Health Care Industry Branding

Stronger Together: How Brand Drives M&A Success

According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…

The Brand Supplement: When Hospitals Invest, Branding Improves ROI

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.

B2B Branding in the Age of Customer Experience

Forrester researchers published a report about a new customer-centric era in business. As part of DeSantis Breindel’s ongoing relationship with Forrester, we’ve reviewed the report to summarize key findings for our readers — and offered our own analysis about what this change means for B2B brands. 
Customer experience is king
Over the past…

Is Your Brand Disruptor-Proof?

It’s not easy being a market leader, or even an established player, these days. Once upon a time, if you had a dominant market position you could count on holding the lead for years, if not decades. Pesky start-ups might nip at your heels, but it would be years until they had the…

Building a Healthcare Technology Brand Experience Online

When we conducted external interviews as part of our work developing the Zelis Healthcare brand, one thing became clear: the healthcare payer and healthcare provider clients who worked with Zelis were obsessed. Not with the healthcare payments technology that got doctors and other providers paid more quickly. Not with the healthcare-claims integrity services that…

Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing hands-on, high-touch, over-the-top customer service. Branding around this level of service was a no-brainer, right? Well, maybe not. The company was preparing to go public. High-touch service is a…

Why Purpose Matters for Growing Companies

In business, growth is more than important – it’s essential. But chasing annual revenue and profit goals, whether by building upon existing relationships or expanding into new markets, can sometimes come at the expense of a company’s core position in the marketplace: its brand.
A shared purpose after extending offerings
We recently partnered with…

Introducing The Best New Addition To Your Sales Force: Clients

We recently partnered with a health care cost management company looking to redefine themselves in an industry fraught with systemic change in reimbursement models, regulations, compliance and more. Their customers were struggling to stay above water through all of this dynamic change and relied on strong vendor relationships to ensure business continued to function efficiently…

Healthy Investments: Why Hospitals Need to Spend to Save

Hospitals, facing the need to provide quality care to more people at an affordable cost, are changing business strategies, striving to stay competitive – and solvent – as they encounter rapidly changing regulations. The Affordable Care Act is certainly one key factor driving the need for hospitals to invest in new technology and infrastructure while reducing costs…

To Drive Growth, Benefits Consultants Must Rethink Their Brands

The benefits consulting industry is at an interesting inflection point: with the unrolling of the Affordable Care Act and the extension of services to include private health care exchanges, the sector is rapidly expanding, growing in both size and complexity. From a brand strategy perspective, this creates an interesting challenge, and opportunity. After all, firms…