Rewriting Health Care’s DNA: Rebecca Onie at TEDMED 2012
Once a year, TEDMED hosts a conference where innovators and fresh thinkers from all over the globe come together to discuss the future of health care and medicine. We are pleased to share that Rebecca Onie, Co-founder and CEO of Health Leads, will be hosting a panel at the conference this year, which will be held in Washington, D.C. from April 10-13. Health Leads, formerly known as Project Health, is an organization that has set out to change the lives of low-income families by addressing the non-medical factors that influence health. As a result, these families can lead healthier and more sustainable lives. By enlisting the help of college-aged volunteers, Health Leads has been able to change hundreds of lives.
We had the pleasure of working with the organization directly when they were looking to expand nationally. Together, we helped them to re-build their brand around one critical mission: connecting patients to the basic resources they need to be healthy. Last year we produced a documentary short, An Innovative Prescription for Better Health, which highlights the valuable contributions Health Leads has made to the world of health care.
Pharma companies are especially active when it comes to corporate social responsibility (CSR). According to The Foundation Center’s “Key Facts on Corporate Foundations” Report, the pharmaceutical industry held the second largest share of corporate foundation giving (at 15.2%) in 2009, surpassed only by the banking and financing industry (at 21.6%).
Hospitals today are investing billions of dollars: purchasing, acquiring, merging, integrating, upgrading, all with the goal of improving patient care at an affordable cost. But to get the most out of these investments – to connect with patients, healthcare professionals, and the communities they serve – hospitals must invest in, and leverage, one of their most important business assets: their brand.
What is brand behavior? Simply put, brand behavior is how your brand interacts and reacts with real customers in the real marketplace. While your positioning statement may say one thing about your values and strengths, truly demonstrating them is another matter.
A missed opportunity
Picture this. You’re sitting at your desk flipping through a…