Healthcare consumers are becoming more empowered every day, thanks to their access to information, the growing choices they’re presented within the market, and the spread of consumer-driven health plans. With more and more consumers spending more and more of their own money through HSAs, HRAs and other high-deductible plans, they will become even more demanding.
This 24-page publication is intended to help hospitals and health care systems understand the potential for increased name recognition, managed cost-savings and improved patient clarity that can be achieved when all elements of an organization are consistently branded.
Now more than ever, healthcare leaders are demanding results for their organization’s marketing and branding efforts. This paper provides a primer for measuring marketing performance for hospitals and health systems.
A safe estimate might be that between 5 and 10% of hospitals are in a position to embrace branding at its deepest and most powerful levels. But what about healthcare marketers who believe in the value of branding?