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Branding Health Services: Defining Yourself in the Marketplace

Author(s): Gil Bashe
Nancy J. Hicks, Senior Vice President, Ketchum, Inc., Washington D.C.
Amy Ziegenfuss
Details:
  • ISBN-13: 9780834211759
  • ISBN-10:0834211750
  • Hardcover    250 pages      © 2000
Price: International Sales $128.95 US List
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Overview

Branding Health Services is the first book to explore how to create, protect and enhance brands in the health service industry. Readers 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.

ShowTable of Contents

Contents: Introduction * From Ben Franklin to Branding: The Evolution of Marketing of Health Service Marketing * Branding and Beyond: Emotion and Reputation Management in Health Care * Consumers' Use of Brands: Implications for Health Care * The Fundamentals of Identity, Image, and Brands * The Cleveland Clinic: Protecting and Enhancing A Power Brand * Branding an Academic Medical Center: A Case History * Leveraging Scientific Discoveries to Further Brand Recognition * Protecting Brand Equities Post-Merger * Scripps' Branding Story: A Step by Step Account * The Children's Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital * Women and Heart Disease: Building a Service Line Brand * The Evolution of a Health Care Brand * The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization * Lessons Learned and the Future of Branding in Health Care
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ShowAbout the Author(s)

Gil Bashe

Nancy J. Hicks-Senior Vice President, Ketchum, Inc., Washington D.C.

Additional Titles by this Author

Amy Ziegenfuss

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ShowReviews

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    “Branding Health Services: Defining Yourself in the Marketplace…will allow even the branding novice to feel more at ease contributing to marketing decisions…The fundamental discussion that this book provides about what branding is, how it works, and ways it can be improved can be a great asset to healthcare financial managers seeking to contribute to the branding strategies of their organizations.”

     

    --John P. de Koff, FHFMA, CMA

    Healthcare Financial Management, July 2002

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