Identity Crisis
eBook - ePub

Identity Crisis

Health Care Branding's Hidden Problems and Proven Strategies to Solve Them

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

Identity Crisis

Health Care Branding's Hidden Problems and Proven Strategies to Solve Them

About this book

Identity Crisis: Health Care Branding's Hidden Problems and Proven Strategies to Solve Them

The inside story on avoiding the pitfalls andmastering the craft of healthcare branding.

Whether it’s a pain reliever for a headache, a life-saving operation, having a baby, or just a routine checkup, everyone in the developed world is touched by the healthcare industry in one way or another. As vital as thisindustry is to us all, branding expert Vince Parry sees fundamental problems first hand in the way healthcarecompanies and their advertising agencies market health and wellness brands. Identity Crisis highlights themany missteps, misnomers and missed opportunities for some of the biggest healthcare brands of our day, and offers solutions for avoiding these problems in the future. Among many observations, this book points out:

• The problems of using consumer-goods branding techniques in healthcare

• The ways that illness changes how we define ourselves and make brand choices

• The pervasive fallacy that doctors aren’t influenced by healthcare marketing

• The enlightening power of branding or rebranding illnesses to defuse their stigma

Bringing over 30 years of expertise to bear, Vince Parry has written nothing less than the definitive book onhealthcare branding: what to do and—just as importantly—what NOT to do for anyone involved or interested inan industry that is at the center of our lives.

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Yes, you can access Identity Crisis by Vince Parry in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
The Parry Branding Group
Year
2017
eBook ISBN
9780997857405
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover Page
  2. Praise for Identity Crisis
  3. Title Page
  4. Copyright
  5. Dedication
  6. Table of Contents
  7. Acknowledgments
  8. Preface
  9. Chapter 1: What healthcare branding wants to be if it grows up
  10. Chapter 2: Branding is poorly branded
  11. Chapter 3: Medicines aren’t soft drinks. Hospitals aren’t hotels
  12. Chapter 4: The hidden problem of customer identity
  13. Chapter 5: Neglecting physicians’ unique identities
  14. Chapter 6: Identifying the enemy: How branding health conditions can help us defeat them
  15. Chapter 7: The Goldilocks Process part 1—Discovery: Avoiding identity crises in branding research
  16. Chapter 8: The Goldilocks Process part 2—Convergence: Avoiding branding strategy’s multiple personality disorder
  17. Chapter 9: The Goldilocks Process part 3—Brand experience design: Dressing for the job your brand really wants
  18. Chapter 10: Brand architecture and the crisis of delay
  19. Chapter 11: Branding the healthcare landscape
  20. Back Cover