3 Fundamental Branding Questions

Brand identity has long been undervalued in health and human services, where many nonprofit provider organizations have assumed their mission, qualified staff, and a broad array of services “speak for themselves.” That assumption was not entirely incorrect in a market dominated by third-party referrals and payer-directed decisionmaking. Brand differentiation was simply not a strategic priority.

That market no longer exists.

Today, more consumers exercise choice directly through consumer-directed health plans and out-of-pocket (OOP) payments. Even when referrals do guide care decisions, referring clinical professionals often take consumer preferences into account. This shift dramatically elevates the . . .