DISTINGUISHING YOUR ORGANIZATION

Healthcare organizations often lack a consistent brand among consumers, physicians, patients, payers, and other stakeholders. The organization’s offerings may be perceived in ways inconsistent with their true mission, vision, and values. Likewise, donors are more likely to give to an organization with aligned values. 

Brand positioning has moved past commercial companies, not-for-profit organizations need to promote a special brand to their communities. A well-defined brand helps a health system increase awareness and communicate value, all of which impact the bottom line.