What is the Equity of your Hospital Brand?

• How much value does your brand have?
• Does your brand name make any difference in the minds of your customers?
• How do you measure brand equity?

Brands like Coke, BMW, IBM, GE, and others have tremendous equity as do health care brands such as Johnson & Johnson, 3M, and Blue Cross Blue Shield. How do you measure the impact of a brand? A strong brand brings good will, trust, tradition, and confidence. Brands also signal to consumers a sense of the products and services offered.

What about hospitals and health care systems? How good is their branding? So often, hospitals are named for geographical areas, after famous individuals, or have names that are simply developed by accident. Is branding that important to a hospital? Most hospitals have done a relatively poor job of differentiating their brands and have relied on geographical differentiation to sustain themselves. However, the great health care institutions have focused on key services and reputations that transcend geographical areas and have developed a history of excellence. In short, hospitals with great brands are ones that stand for something different from competitors and separate themselves in ways that are relevant to those who use their services.

Cooper offers a research program that uncovers the appropriate core, tangible, and augmented dimensions of hospital's image and services. The purpose of this research program is to help hospitals identify and develop brands that effectively connect with consumers and create value in the minds of their constituents. Also, this research can be used to create differentiation. That is, how is your hospital different from others with whom you compete?

How strong is your brand?

Call Cooper Research today at 513-489-8838 and let us give you the information tools to develop a brand that has lasting value.

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