Views

6 Principles to Compete in the Healthcare Ecosystem

The role of brands is expanding rapidly for healthcare decision makers and consumers. While it is increasingly clear that brands powerfully affect how physicians, third-party payers, and health customers make choices, it has often been less clear in the healthcare C-suites just what role brands should play and at what levels of corporate and product strategy. At InterbrandHealth, we believe in bringing the discipline of branding to the business of healthcare. We have witnessed the impact it can have on the bottom line. As we assist our clients in competing in the increasingly complex healthcare ecosystem, we have seen six guiding principles emerge as “must-haves”— key prescriptions for building great healthcare brands. Based on these guidelines, how healthy is your organization’s approach to creating and managing brand value?

While it is increasingly clear that brands powerfully affect how physicians, third-party payers, and health customers make choices, it has often been less clear in the healthcare C-suites just what role brands should play and at what levels of corporate and product strategy. At InterbrandHealth, we believe in bringing the discipline of branding to the business of healthcare. We have witnessed the impact it can have on the bottom line. As we assist our clients in competing in the increasingly complex healthcare ecosystem, we have seen six guiding principles emerge as “must-haves”— key prescriptions for building great healthcare brands. Based on these guidelines, how healthy is your organization’s approach to creating and managing brand value?

For a complete copy of this white paper, please contact Nicole Diamant.

Contributors

Chief Strategy Officer