Branding Sustainability in Healthcare
By Janet Brown, EDAC
Published September 12, 2012
What is a brand? More specifically, what is your brand? Your marketing might articulate a brand promise in its logo, tag line, advertising, and other endeavors.
But the promise, the essence of the brand, is delivered person to person. Every interaction by every employee, physician, and volunteer across the continuum of care is the fulfillment (or not) of your brand promise.
The sum of all these interactions is the lasting impression, and the perception of your patients, your community, and everyone who works within your organization defines the brand.