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Branding Health Services: Defining Yourself in the Marketplace
Gil Bashe, Nancy Hicks, Amy Ziegenfuss
ISBN-13: 9780834211759
ISBN-10: 0834211750
$99.95 (Sugg. US List)
Hardcover
250 Pages
© 2000
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Contents: Introduction * From Ben Franklin to Branding: The Evolution of Marketing of Health Service Marketing * Branding and Beyond: Emotion and Reputation Management in Health Care * Consumers' Use of Brands: Implications for Health Care * The Fundamentals of Identity, Image, and Brands * The Cleveland Clinic: Protecting and Enhancing A Power Brand * Branding an Academic Medical Center: A Case History * Leveraging Scientific Discoveries to Further Brand Recognition * Protecting Brand Equities Post-Merger * Scripps' Branding Story: A Step by Step Account * The Children's Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital * Women and Heart Disease: Building a Service Line Brand * The Evolution of a Health Care Brand * The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization * Lessons Learned and the Future of Branding in Health Care
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