1. Branding Strategies for Health Care Business

2. “Good branding helps the patient recall the hospital name faster and helps the target customers to get hooked to the brand, whereby improving the brand value” 2/24

3. Branding is all about taking care of people's emotions and each employee is a brand ambassador of the hospital 3/24

4. Positioning: differentiation Identity: brand name, logo, color scheme Brand Mantra: promise, supports, transactions Unique features: points of differentiation, USP (unique Selling proposition) Personality: behaviors. Expressions, communications Values: benefits over costs to patients Brand Elements 4/24

5. Key Factors Emotional bond between the hospital and patients A team oriented, collaborative approach to patient care through integration Aiming at patients’ satisfaction to gain loyalty and referrals HR management and internal branding 5/24

6. Brand Marketing Concepts Top management as a Brand Steering TeamAppointing a brand manager or brand guardian Cultivate brand culture and reward system to create brand ambassadors, brand champions, and brand advocates Design customer and colleague interaction to gain excellent interface 6/24

7. Steps in Strategic Brand Management Identifying and establishing brand positioning Planning and implementin g brand marketing Measuring and interpreting brand performance Growing and sustaining brand value 7/24

8. What is Health Care Branding? Health Care Branding is endowing hospitals (or clinics) and services with the power of the brand equity 8/24

9. What is Brand Equity in Health Care Business? Brand equity is the added value endowed on hospitals and services, which may be reflected in the way patients and relatives, think, feel, and act with respect to the brand. 9/24

10. Brand Knowledge Knowledge Thoughts Experiences Beliefs Images Feelings 10/24

11. Advantages of Strong Health Care Brands Improved perceptions of hospital’s performance Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger margins More inelastic consumer response Greater alliance cooperation Increased marketing communications effectiveness Possible expanding opportunities 11/24

12. Key Components Differentiation Energy Relevance Esteem Knowledge 12/24

13. Brand Dynamics Pyramid Presence Relevance Performance Advantage Bonding Strong Relationship Weak Relationship 13/24

14. Brand Resonance Pyramid

15. Drivers of Brand Equity Brand elements Brand marketing activities Brand communications Brand symbolic meaning Brand emotional association 15/24

16. Brand Elements Elements Expression Brand names Brand names Positioning Logos Values Personality 16/24

17. Internal Branding Choose the right moment Link internal and external marketing Bring the brand alive for employees Brand alignment Brand culture 17/24

18. Secondary Sources of Knowledge about Health Care Brands 18/24

19. Measuring Brand Equity Brand Audits Brand Tracking Brand Valuation 19/24

20. Managing Brand Equity Brand Reinforcement Brand Revitalization Brand Crises Management 20/24

21. Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name combo 21/24

22. Reasons for Brand Portfolios Increasing market segments with different positioning and unique features Attracting patients seeking varietyIncreasing internal competition within the firmYielding economies of scale operationA part of growth strategy 22/24

23. Brand Roles in a Brand Portfolio Flankers Low-end Entry-level High-end Prestige Cash Cows 23/24

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