Hospital Branding - What Goes Around, Comes Around
Since we're in the middle of "Conference Season" - yes, that time of year when squeeze balls and personalized pens go flying off the exhibit tables - I'm pleased to report that the topics of branding and strategy are, once again, in the conversation. For the past couple years, or so it seems, break-out sessions and keynote addresses have centered on the "hot picks" including social networks, digital media, and mobile technology. And while these subjects are still the bullseye of marketing agendas, the context is brand strategy and, at least for now, the dog is back in charge of wagging the tail. There are several key factors and forces which appear to be influencing this shift in context, away from tactical marketing to strategy and branding. Based on the conferences I've attended thus far this Fall, here are a few: The "Steve Jobs" Effect - Maybe it's the surging stock price of Apple, or the upcoming one-year anniversary of h