White Papers, October 2009

Engaging Physicians in Brand Activation

by Mike Eaton

In today’s health care marketplace, brands have become a proxy for quality, service and value. In light of this development, many health systems have invested in building their brand. Few, however, have succeeded in creating a durable brand image among consumers that stimulates demand and evokes loyalty. Most have simply created an identity and logo that by itself does little to stimulate growth.

While external forces drive the imperative to build a strong brand, the reality remains that it cannot be done effectively without the active buy-in of integrated and aligned physicians. Health systems without a strong brand will struggle to be relevant in this new competitive dynamic - no matter how good their service, quality and satisfaction scores.