Capital Health: Brand Leadership

In Naomi Klein's article New Branded World, she states that a brand is "the core meaning of the modern corporation"1. This is because during the 1940s "there was a burgeoning awareness that a brand wasn't just a mascot...the company as a whole could have a brand identity or 'corporate consciousness'."2 As a result, agencies shifted their attention away from individual products and services to a psychological examination of what brands mean to people and their culture. However, due to

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Instead of an “us” versus “them” mentality, an effective business model incorporates alliance and engagement of the staff and physicians (Roberts 2015). The uniting element, the brand promise, allows employees and physicians to join the healthcare organization in promoting a sense of shared values and mission to healthcare consumers. An effective or strong brand creates a sense of belonging, attracting physicians and employees towards a solid brand, creating a highly motivated workforce of healthcare providers. In addition, physicians typically aspire to be the best in their specific field of experience. When healthcare organizations promote excellence with a strong brand, physicians will migrate to become a member of the organization, allowing for fulfillment of professional potential (Roberts 2015). For example, Huntsville Hospital Health System strategically branded the providers and facilities as top in the country with various modes of certification and accreditation such as Blue Distinction, Top 100 in Spine Surgery, Top 100 Best Places to Work, advanced technologies, and Joint Commission Accreditation creating an attractive, appealing environment for physicians and people wanting to work in such an environment. Consistent communications between a healthcare organization, employees, and physicians excels with an active branding strategy (Caramenico 2012). Allowing employees and physicians to engage as participants in the brand BLAH BLAH refines brand to other An illustration of a billboard advertising a cardiac physician, top rated heart hospital program all branded with the healthcare organization brand provides recognition for multiple stakeholders all encompassed under one brand

Different targeted audiences have different perceptions, preferences, and needs. The healthcare marketer needs to devote significant attention to branding throughout both changing environments (Fortenberry, 2010, p. 77).

Brand as defined by Richard Thomas is the concept involving a name, symbol, or other identifier used to identify a seller’s goods and/or services and differentiate them from similar goods and/or services offered by competitors (Thomas 265). With the continuous growing competition amongst healthcare in today’s society, many healthcare services have turned to branding, creating a brand for a company, service, or product, in strategic that aim at establishing themselves as the brand leader in healthcare. Located throughout the region of New Jersey and Eastern Pennsylvania there are several healthcare agencies fighting for this spot but there is one that stick out amongst the rest, Capital Health. With two main hospitals and several primary care

A well planned marketing and branding tactic will offer a course of action for the maturity of an effective marketing campaign. A hospital’s marketing and branding strategies are key components of consideration in the development of all encompassing marketing plan. Mercy Health Systems and Crozer-Keystone Health Systems have both successfully marketed themselves in the community as outstanding health care providers. The purpose of this paper is to discuss the different strategies used by Mercy Health Systems’ and Crozer-Keystone Health Systems’ to actively market their organizations.

The purpose of this research is to communicate the importance of a strong brand for a non-profit organization (NPO) that specialize in community health. A strong brand is critical in building operational capacity, to galvanize support and maintain the NPO’s social mission to improve health outcomes for all within our community.

When I started semester two of leadership skills this is what I asked myself constantly. What is my brand and how cold it help me? My personal brand statement is a little description of who I am and what makes me stand out from everyone else. But what does it mean? In the lesson they tell you that when people see you or get a message from you or even when your name pop up on their phone when you call certain words and images instantly appear in their head. Now our job is to make sure they a remembering good and positive things about us. My brand statement expresses that; I am an optimistic hard working person who believes that motivation and dedication is the key. When people think of me they think nice, kind, quiet, love and peace. I stand

The logo for Plaza Home Health Services is of poor quality. Consequently, the poorly designed logo has caused a domino effect of poorly designed marketing communications such as their business cards, brochures, and the signage located on the front of the building. To achieve identity, it is important that their logo is in line with their target audience. According to Fortenberry, (2010) identity is achieved through branding activities, with such activities generating logos, product names, slogans, jingles, product packaging, building signage, and related identity vehicles for conveying desired images to target audiences. (p.56) Mangin (2014) states that successful healthcare branding requires a solid, organized commitment to delivering unique standards of consistency through the institution 's products and services. In addition, a healthcare organization (HCO) must differentiate itself from the competition or risk the chance of becoming a commodity, where

First of all, a strong brand can be seen as the condition for organisations to expand products, offer more service, and introduce new products (Chernatony and McDonald, 2003). Secondly, a strong brand can lead to growth marketing communication effectiveness (Keller, 2009). ‘To build a strong brand, the right knowledge structures must exist in the minds of actual or prospective customers so that they respond positively to marketing activities and programs in these different ways.’(Keller, 2003, p. 140) Furthermore, Kay (2005) asserted that the strong brand can be seen as a resource of management, which make brand extension easier and useful to build distribution network. Companies are not treated by the intermediaries (Chernatony and McDonald, 2003). Moreover, companies are comparatively easier to change price if they have strong brands. As Henderson, et al (2003) said, a strong brand can allow for premium pricing even still remain loyalty customers, which help companies to survive in the intensive competitive market.

Henry Ford Hospital in Detroit, is a level one trauma center that is recognized for clinical excellence in cardiology, neurology, orthopedics, transplants, and treatment for cancer (Henry, 2016). Henry Ford Health Systems has over 23,000 employees, and is the fifth largest employer in the Metro-Detroit area, and is also one of the most diverse health systems (Henry, 2016). As part of a successful marketing strategy, health care organizations use branding to promote their vision, and values. Branding is defined as a marketing strategy of creating a name, symbol, or design that identifies a product (Branding, 2016). Branding is a tool that conveys product benefits to customers in the form of names or symbols to which unique and motivating associations are attached (Sanya, Datta, & Banerjee, 2013). Organizations need to develop effective strategies that have purpose, relate to their audience, and positively represent the values of the organization. Services or products provided by a health care organization should be branded in order to appeal to customers’ needs, as well as their desires (Corbin, Kelley, & Schwartz, 2001). According to the article “Focus on branding to attract healthcare consumers”, an active branding strategy can align physicians and staff with the hospital’s identity, as well as their mission, and make communication consistent (Caramenico, 2012). As one of the leading hospitals in the metro Detroit area, Henry Ford Hospital focuses their branding strategy on

To me, a brand leader is a visionary, a team leader, someone who lives and breathes the brand and can take the brand to another level. Research describes brand leadership in a more organizational approach, as the “most widely sold and recognized product in a particular market segment.” (Brand Leadership, n.d.) The brand leader that I’ve chosen to discuss is characterized by both of the above descriptions. As the founder, pioneer, chairman and CEO of Kerzner International Holdings Limited (formerly Sun International) he has received global acclaim for his high-quality, innovative resorts and business acuity. (Sol Kerzner Profile, 2008)

Over the past several decades, branding as a process of differentiating one company, product, or service from another has been central to the business efforts of a wide range of commercial enterprises. Recently, branding has become part of health care, where its function is accepted and its potential benefits desired. However, much of the emphasis regarding brand building is in the area of marketing. Although communications and their inherent promises remain an essential component in brand

Leadership has contributed to managing communication also through that the brand is the image of an organisation that is created through design – giving a cosmetic intention to the public, employees and investor to what a business is. The concept of a brand is a shell that covers expression and free speech for employees. Through analysing the various gaps of a major organisation – which are vision-culture gap, image-culture and image-vision, closing these gaps lets managers understand a “stakeholder’s points of view and needs, the employees perspective and the strategic intent of top management” (Clegg, Kornberger & Pitsis 2011). Brands such as McDonalds and Burger King that “was unheard of it the eighties, setting up kiosks in lunchrooms” (Klein 2000) having brand wars in schools and universities in exchange for undisclosed payments to the schools. Branding has shown unethical practices in people outside of corporations where “student suspended for wearing Pepsi shirt on Coca Cola day” – showing that the level influence that corporations have in educational institutions to which they would punish students due to a situation that does not hurt the brand or anyone else, but sways schools to act in unethical methods to keep the sources of income they gain from supporting brands and corporations.

“A company’s brand is the primary source of its competitive advantage and is a very valuable strategic