Healthcare Branding: 5 Steps to Allocate Your Budget to Support Your Brand Launch
You have a new name, an exciting new brand platform, and a breakthrough idea for an ad campaign. You're ready for launch! Then budgeting reality hits and now you feel like a NASA astronaut stuck on the launch pad, grounded by a weather delay or mechanical issue. Dollars spent on the up-front planning phase have greatly reduced what's available on the back-end. Or, senior leadership has determined that operational issues need to be in place prior to launch and these costs are coming out of your budget. With countless branding initiatives taking place among hospitals throughout the U.S., balancing budget issues with effective brand launch plans might have you seeing stars, and not from light years away. A new brand strategy is more than just the promotional component. It's actually a 5-step process that includes developmental, operational, inspirational, promotional, and cultural elements - all competing for marketing launch dollars. So, given l...