Insight

People in marketing love to herald the death of this and the death of that. It’s linked partly to an obsession with the new and partly to a need to replace the old, which those responsible don’t sell, with the new, which they often do. They’ve worked through the death of TV, advertising etc and now it seems to be the turn of branding itself.

The death of branding is a nonsense and anyone suggesting it may well understand what they are selling but they don’t understand branding.

Healthcare branding is the same as any other type of branding and if anyone tries to tell you otherwise it’s time to walk away. Of course healthcare is special and so are the people involved in delivering it, however why would you abandon core branding principles that work for everyone else for no good reason? Here is what matters in healthcare branding.

Healthcare branding is the same as any other type of branding and if anyone tries to tell you otherwise it’s time to walk away. Of course healthcare is special and so are the people involved in delivering it, however why would you abandon core branding principles that work for everyone else for no good reason? Here is what matters in healthcare branding.

As business owners and managers we know that pulling the right levers at the right time is important and we all have them to pull whatever our role. However the intention comes before the action and that is what we are interested in here.

Everyone understands the concept of a ladder. You start at the bottom and work you way up, rung by rung to reach your goal. That might be a light bulb that needs replacing, a bookshelf that needs reaching or (horror of horrors) a gutter that needs cleaning. There is another kind of ladder though. If you haven’t heard of the concept of the customer benefit ladder then you are about to learn something useful.