Differentiating Your Brand with Customer Service
By Catherine Baumgardner, CHG Associate

According to Scott Bedbury in A New Brand World, “branding is about
taking something common and improving upon it in ways that make it
more valuable and meaningful.” In a world where healthcare providers
race to set themselves apart from each other, there’s a tremendous
pportunity to truly differentiate based upon service. The challenge
becomes finding out what the really. Read Full Article

Branding Your New Identity in the Healthcare Marketplace
By Allison McCarthy, CHG Consultant

Branding is a crucial transition vehicle for physicians who are moving their practices to a concierge-based model, or for hospitals that are marketing new VIP inpatient and outpatient services to specific customers. Those embracing this model must re-identify themselves, particularly to existing patients, to demonstrate the value in their new practice approach and justify the membership fee or out-of-pocket amenities expense. Read Full Article

7 Steps to Prepare Your Branding Process
Author: Kriss Barlow, RN, MBA, Senior Consultant

Whether you plan to move through the process independently or with support
from an outsider, some preparatory steps are part of the process.
Read Full Article

A New Brand World, 8 Principles for Achieving Brand
Leadership in the 21st Century
Review by: Cydney Koukol, Communication Strategies, CHG Contributor
Author: Scott Bedbury with Stephen Fenichell © 2003, Penguin USA

Scott Bedbury was fortunate enough to be at two companies where the timing
couldn’t have been better in terms of his ability to make a mark—Nike and
Starbucks. His discussion focuses on the importance of companies truly
understanding what it is that they do or have to offer and a keen sense of the
impact of trends and the public’s or the targeted customer’s view of the
company and/or products offered. Read Full Review