Essay about Branding in Health Care

Essay about Branding in Health Care

Length: 992 words (2.8 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Assess the value of branding in health care. Specifically, under what circumstances do you feel that it is beneficial for health care organizations to use branding?
Branding has been successfully practiced by consumer packaged goods companies for decades. But only recently have health care organizations begun to embrace this concept and hence, few of the well developed brands exist. Branding is beneficial for health care organizations because the rewards of branding can be great as it provides an opportunity to truly assess the needs of their members, develop capabilities to meet those needs and more effectively communicate the ability to meet those needs. To develop a strong brand, hospital executives must gauge the brand from the patient's point of view to figure out what they like or dislike about the brand. It also noted that a great hospital brand appeals to emotions with a powerful experience that goes beyond quality metrics and connects to patients. Brands matter and health care is no different. It is about patient care and complex science, but it’s also about dollars and cents. Branding is a $2.8 trillion industry in the U.S. alone, and every sector in the industry needs revenue growth because demand for health goods and services is increasing rapidly and medical inflation and labor costs add 3% per year to costs of operation. And in health care, a strong brand can often lead to more revenue.
Historically, brands were built on impressions by first hand users such as patients, members, clinical trial subjects or word of mouth. In some sectors, advertising helped bolster brands hospitals, drug companies, and insurance plans invested strategically to win hearts and minds of their customers, and differentiate to the extent...


... middle of paper ...


...:
Greenawalt, B.J. (2001, Sep.). Can branding curb burnout? Nursing Management, 32(9), 26-31. Retrieved from Proquest on January 2014.
Hirsch, Lonnie. (5 March, 2010). How to Build Your Brand through Staff, Office and Location. Retrieved from: http://www.healthcaresuccess.com/blog/branding/brand-building.html
Speak, Karl D. Health Care Branding. Retrieved from: http://www.brandtoolbox.com/wp-content/uploads/2011/03/health_care_branding.pdf
Caramenico, Alicia. (21 May, 2012).Focus on branding to attract healthcare consumers. Retrrieved from: http://www.fiercehealthcare.com/story/focus-branding-attract-healthcare-consumers/2012-05-21
Deloitte. (26 Novemver 2012). Branding in the health care industry: a whole new ball game. Retrieved from: http://blogs.deloitte.com/centerforhealthsolutions/2012/11/branding-in-the-health-care-industry-a-whole-new-ball-game.html






Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about Branding in Health Care

- Assess the value of branding in health care. Specifically, under what circumstances do you feel that it is beneficial for health care organizations to use branding. Branding has been successfully practiced by consumer packaged goods companies for decades. But only recently have health care organizations begun to embrace this concept and hence, few of the well developed brands exist. Branding is beneficial for health care organizations because the rewards of branding can be great as it provides an opportunity to truly assess the needs of their members, develop capabilities to meet those needs and more effectively communicate the ability to meet those needs....   [tags: consumers, nursing]

Better Essays
992 words (2.8 pages)

Essay about Complementary And Alternative Medicine Branding

- Complementary & Alternative Medicine Branding Employers are continuing to face rising health benefit costs and are constantly looking for alternatives to control these escalating costs. Health benefit premiums continue to increase at a double digit pace for employers and employees (Poor, Ross & Tollen, 2004). This escalation is putting environmental pressures on all impacted stakeholders, including insurance and health care providers. Companies and insurance providers are squeezing this industry to get a handle on cost while still providing an appropriate level of care....   [tags: Health care, Medicine, Brand, Health insurance]

Better Essays
1240 words (3.5 pages)

Types Of Branding Strategies That Companies Use When Branding An Item Or Service

- Branding Strategies There are several types of branding strategies that companies use when branding an item or service: multiproduct, multibrand, reseller, co-branding, and mixed. The scenario in this assignment, presents a proposition by the Vietnam government to the Stanford Medical Center. This would include a co-branding arrangement in which Stanford would manage the facility and send several of its clinicians to guide and instruct the Saigon facility doctors and nursing staff. The purpose of this paper is to 1) discuss the various types of branding strategies, 2) present risks to be considered in accepting the arrangement, 3) discuss the benefits of co-branding and whether or not the a...   [tags: Brand, Branding, Co-branding, Brand management]

Better Essays
902 words (2.6 pages)

Branding : Branding A Healthcare Organization Essay

- What is Branding Branding a healthcare organization requires that the organization know who it is according to the community, patients, and employees (Fellows, 2013). In order to develop a solid marketing strategy, an organization must align its goal or brand with its mission and vision. It has to be able to assure consumers and payers that what they are seeing and hearing is truly a reflection of its products, services, and organization. Four main factors of a brand include experience, satisfaction, trust, and attachment of the consumers to an organizations brand (Chinomona, 2013)....   [tags: Brand, Brand management, Branding, Advertising]

Better Essays
1318 words (3.8 pages)

Essay on Branding, Pricing, and Distribution

- Assignment 3: Branding, Pricing, and Distribution Dr. Englehart MKT: 500 Marketing Management A. Keaton December 20, 2013 Domestic and Global Product Branding Strategy Branding is a necessary strategy in which Organic Vita-Hair must use to create product awareness and recognition. This is especially the case since the company has chosen global markets as its target market due to its e-commerce structure. In order to complete this branding strategy, the company will use the following logo on all of its products, websites, and other related material: The goal of the company is to create a strong sense of recognition for this logo so that consumers recognize it when browsing through pro...   [tags: marketing management, push or pull strategy]

Better Essays
1047 words (3 pages)

The Care Of The Nurse Manager Essay

- Healthcare is a constantly evolving environment where change is inevitable. As the nurse manager, a recently assigned task is to submit a business plan that will positively impact patients, staff, and the financial components of the medical center. The care of the patient is the center of everything that we do in healthcare. It is only fitting that we would want to provide the best possible evidence based care for all patients including the terminally ill hospice inpatient at the end of life.Our institution is a 420 bed hospital on the out skirts of a metropolitan area....   [tags: Hospital, Patient, Health care provider, Hospice]

Better Essays
1151 words (3.3 pages)

Passage Of The Patient Protection And Affordable Care Act Essays

- Huntsville Hospital (HH), located in Northeast Alabama, part of the Huntsville Hospital Health System, originating in downtown Huntsville, Alabama in the late 1800’s. As the not-for-profit, public hospital system developed, HH became the second largest employer in Madison County, Alabama with an estimated 7000 employees, 2000 nurses and 1000 physicians. In 2010, the passage of the Patient Protection and Affordable Care Act (PPACA) initiated reforms between healthcare and healthcare providers. For example, Huntsville Hospital Health System developed as smaller healthcare providers sought refuge under Huntsville Hospital’s larger umbrella....   [tags: Medicine, Healthcare, Health economics]

Better Essays
1191 words (3.4 pages)

Marketing Analysis : Plaza Home Health Services Essays

- Branding is used to separate competitors from each other providing them with their own separate unique identity. Health care is no different from any other industry, they too must have appropriate branding in place for consumers to be able to differentiate between them and other organizations. Plaza Home Health Services is currently working on various methods to enhance their identity consequently making it easier for consumers to recognize their brand. Assessments will be conducted along with a SWOT analysis to comprehend an ideal approach to make the appropriate branding changes that will boost their presents in the market....   [tags: Health care, Marketing, Brand, Healthcare]

Better Essays
1099 words (3.1 pages)

Marketing Strategy : West Anaheim Medical Center Essay

- Introduction. Health care organizations are turning towards diverse outlets of marketing in order to remain competent. With the advancement of technology, branding and online marketing have become synonymous within the business realm. Consumers are finding themselves behind computers, surfing the web and stumbling upon advertisements and a plethora of web-based information. Health care organizations continue to challenge themselves in the field of marketing by highlighting their online branding strategies....   [tags: Health care, Medicine, Marketing, Health]

Better Essays
785 words (2.2 pages)

Healthy People And Cancer Tests Essay

- to healthy people and cancer tests to dialysis patients. They order X-rays for low back pain and brain scans for fainting. These are just a few of the procedures that patients should question, according to a coalition of medical organizations representing some 375,000 U.S. physicians spearheaded by the American Board of Internal Medicine. Sometimes the treatment or test is appropriate. More often, it is unnecessary, and the procedures become part of the estimated 30 percent of health care spending that is wasted ....   [tags: Health care, Health care provider]

Better Essays
1412 words (4 pages)