Healthcare CMOs have a valuable ally when seeking to justify their marketing budgets. In a word, their brands.
According to a recent article in Modern Healthcare, revenue shortfalls in regional health systems are acute due to COVID-19. One of the recommended remedies to this financial illness is to diversify sources of revenue. There is no
Your Brands are your #1 Most Valuable Asset
In the COVID-19 world, revenue and profit margins are down and competition is fierce. Now is time to identify and leverage more value from the the #1 financial asset on your books: your brand.
A hospital’s brand is not merely its name, but an indicator of source
Healthcare brand valuation remains a high priority to healthcare organizations during COVID-19. The first step is to understand the inherent value of the intellectual assets that comprise your brand.
Brand assets defined. Brand assets consist of a healthcare organization’s creative output, each component of which holds economic value. Just like real estate, automobiles, jewelry, or
Health trademarks are of vital importance to the value of healthcare brands. A recent study by Healthcare Global revealed that CVS Health was ranked the top healthcare brand in the United States based on revenue, with annual sales of $139.4 billion. Yet the availability of a health trademark for registration and use is never guaranteed.
It has been estimated that over the next decade, the United States will have 8-10 national health systems and approximately 150-200 regional systems. Due to the fast pace of acquisitions and mergers, only 20%-25% of hospitals will remain independent.
When a hospital rebrand is being considered, legal issues arise that could have serious implications to
A proper trademark search should be the starting point of any healthcare branding campaign.
A trademark is any name, symbol, or slogan used in connection with the marketing of goods and services. Trademarks, also known as brand names, serve to differentiate the goods and services of one company from those of its competitors. In the