Marketing Health Services: Fall/Winter 2013

handheld heart 

A New Brand for a New Era

Refocusing health care on the healing power of humanity … and promoting more connection in the world, too.

The End of the Ampersand 

Aligning affiliations in the name of brand unification isn’t always easy. Here’s how a Florida-based health care system’s rebranding campaign helped distinguish its future from its past.

Closing the Gap

​Grassroots media and consumer outreach help African-Americans arrest their heart risk
BCBS bold 

One Bold Move After Another

The art of using consumer-driven strategies to help combat negative customer perceptions, restore brand trust and revitalize relationships transforms how one insurance company does business.
editorial board analysis

Editorial Board Analysis

Priorities for 2014

What are your marketing and communications priorities for next year? How has health care reform impacted your strategies?
Diane Gage Lofgren 

Knowledge Base

10 Minutes With ... Diane Gage Lofgren

As the chief communication officer and the senior vice president of brand communication at Kaiser Permanente, the nation’s largest not-for-profit health care organization,Diane Gage Lofgren helps lead the brand’s positioning among consumers and key stakeholders. ​​
A new role

​Strategic Insights

A New Role

​Marketing and communications departments are stretching their roles by becoming increasingly more involved in community health
the art of documentation

Executive Perspective

The Art of Documentation ​ 

How MemorialCare Health System documented quality standards to improve patient care