Hospital Branding: 10 Takeaways from National Healthcare Marketing Conference

Hospital Branding: 10 Takeaways from National Healthcare Marketing Conference

While there were some great takeaways from the crowded exhibit hall, including Chicago’s hometown popcorn and popular business books, the SHSMD Connections conference also provided tasty takeaways to apply to the hospital branding field.  Here’s ten that made our list: Accelerate and the need for speed– Hospital branding has traditionally been pegged as a six to nine month planning process, resulting in a two to three year strategy.  Several of the education sessions and case studies discussed the need to be more nimble, aggressive and faster to the marketplace.  Competitive activity and changing political landscapes were cited as key drivers of the need for speed, but most agreed it is important to remain strategic and have a well thought out plan.  Just do it faster and get there quicker. Create more energy – Maybe a direct result of the need for speed was the reference that today’s hospital marketers need to create more energy in their brand strategy and creative executions.  There were many good creative examples and engaging ideas,  but overall, campaigns still lacked edgy thinking and edgier creative.  Master brands still dominate – While mergers and acquisitions are the rage, hospital brands need to determine where the equity lies within the systems and lean in that direction before developing a naming/architecture system.   It seems that “master” brands are becoming the most widely used model (aka “unified model”) for cost efficiency purposes versus the “endorsed” model which relies on strong entity brands and greater resources. Computer generated names are out –  Remember the days of putting key words into a computer naming database and the results were names that...
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