Essay about The Value of Branding in Health Care

Essay about The Value of Branding in Health Care

Length: 1290 words (3.7 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

The value of branding in health care.

What is branding? Branding has been advocated as a potentially successful response to heightened market concentration; it offers the possibilities of centralized control and format standardization, and an added value or cost driven strategy can be used to differentiate the retail offering and reinforce market positioning. Brands provide informational cues for buyers about the store's merchandise quality, and favourable images of brands positively influence patronage decisions." Successful retail branding can provide a form of "insulation" against price competition and states: "Where the store brand name is itself a brand name based on a quality appeal, it will be easier to position the own brand as a premium product under the same name" (Schmidt, R., & Pioch, E., 2005). Further as consumers, we tend to think about brands as symbols like the Nike swoosh or McDonald’s golden arches; the working definition of a brand is broader. A brand is usually defined as a name, logo, symbol, words, or combination of these, intended to distinguish a particular company’s offerings from those of competitors. In this sense, the modern use of the word “brand” harkens back to its older meaning which is a distinguishing mark or burn to identify wine, livestock or other commodities by their owner (Koehn, N., 2013).

The value of branding in healthcare is very important because the changes happening in health care today will put a new premium on strong and trusted brands. As health care leaders, we recognize the value of great brands in this sector such as the Cleveland Clinic, Kaiser Permanente, or Mayo Clinic. Strong brands can play such important roles, including creating strategic and thus fi...

... middle of paper ...

...he worldwide web on January 2014 at
Lofgren, Diane Gage & Cantu, Debbie (2010, Summer). Thrive. Retrieved from the worldwide web on January 2014 at
MSNBC staff. (2004, October 6). Report: Vioxx linked to thousands of deaths. Retrieved from the worldwide web on January 2014 at

Schmidt, Ruth., & Pioch, Elke A. (2005). Community pharmacies under pressure - can branding help? International Journal of Retail & Distribution Management, 33(6/7), 494-504. Retrieved on January 2014 from Proquest at

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]

Strong Essays
992 words (2.8 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]

Strong Essays
902 words (2.6 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]

Strong Essays
1240 words (3.5 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]

Strong Essays
1047 words (3 pages)

Essay on The Value And Importance Of Studying The Humanities

- The value and importance of studying the Humanities in the twenty-first century is emphasised through the analysis of today’s politics via an Orwellian lens. Products of the Humanities, such as novels, are important as they provide a scope through which humanity is viewed and pose significant questions. George Orwell’s 1984 critiques totalitarian regimes and authoritarian governments. The state of today’s politics suggests that we have built a society similar to that which Orwell condemns in 1984, reminding us of the value and importance in studying Literature and Politics, and the Humanities as a whole, in the twenty-first century to critique the society that we live in....   [tags: Nineteen Eighty-Four, George Orwell, Mass media]

Strong Essays
1485 words (4.2 pages)

Essay on The Impact Of Marketing On The Healthcare Industry

- Introduction The use of branding in the healthcare industry is an important tool for building an organizations reputation and relevance to the community and to payers while differentiating from other healthcare organizations and services. Consumer experience, satisfaction, trust, and attachment are important considerations when deciding on how to brand an organization or product and service. “Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses” stemming from a brands image to its environments (Chinomona, 2013)....   [tags: Brand, Marketing, Brand management, Branding]

Strong Essays
1169 words (3.3 pages)

Brand Value Essay

- Article 1 Topic: Brand Speaks Brand Speaks!!. The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” A brand is thus product or service that adds dimensions that differentiate it in some way from other products or services designed to satisfy the same need. But today, brands are alive and stand for a “distinctive name identifying a product or service”....   [tags: Business Marketing]

Free Essays
1201 words (3.4 pages)

Essay on Value Creation Of Health Care

- Value Creation in Health Care Medicare’s reimbursement’s now tied to quality of care to customers while still reducing costs, health care organizations have to be thinking strategically on how they can create value to satisfy their customers/patients and bring in more revenue. An article by the Academy of Management Executives refers to value as “the perceived relationship between satisfaction and price, not based solely on price” (Mark, Milstein 2003). What customers want is to receive quality of care, however quality is not cheap, it costs the organization huge amount to provide the quality of care and then patients have to pay high prices for the care they received....   [tags: Health care, Health care provider]

Strong Essays
737 words (2.1 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]

Strong Essays
785 words (2.2 pages)

Market for Health Drink in the UK Essay

- Executive Summary In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production. The key issues facing the client are that; firstly; the business is focusing all of its energy onto the youth market and not attracting business and sales from the older demographic that in years to come will be a massive market, which is as yet unt...   [tags: Business Market Analysis]

Free Essays
1559 words (4.5 pages)