Brand Strategy

Identify Your Competitive Advantage Believe it or not, you do have a superpower. Do you know what it is? That may seem like a silly question, but looking within yourself to identify your core strength is actually very empowering. Most people can put their fingers on their superpowers fairly quickly, with just a little introspection

For some, distinguishing a company’s brand from its mission statement can be confusing. During brand sessions with clients, someone in the C-suite will usually ask, “Why do we need a brand promise when we have a vision and mission statement?” Given the way we define brand, I can understand the confusion. Both are all about

It’s a new year! If your goal is to improve your hospital or healthcare practice brand this year, we have several tips to get you started on a path to success. This week’s topic is what it means to live your brand. Living your Brand: Why, How, What and Who When you communicate a brand

The story behind our new look & what it means for healthcare marketers Can you spot what’s different about us? Hint: look in the upper left corner of your screen. We have a new logo! We are VERY excited because our new logo illustrates something unique about us: our three-part process for making companies healthier.

Last week, we released a new white paper for one of our clients to highlight the growing use of mobile apps by specialty physicians. In tracking physician communication patterns over the past four years, we found mobile health technologies are steadily gaining ground as a preferred form of communication and information retrieval. The white paper

Technology is rapidly changing healthcare. Mainstream devices can now go far beyond provider-patient communication and into specialized patient care, and things are just getting started. In other words, what we’ve done so far with healthcare innovation pales in comparison to what we haven’t done…yet. For healthcare marketers, that means: You must understand and embrace healthcare

As any successful healthcare marketer can attest, advertising alone does not build emotional connections with healthcare consumers. Patients need to personally experience “compassionate, personalized care” when they interact with your brand, or what you’re promoting simply isn’t true. To connect emotionally in ways that build affinity and loyalty, make it authentic by carrying that connection

Last week, one of our clients unveiled their new brand to employees. It was an amazing day for the associates who joined the company meeting to hear the long-awaited announcement. The CEO and partners presented our branding approach and explained the work we undertook to arrive at the new corporate identity and, more importantly, the

Recently, while attending a grand opening for a healthcare organization, I found myself blissfully lost in the chief operating officer’s storytelling about the power of the organization. He and I were deeply engaged in conversation, and I listened intently as he told one compelling anecdote after another, each chock-full of relevant and useful patient experiences.

In our previous post, we counted down the 10 essential steps to trade name changes. When the time comes to launch, you may decide to outsource the work or partner with your agency, or you may plan and execute your trade name change entirely in house. Either way, it all starts with an inventory of