Branding Health Services : Defining Yourself in the Marketplace,9780834211759

Branding Health Services : Defining Yourself in the Marketplace

by ; ;
Edition: 1st
ISBN13: 9780834211759
ISBN10: 0834211750
Format: Hardcover
Pub. Date: 2000-03-01
Publisher(s): Jones & Bartlett
List Price: $142.95

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Summary

This is the first book to explore how to create, protect and enhance brands in the health service industry. Students will explore the use of branding in other industries, and the evolution of marketing differences between product and services branding. Examples of case studies include creating a brand from a new identity, protecting and enhancing a power brand, branding product lines, international brand extension, and the effect operational decisions can have on branding. Each chapter ends with a "Lessons Learned" section providing the reader with a ready-to-use toolbox of branding tips.

Table of Contents

Contributors ix
Foreword xi
Acknowledgments xiii
From Ben Franklin to Branding: The Evolution of Health Services Marketing
1(18)
Nancy J. Hicks
The Evolution of U.S. Health Care
1(12)
Branding in Health Services
13(1)
Branding---Why Now?
13(6)
Branding and Beyond: Emotion and Reputation Management in Health Care
19(18)
Gil Bashe
The Brand is You
19(2)
The Miracle of Choice
21(2)
Brand Spoken Here
23(2)
In Search of ``Brand Voltage''
25(5)
Patent Medicines: The Road to Health Care Branding
30(7)
Consumers' Use of Brands: Implications for Health Care
37(16)
Renee Zakoor
Hal E. Quinley
The Role of Brands in the Marketplace
37(1)
The Evolution of the Brand-Consumer Relationship
38(2)
Consumer Trends Impacting Brand Purchases
40(4)
Consumer Attitudes about Health Care
44(3)
The Role of Brands in Health Care Decision-Making: Looking Ahead
47(4)
Conclusion
51(2)
The Fundamentals of Identity, Image, and Brands
53(18)
Neil A. Johnston
Start with Fundamentals
53(2)
Defining a Brand
55(5)
Real-Life Identity and Branding Challenges
60(8)
Other Methods of Discovery
68(1)
The Laws of Brand Revitalization
68(2)
Conclusion
70(1)
The Cleveland Clinic: Protecting and Enhancing a Power Brand
71(16)
History of The Cleveland Clinic Foundation
71(3)
The Growth of the Brand
74(4)
The Cleveland Clinic Health System
78(5)
A Brand with National Reach
83(1)
Quality Control Today and in the Future
84(3)
Branding an Academic Medical Center: A Case History
87(16)
Joel G. Lee
An Apocryphal Tale
87(14)
Conclusion
101(2)
Leveraging Scientific Discoveries To Further Brand Recognition
103(18)
Elaine Freeman
Joann Rodgers
Carol Bloomberg
Introduction
103(1)
A Case History: The Famous ``Blue Baby'' Surgery
104(2)
A Modern Example: From Surgery to Stamps
106(1)
How We Do It: Old Wine, New Bottles
107(8)
The Strength of the Brand Name: The Snowball Effect
115(2)
The Discovery Brand's Impact on Marketing Efforts
117(1)
Conclusion
118(3)
Protecting Brand Equities Post-Merger
121(16)
Tony Swartz Lloyd
The Challenge
121(2)
Getting Together
123(8)
Merger Dynamics
131(6)
Scripps' Branding Story: A Step-by-Step Account
137(20)
Deborah C. Routt
The History
137(1)
The Challenge
137(5)
The Vision
142(1)
The Process
142(6)
The Practice
148(9)
The Children's Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital
157(18)
Shirley Bonnem
Introduction
157(1)
The Past Quarter-Century
157(1)
A Brief History
158(1)
Logo Development
159(7)
Trends
166(1)
Ancillary Logo Development
166(9)
Women and Heart Disease: Building a Service Line Brand
175(14)
Lisa M. Wyatt
Donna L. Arbogast
The Challenge
175(2)
Creating the ``Look''
177(6)
The Launch: How To Go Public and Maintain Momentum
183(2)
The Next Steps: Keeping the Groundswell Moving
185(2)
Wrapping Up: Going Out with a Bang
187(1)
The Final Word: Results
187(2)
The Evolution of a Health Care Brand
189(34)
Martin B. Rosen
Introduction
189(1)
Who We Are
189(1)
The Development of the Aetna U.S. Healthcare Brand
190(2)
History: The Beginning of the Brand
192(3)
Building the Brand from the Inside Out
195(2)
Understanding Constituent Perspectives
197(10)
Vision and Values
207(8)
Implementing a Managed Care Brand for the 21st Century
215(5)
Conclusion
220(3)
The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization
223(10)
Cynthia Currence
Steven D. Dickinson
Why Enhance this Nonprofit Brand?
223(1)
ACS Brand Attributes
224(1)
The Development of a Brand Management Function
224(9)
Lessons Learned and the Future of Branding in Health Care
233(6)
Gil Bashe
Nancy J. Hicks
Amy Ziegenfus
Index 239(10)
About the Authors 249

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