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A Marketer’s Guide to Brand Strategy: Advanced techniques for healthcare organizations prresented on May 29, 2008
Differentiate your healthcare organization
Though most hospitals have adopted a brand strategy, many struggle with key issue of effective implementation such as gauging an existing brand, identifying key participants in developing a strategy, and measuring ROI. To differentiate your healthcare organization in a competitive marketplace you must go beyond the basics and make branding part of your overall business plan.
Break down internal barriers
During this 90-minute program, our speakers will address the most common internal barriers to creating a brand strategy, including physician alignment, education and team-building, and finding the right partner to help you succeed. They’ll discuss, in advanced terms, the challenges faced when creating and implementing a successful brand strategy.
LEARNING OBJECTIVES
By the end of this program you and your colleagues will be able to:
- Avoid common branding pitfalls
- Achieve buy-in from leadership and staff
- Identify key internal participants
- Better understand the universal principals of brand strategy
PROGRAM AGENDA
- Key issues of branding healthcare
- defining brand strategy
- timing expectations of developing a brand strategy
- Identify internal participants
- purpose/scope of brand strategy development team
- The role of leadership
- the role of physicians
- Gauge your current brand
- why this is important
- traditional methods: community perception surveys, focus groups
- one-on-one interviews, metaphor-based interviews
- Develop core elements
- the brand promise, brand attributes, and more
- the collaborative process
- six criteria for evaluating core elements
FEATURED SPEAKERS
Chris Bevolo, Partner, Director of Client Strategy, GeigerBevolo Inc. Chris is founding partner and president of GeigerBevolo, Inc., a healthcare branding firm in Minnesota. For 17 years he has led the development of brand strategies and campaigns, patient experience strategies, and marketing campaigns for healthcare clients. He is the author of the 2008 book A Marketer’s Guide to Brand Strategy: Advanced techniques for healthcare organizations, as well as numerous articles and white papers.
Angela Stefaniu, Vice President, Marketing and Business Development for Northwest Community Hospital, Arlington Heights, IL. In her current position, Angela is responsible for the organization’s brand strategy, new business development initiatives, internal and external marketing communications, public relations, community outreach programs, physician and service referral programs, the organization’s public Web site, and healthy aging services.
Tom Comes, Director of Marketing and Public Relations, Borgess Health, Kalamazoo, MI. Tom oversees all marketing and communications for southwest Michigan’s largest health provider, which is anchored by the 424-bed Borgess Medical Center. His association with Borgess began 24 years ago serving as account supervisor. With more than 20 years in the agency business, Tom has worked on a variety of business-to-business, consumer, retail, and healthcare accounts.
WHO SHOULD ATTEND?
Healthcare professionals interested sound business strategies to successfully brand their healthcare organization and take their organization’s branding efforts to the next level. Specific titles include:
- Marketing directors, VPs of marketing, and marketing professionals
- C-suite level executives
- Marketing and advertising consultants
New Purchase Option-- WEBCAST ON-DEMAND
In addition to the regular purchase option for HealthLeaders Media webcasts- CD - we are pleased to offer a new option, webcast on-demand. When you purchase a webcast on-demand you will be able to view the program any where and any time by logging into your account on www.HealthLeadersMedia.com. It's also a perfect training tool for new staff or as a refresher for veteran sta
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