Building and leveraging brand equity to drive new business is the topic of a session that I’ll be co-presenting with Sue Reimbold, SVP for marketing and communications of the American College of Chest Physicians, at the upcoming SHSMD conference in Chicago. In this session, we’re going to discuss healthcare organizations that have recently overhauled their brand strategies, and the methods they employed to drive brand alignment across diverse business units, clinical operating systems, new business development initiatives and marketing investments. We will share the steps undertaken by health systems to create a distinct brand value proposition, strengthen brand identity, and drive new business growth from a core positioning strategy. And illustrate the impact of these new strategies on volume, revenue, market share and overall competitive performance.
Here’s a brief outline of the session:
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Escalating competition and rapidly restructuring markets require new approaches to brand leadership
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Brand relevancy in the era of accountable care, expanding service portfolios, strategic partnerships, digital and social technologies
- Building the business case for repositioning health system brands
- Driving to a relevant, differentiated brand value proposition
- Beyond brand identity: brand activation by design
- Organizing the effort and getting everybody on board
- Aligning services, systems and processes
- Proving it works: measuring brand performance
I look forward to seeing you at SHSMD Connections 2013 in Chicago. Just let me know if you would like a copy of our slide deck.
2013 SHSMD Connections
Sheraton Chicago Hotel and Towers
September 29 – October 2, 2013
Extreme Makeover: Transforming a Brand to Drive Growth and Innovation (Karen Corrigan, Sue Reimbold)
September 30, 2013
2:15 pm to 3:15 pm
Chief Marketing Officer 