Newsletter: The Hospital as a Brand
The Hospital as a Brand
27th September 2019
The authors examine the process involved in creating a strong brand and the advantages that this can bring to an organisation and in particular hospitals by enabling them to establish a significant and distinguished position against their competitors.
In manufacturing, retailing and the service sector, it is indisputable: in order to achieve a sustainable competitive advantage, the value of brands far exceeds that of total assets as established by conventional accounting procedures. This value also exceeds the potential “power of capital” and “market share.” Brands are particularly significant in dynamic markets characterised by disruptive innovations (digital health, precision medicine), information asymmetry between customer (patient) and supplier (doctor), quality claiming demand, governmental legal interventions and serious financial limitations. Read More