What’s New at Onspire Health Marketing

Brand authenticity comes when you align what you say with what you do.

Consolidation and Integration Require New Brand Strategies for Healthcare Companies

As healthcare industry leaders look to increase efficiency, grow market share, improve outcomes, and meet consumer expectations for health and life services, many are finding solutions through consolidation and integration. Predictably, when organizations join forces, they experience a cultural transformation that affects all aspects of the company, including its brand. At a pivotal time like this, it is essential that leaders skillfully align company culture

April 25, 2017
Picture of triumph on a mountaintop to represent making the ascent from brand challenger to brand leader (healthcare marketing)

From Brand Challenger to Brand Leader

Three Strategies for Hospitals to Take the Lead Like any competitive environment, hospital markets include two key types of players: Brand Leaders – The most dominant or recognizable brand in the market typically enjoys the greatest market share. Also known as a market leader, a brand leader usually drives the largest profit margins, making this spot highly coveted by competitors. Brand Challengers – Challenger brands

December 20, 2016
Picture of boat on the ocean

Three Solutions for Navigating Market Changes in Healthcare

No other industry has seen quite the magnitude of change as healthcare. Today, nearly every facet of the industry is radically transforming as our core business focus shifts from illness to prevention. Providers and vendors are forced to transform their practices as they secure a meaningful role in the industry. As I recently shared in an interview with the Kansas City Business Journal, “It always used

September 1, 2016
Picture of woman reviewing hospital pricing

Taking the Guesswork out of Hospital Costs

The Role of the Marketing Team in Hospital Price Transparency After attending a Kansas City Healthcare Communicators Society (KCHCS) educational session, I began to think more about the role of marketers in hospital price transparency initiatives. Participants at the session joined in a lively discussion about consumer expectations for comparative data on healthcare costs. With many providers supporting price transparency, marketers are seeking additional resources to successfully communicate

July 28, 2016
brand building

Marketing Is Not a Department

Why Healthcare Marketing Leaders Need to Inspire Others in the Organization to Deliver on the Brand Promise When we present a strategic marketing plan to a hospital, for example, we start with a simple statement that has enormous value. It sets the tone for the entire data-driven document: “The strategic marketing plan is a blueprint to support organization-wide growth. It is used by hospital and

April 19, 2016
corporate social engagement

Corporate Social Engagement: What It Means for Healthcare Brands

What do toothpaste, beer, shoes and hospitals have in common? A mission to do good. If you have been watching television or online ads lately, you may have noticed an upward trend of companies infusing corporate social responsibility into their brands. Corporate social responsibility refers to a business practice that involves participating in initiatives that benefit society. However, it is often viewed as a corporate-driven,

March 21, 2016
brand scout+

Ready to Revitalize Your Healthcare Brand? You’ll love this Step-by-Step Checklist

As healthcare leaders and marketers, we all know the importance of a healthy brand – and a healthy brand, like a healthy body, requires maintenance and dedication over time. What you convey about your brand – and what you hope others will embrace about your brand – must always align with the brand experience you actually deliver. To continuously build volume, preference and market share,

February 8, 2016

What is Your Superpower?

Identify Your Competitive Advantage Believe it or not, you do have a superpower. Do you know what it is? That may seem like a silly question, but looking within yourself to identify your core strength is actually very empowering. Most people can put their fingers on their superpowers fairly quickly, with just a little introspection and perhaps a touch of feedback from their peers. However,

December 29, 2015
Brand promise vs. mission statement

What is the Difference Between a Brand Promise and Mission Statement?

For some, distinguishing a company’s brand from its mission statement can be confusing. During brand sessions with clients, someone in the C-suite will usually ask, “Why do we need a brand promise when we have a vision and mission statement?” Given the way we define brand, I can understand the confusion. Both are all about what you do, but their foundations and purposes are not

November 16, 2015
Pro Tip 1: Live Your Brand

Healthcare Branding Series: How to Make the Most of your Healthcare Brand

It’s a new year! If your goal is to improve your hospital or healthcare practice brand this year, we have several tips to get you started on a path to success. This week’s topic is what it means to live your brand. Living your Brand: Why, How, What and Who When you communicate a brand promise, you create expectations – meaning, your brand is much

January 22, 2015