Five essentials when merging health care brands
The proper chemistry will be paramount for success. So, make sure you know what you’re doing, and encourage cooperation from all concerned.
Show a little respect (OK, a lot).
Community hospitals are usually just that—part of the community. Moving your brand into their neighborhood takes a considerate, even humble approach. So before you start plastering logos on buildings, billboards, and buses, take time to inform the community about your new relationship with their hospital.
Like any good relationship, respect goes a long way. Embrace the hospital’s history, and explain how it will shape your collective future. Market the technical and practical advantages you bring, but emphasize the core values you share with the local hospital as well. Be sure to show that you’re not taking over, but rather partnering with the community to build on past success.
Key takeaway: Respect the local hospital’s roots, and your brand will grow naturally into something the community can trust.
Don’t guess. Ask.
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