FOR IMMEDIATE RELEASE
May 15, 2007
CONTACT: Molly James-Lundak
Healthcare Branding Group, Inc.
312/334-4506
NATIONAL STUDY AMONG HOSPITALS REVEALS NEW THINKING ABOUT THE VALUE
OF BRANDING
The Changing Hospital Landscape 2007: A Study of Differentiation
and Competition
Provides Insight to Help Hospitals Compete
CHICAGO (May 15, 2007) – Healthcare Branding Group, Inc. (HBG) released
findings today from a recent survey conducted with senior-level executives
from hospital organizations across the country. In an industry that has often
achieved market share by proximity to its clientele, the results show that
a range of new competitive factors are driving the need for explicit differentiation
across all elements of hospitals’ organizations.
Key findings include:
- Seventy-seven percent of survey respondents
believe that a powerful brand can be a differentiating factor
for a hospital and an instrument to achieve their growth objectives.
However, only 13% of respondents believe they have successfully
differentiated their hospital from the competition.
- The top three competitive threats for hospitals are physician
practices, specialty outpatient clinics and marketing investments
of competing hospitals and healthcare facilities.
- The top three objectives hospitals are focused on to address
competitive pressures are expansion and renovation projects,
recruit and retain staff, and improve services and product offerings.
"The survey results
reinforce the idea a brand’s role in a hospital
must be elevated from its traditional position as a communications
tool or tactic to a driving force that draws its power from the organization’s
vision and internal assets,” said Jeffrey A. Nemetz, principal and co-founder
of HBG. “It’s a powerful concept that can act as a catalyst to
help win the war for talent, achieve differentiation as perceived
by the marketplace, and create a positive consumer experience with
each hospital visit.”
HBG initiated the survey in order to provide hospital leadership
with answers regarding competition and differentiation in today’s market.
By taking a snapshot of the hospital provider sector and its perceptions
of competition, objectives for addressing competitive pressures and
beliefs regarding the drivers of public and medical community perceptions,
the survey results provide important insights into how hospitals
can achieve differentiation and deflect competitive threats.
The complete
report, The Changing Hospital Landscape 2007: A Study of
Differentiation and Competition, can be found online at www.healthcarebranding.com/landscape.htm.
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About Healthcare Branding Group, Inc
Healthcare Branding Group, Inc.
{HBG} is a global strategy firm that has focused exclusively within
the health sector for more than 20 years, helping leaders develop
and apply new brand strategies that grow their businesses and improve
the health of people across the globe. Working with organizations
large and small to align their vision, their business and their brand — including
operations, culture, communications and more — we have completed over
300 successful engagements across the healthcare landscape. For more
information visit www.healthcarebranding.com.
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