Brand Stamp
August 2, 2015 Comments Closed

Healthcare Brand AA&U Study

To Rebrand or Not to Rebrand?

 

Challenges

A large hospital in a top 5 market acquired a prominent specialized medical practice. They wanted to understand awareness and attitudes towards the medical practice within the regional market area. They also wanted to determine how the hospital system and medical practice might be impacted by the acquisition.

 

Insights

checkboxes Awareness of specialized medicine practice was very low; however, attitudes and perceptions toward the medical practice were very positive when compared to competitors.

checkboxes Awareness and perceptions of the hospital system were very high.

Impact

The client, equipped with the survey data, used their website to educate sufferers and dispel the myths surrounding rebranding the medical practice under the hospital brand.

Recommended communication to amplify how the acquisition complements the hospital’s excellent service levels and enhances the specialists’ capabilities.

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