title: Your most valuable asset. Increasing the value of your hospital through its brand.
abstract: The authors argue that hospitals could achieve the same brand name recognition as such popular consumer product names as Coke, Nike, and GE. In fact, they say, a brand identity strategy could bring hospitals the advantage they need in a growing marketplace. Increasingly, brand recognition is becoming important in the health care world, as hospitals battle for customers. The majority of patients now choose their health plan and hospital, and they're seeking brands that provide them with the same convenience, access, and value they demand from other consumer products companies. Hospitals can create a viable brand identity strategy by defining their brand's image, maximizing their bran's positioning and patients' brand experience, communicating their brand and measuring the brand's performance.
authors.affiliation: Kuczmarski & Associates, Chicago, USA. mpetromilli@kuczmarski.com
authors.forename: M
authors.initials: M
authors.lastname: Petromilli
authors.forename: D
authors.initials: D
authors.lastname: Michalczyk
mesh_terms: D000329:Advertising; D003258:Consumer Behavior; D006739:Hospital Administration / Q000592:standards*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009275:Names; D015279:Organizational Culture; D009937:Organizational Objectives; D011357:Product Line Management; D011639:Public Opinion; D019984:Quality Indicators, Health Care; D014481:United States