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Healthcare Reform: beyond Quality and Cost Cuts: The Brand
| Guest post by: Candace Quinn |
Article Overview: Many organizations are focusing, appropriately so, on cost containment and cost/quality performance measures. These will be the ticket to play in healthcare reform. Others are building Accountable Care Organizaions. All appropriate activities. The Winners in Healthcare Reform are also in the process of establishing meaningful, valuable, recognized Healthcare Brands to appeal to those growing numbers of insured under the reform measures. The time to begin is NOW!
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Free Download - Healthcare Reform: beyond Quality and Cost Cuts: The Brand By Candace Quinn |
Healthcare Reform: beyond Quality and Cost Cuts: The Brand
On March 23, 2010, Congress put into place the 1,000-page piece of legislation PL111-148, known more popularly as Healthcare Reform. While there are thousands of regulations, rules and details to come, this white paper will focus on the aspects of that legislation that will result in unprecedented market growth as never-before-seen numbers of people gain access to health insurance. The legislation provides for mandated insurance coverage and broadens access to Medicaid across the board during 2014-2017. Using Massachusetts as a bellwether, some models show two-year growth in the numbers of insured to range between 3-4%. The 2008 statewide-uninsured rate in MA has fallen to a record low of 2.7%. (Sg2 presentation 7/28 ABTF) Today, hospitals are focused on preparing for the financial reality of declining reimbursement rates that will accompany this expanded access. Cost and quality measures of performance are expected to be such that if you do not meet or exceed the measures, you may not be able to participate...call these the ticket to play. So while this focus is certainly prudent, it is also time to assess the strength and position of your brand.
Winning organizations under healthcare reform will not only be lean, efficient, and have predicted quality outcomes, but they will also have strong, relevant, recognized brands for those key profitable services placing themselves in a position to demonstrate value and relevance directly to the insured consumer.
2014 is out there...what's the rush?
While 2014 feels like ample time to worry about branding after the reform dust settles, be advised that you may need every day of those 36 months to discover, design, develop, deploy and display (the 5D's of brand positioning) a brand strategy and activation that will put your organization in the Brand-of-Choice position for those targeted critical service lines that will generate the profits you will need to succeed in a reform era.
The typical timeline for deliberate brand activation can take 18-36 months, depending upon the life cycle of the brand, the consistency of the brand promise delivery, the position in the target market, and the integrity/consistency of the messaging in support of the position.
Many factors can contribute to the time required, and full discussion of these parameters can be found in my article, The 5D's of Brand Strategy Creation.
The key to any organization's success, whether you do this organizationally or by critical service line, is you must begin now. For help starting your work, contact Candace Quinn at Brand=Experience. See if your organization needs a Brand Check.
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About the Author: Candace Quinn RSS for Candace's articles - Visit Candace's website Ms. Quinn is a nationally known, Healthcare Brand Strategy consultnat and has over 25 years experience in the senior and chief marketing role for major health systems and hospitals around the country. As an early pioneer in the field of healthcare marketing, she has developed competitive strategies for small stand alone hospitals as well as major academic medical centers: for systems as small as two hospitals to regional systems as large as 9 hospitals; for integrated delivery networks with annual revenues of $1Billion to ones with revenues in excess of $2Billion. Additionally, she has consulted with numerous hospitals, including serving as an interim CMO, reviewing the marketing operations for 42 hospitals in a large integrated delivery system, and conducting marketing assessments, market assessments, and brand assessments. Among her accomplishments while serving these organizations is the successful launch of several integrated brand strategies. Using a disciplined, inclusive approach, she has helped organizations successfully identify their competitive brand position, articulate that brand promise, and create award winning advertising strategies embraced by employees, physicians, management and trustees to launch the same. Candace is a frequent speaker and an experienced facilitator. She received her Masters in Management from Kellogg Graduate School of Management and holds an undergraduate degree in business administration from Rockford College. Learn more about Candace and her consulting firm, Brand=Experience at www.brandequalsexperience.com. Take a look at her product BrandCheck and see how she and her team can help you position your organization for Healthcare Reform. Click here to visit Candace's website   Is it Time to RETHINK your marketing organization Healthcare Reform beyond Quality and Cost Cuts The Brand Has healthcare advertising gone too Far Healthcare Marketing in a Down Economy Healthcare AdvertisingEmotional v Rational |
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