Hospital Branding

Organizations in every industry are recognizing that the "silo mentality" or vertical strategy is  an ineffective and disruptive way of doing business. The horizontal strategy has emerged as a best practice and enables cross-thinking among employee departments and populations.  Automobile and technology leaders were among the first to recognize that bringing engineering, design, marketing, and financial teams together provides far better returns than those passing strategic plans from one department to another. The same strategy holds true for hospitals seeking to brand their organizations in their respective markets.  The days of developing a brand platform in the marketing department and then informing the rest of the enterprise about what it is and how employees should act are quickly disappearing.  Those organizations that include teams and staff in the development and cultural integration of the brand will create brand champions who contribute to the long-term s