title: Branding strategies discussed by the experts. Trends that will shape strategy in 1998.
abstract: This month the focus is on branding. The Alliance Advisory Council's discussion of this topic, led by Joel English (a senior vice president with BVK/McDonald, Milwaukee, WI), identifies the key issues on branding as: 1) the debate between the local and regional nature of healthcare delivery, and the need to provide customers with the trust and security of a larger entity behind the individual provider; 2) the challenge of identifying and agreeing on a consistent message for all parts of the system; and 3) the difficulty of keeping the promise implied by a brand across these many components.
authors.affiliation: Alliance for Healthcare Strategy and Marketing, USA.
authors.forename: C E
authors.initials: CE
authors.lastname: Windhorst
mesh_terms: D003258:Consumer Behavior; D008389:Marketing of Health Services / Q000379:methods* / Q000639:trends; D009275:Names; D009937:Organizational Objectives; D010934:Planning Techniques; D014481:United States