Hospital Branding

Hospital Branding: Why a name change isn’t “just a name change.” Naming is a key element of a brand strategy along with an identity, tagline, and architecture.  Creating a new name involves many hours of deliberations, word combinations, napkin renderings, pillow talks, research studies and brainstorm meetings.  However, the result is (hopefully) a strong brand name that perfectly reflects the new organization and its desired market position. So, after all the painstaking work that goes into a naming strategy, why are some companies quick to qualify, or downplay it,  as “just a name change.”  It’s almost as if they’re apologizing to their customers about changing the name. Wrong!  If you’ve gone through the decision-making and strategic process to change your name with key goals in mind, then   own   it and promote all the changes associated with it.  Your customers want to know the “why” behind your name strategy and what’s in it for them. Whethe...

Regardless of the business or industry you’re in, strategic marketing plans have long referenced initiatives for both customer acquisition and retention.  Strategies and tactics are focused on either gaining new customers or keeping them. The pandemic has caused (among many other things) an entirely new customer focus that has been receiving a lot of attention among marketing departments;   reactivation .  Simply put, reaching and motivating existing customers to once again   use   your services.  For any business that is not solely online, this is a critical objective that has significant impact on revenue and growth. The concept of customer reactivation includes other key differences than those of its acquisition and retention counterparts: Competition Customer reactivation brings on a whole new level of competition that has nothing to do with your competitors.  Basically,   you’re not competing against other businesses or organizations   –...