two key words.  And when contrasted with the words "chest beat," used to describe branding's first cousin, selling, it really ticks! A brand strategy makes