If you build it, they will come — How hospitals can build brand loyalty

Description

Abstract: Brand loyalty isn’t just for cereals and electronic devices. It’s also an integral part of marketing health care services in a competitive marketplace. This article explains the strategic importance of branding. It involves a health care provider’s determining what it wants to say about itself and then determining target markets and the best ways to reach them. Branding efforts should be targeted internally, too, to create “brand ambassadors.” A sidebar lists some brand elements that hospitals have used to set themselves apart.