Hospital Branding: Brand Champions Drive Success

Hospital Branding: Brand Champions Drive Success

Organizations in every industry are recognizing that the “silo mentality” or vertical strategy is  an ineffective and disruptive way of doing business. The horizontal strategy has emerged as a best practice and enables cross-thinking among employee departments and populations.  Automobile and technology leaders were among the first to recognize that bringing engineering, design, marketing, and financial teams together provides far better returns than those passing strategic plans from one department to another. The same strategy holds true for hospitals seeking to brand their organizations in their respective markets.  The days of developing a brand platform in the marketing department and then informing the rest of the enterprise about what it is and how employees should act are quickly disappearing.  Those organizations that include teams and staff in the development and cultural integration of the brand will create brand champions who contribute to the long-term success of the strategy and help to create an environment that delivers on the brand promise. Involving cross-sections of teams and employee populations in two critical stages of brand implementation is essential;  brand strategy development and cultural integration. The following examples are from Springboard Brand & Creative Strategy clients that have recently launched new brands. Brand Champions in the Development Phase During the development phase of the brand strategy, it has proven vital to have a broad representation of internal stakeholders participate in the process.  Beebe Healthcare in Lewes, Delaware, recently underwent a brand development process and formed a Branding Task Force to test messages, share their thoughts on the brand promise and brainstorm regarding the new brand rollout.  According to Kelly Griffin, Director – Marketing and...
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