Branding Health Services: Defining Yourself in the Marketplace

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Jones & Bartlett Learning, 2000 - Medical - 250 pages
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Table of Contents Contents: Introduction * From Ben Franklin to Branding: The Evolution of Marketing of Health Service Marketing * Branding and Beyond: Emotion and Reputation Management in Health Care * Consumers' Use of Brands: Implications for Health Care * The Fundamentals of Identity, Image, and Brands * The Cleveland Clinic: Protecting and Enhancing A Power Brand * Branding an Academic Medical Center: A Case History * Leveraging Scientific Discoveries to Further Brand Recognition * Protecting Brand Equities Post-Merger * Scripps' Branding Story: A Step by Step Account * The Children' s Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital * Women and Heart Disease: Building a Service Line Brand * The Evolution of a Health Care Brand * The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization * Lessons Learned and the Future of Branding in Health Care *index.
 

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Contents

The Evolution of Health
1
Emotion and Reputation Management
19
In Search of Brand Voltage
25
Implications for Health Care
37
Chapter 4The Fundamentals of Identity Image and Brands
53
Protecting and Enhancing a Power
71
A Case History
87
Chapter 7Leveraging Scientific Discoveries To Further Brand
103
Trends
166
Building a Service Line Brand
175
Chapter 12The Evolution of a Health Care Brand
189
Building the Brand from the Inside Out
195
Vision and Values
207
Implementing a Managed Care Brand for the 21st Century
215
Institutional Brand for a Voluntary Health Organization
223
Chapter 14Lessons Learned and the Future of Branding in Health Care
233

Chapter 8Protecting Brand Equities PostMerger
121
A StepbyStep Account
137
A Brief History
158
Index
239
About the Authors
249
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