Is your healthcare brand architecture out of alignment?
What has many product lines? A multitude of names and logos ? An undifferentiated brand combined with a confusing brand architecture? And different looking marketing communications pieces within the same organization describing service lines, technology and clinical programs? Hospitals, home healthcare agencies and specialty pharmacies to name a few. Managed care, medical device and pharma have it under control. Hints it's a major contributor to profitability; that ability to have a clear differentiated band in the market. Too many times in healthcare, especially in hospitals, home healthcare agencies and specialty pharmacies, I have seen an absence of brand architecture. The logo and name of the hospital or other provider in multiple colors in different places in marketing communication materials. No standardization of key brand messaging. Today, nobody flies under the radar screen . Healthcare organizations that understand the importance of brand image, brand architecture, brand ...