The role of branding in health care.
Branding has been successfully practiced by consumer packaged goods companies for decades. But only recently have managed health care organizations begun to embrace the concept, and hence, few well developed brands exist. For health care organizations, 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. A summary of seven steps to building a strong brand is also included.
Acton
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Kaiser Permanente, Oakland, CA, USA.
D004465:Economic Competition; D006279:Health Maintenance Organizations / Q000191:economics / Q000458:organization & administration*; D006301:Health Services Needs and Demand; D008389:Marketing of Health Services / Q000379:methods*; D010934:Planning Techniques; D011641:Public Relations; D014481:United States