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Healthcare Brand Management

We help organizations understand key drivers for effective healthcare brand management.  The most trusted healthcare brands aren’t built by creative logos or clever taglines. Patients and referring physicians move toward brands they find trustworthy; brands that convey a promise they understand and value. A trusted brand is one that all of your customers – patients, referring physicians, employees and donors – will enthusiastically recommend to others.

Healthcare Brand Management

Using our Brand Trust model, healthcare organizations have assessed, repositioned and strengthened their health brands. Growing market share, introduced a new brand or avoiding confusion for newly merged entities, our professionals are versed in research-based strategies to achieve your objectives.

Our Brand Trust model is built upon the empirical observation that familiarly is a key driver of brand equity while decision factors and differentiation establish brands. However, it is also customer experience and trust (as measured by likelihood to recommend) create brand equity.

Our Approach

Healthcare Brand Trust
Our Brand Trust model examines the central elements to creating a sustainable competitive advantage.

To build brand equity, customers must not only know you but place you into a category of service. We call this Brand Familiarity which goes beyond just name recall, but a clear association with particular clinical services.

Once familiarity is attained, customers develop the competitive set, normally on the basis of rational components. These would include clinical service excellence, convenience of location, and even out of pocket expenses.

From there, the competitive set is established, and there are emotional elements from which customers advance their decision making process. These elements are typically associations made with the brand. For example, the level of sophistication, approachability, and robustness.

Among those who have had experience with the brand, we examine elements of satisfaction among both patients and family members. These might include scheduling, inpatient stays, outpatient visits and readiness for at-home care.

Finally, our method explores the extent to which, based on perceptions or experience, the degree to which your target audiences would be willing to recommend your brand to others. Our belief is that this presents one of the highest levels of advocacy – putting their personal brand at risk for recommending you.

Our Tools


  • Provides a quantitative baseline for strategy development and future measurement
  • Satisfies the needs and meets the expectations of your customers and stakeholders (consumers, physicians, donors and internal)
  • Demonstrates your competitive advantage
  • Consistently communicates and delivers a resonant promise
  • Remains true to your organization’s capabilities, core values and heritage
  • Reminds audiences of the brand promise through affiliated locations and organizations

Healthcare Brand Management Resources

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