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Changes at the speed of light in the various healthcare marketplaces, impact brands in very significant ways. Mergers, acquisition, new companies and non-traditional models for delivering care, are creating a dizzying array of healthcare brands for the consumer. Some brands go way. Some remain as hybrids, dying a slow death. Some even stay in the market with just a tag-line identifying the parent company. Your brand image, brand promise and brand architecture have a value that impacts you organization in two ways, revenue and image . Have you quantified that the value your brand has on your revenue stream? And have you created a rock solid brand architecture that accounts for mergers and acquisitions, to eliminate the "my company name Is better" arguments that go on internally post acquisition, when the issues are not addressed up front? Your brand has a dollar value. For example, the Walgreens brand has been valued at $1 billion. What this means is that if Wal-Mart, or Targ

Healthcare is changing as never before. There is a marketplace momentum developing that will never allow healthcare organizations to go back to the way they were. Accountability, transparency, price and value are the new expectations. Business models need to change to meet the needs and expectation of the evolving healthcare consumer. Which begs the question, is your healthcare marketing model evolving as well? My guess is probably not. Doctors, hospitals and insurers are going to have to change their marketing models. The old model of advertise it and they will come is slowly, but inexorably going by the wayside. Ads that are all about the provider, offering limited time discounts on certain test or exams due to the time of the year or date on the wellness calendar, are pretty standard. They offer little if any differentiation. Even the insurer plan ads are starting to look the same. Great offers about benefits, little transparent discussion of price and outcomes for choosing them. Ad

Physicians are the lifeblood of many a healthcare organization. As competition increases for their attention whether it be a hospital, specialty pharmacy, medical device manufacturer, or pharmaceutical company, cutting through the din of messages and relationships can be a daunting task. So how do you cut through all of the chatter and have marketing and sales work together effectively? Be the solutions provider! You are supplying solutions to solve the physician practice challenges by providing data-driven or process solutions to those issues in practicing medicine in today's environment of change. And they must at a minimum, accomplish several things: A) practice medicine more efficiently; B) measurably improve the quality of care; C) assist in generating additional revenue; D) are cost effective; E) easy for the physician and office staff to use; and F) reduce the patient hassle factor by cutting down on complaints, or, as we like to say, increase patient satisfaction. With th