Not My Hospital — How to Win at Rebranding Against Resistance
Chance are, at some point, you will face the challenge of a rebrand, whether due to a merger or acquisition or because the CEO wants a "big change." When it happens, you may wrestle with daunting challenges, including developing a brand architecture, creating a brand positioning, and "selling" the new brand to leadership, employees, physicians, and consumers with strong emotional attachments to the way things were. Learn how two different organizations "SCL Health System and The University of Vermont Health Network " innovatively addressed these issues, and how each one emerged as a strong, dynamic, and successful brand.
Members, to view this protected content, log in above.
Related Resources
On-Demand Educational Webinars
This presentation demonstrates how Piedmont’s outstanding digital front door platform creates a patient-centric, hassle-free experience that will…
On-Demand Educational Webinars
In this session, you will hear about ways that providers like Mayo Clinic work to capture those prospects and returning patients. We will review…
On-Demand Educational Webinars
Join this discussion to learn how to activate both active and passive consumers, and nudge them to take the best next action when and where they…
Guides/Reports
This report offers key considerations drawn from the forum of expert panelists who are effectively planning ahead to facilitate financial recovery…
Sponsored Webinars
In this educational webinar, convergent TV experts will share new techniques in reaching health care audiences precisely and cost-effectively. Dive…
Advisory
Principles and Practices for Marketing Communications in Hospitals and Health Systems is SHSMD's guide to ethical marketing, published in 2010. As…