What’s In A Name? Evidently A Lot.

The health care field is seeing lots of rebranding. That shouldn’t be surprising because the market landscape of the field is changing, along with the marketing fundamentals. The value chain—and all the roles in the field—are shifting. Competitive advantage, both in getting consumer referrals and in signing preferred contracts with health plans, is being defined on different factors.

“Brand” can seem to be a bit of an elusive concept, but it is fundamental to marketing and revenue growth. For a working definition, our team at OPEN MINDS considers branding to be the act of controlling how your . . .