Branding Health Services: Defining Yourself in the Marketplace

Front Cover
Jones & Bartlett Learning, 2000 - Medical - 250 pages
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
Conclusion
101
A StepbyStep Account
137
The Practice
148
Creating Image
157
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

Old Wine New Bottles
107
The Snowball Effect
115
Chapter 8Protecting Brand Equities PostMerger
121
Merger Dynamics
131
Creating and Managing
223
Chapter 14Lessons Learned and the Future of Branding in Health Care
233
About the Authors
249
Copyright

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