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Posts by Brandactive

We’ve seen it many times. Healthcare providers engaged in mergers and acquisitions embark on the implementation for a rebranding only to get stymied by unforeseen stakeholder concerns. What sets healthcare rebrandings apart from others is that hospitals and health systems face more potential issues because of the number and nature of constituencies involved.

Last week I had the chance to engage with many of North America’s most respected healthcare marketing leaders, at the 2014 Society for Healthcare Strategy & Market Development (SHSMD) conference in San Diego, CA. ‘Patient experience’ was a hot topic and a focus of many conference sessions.

We wrote in a recent blog article on best practices for branded asset management that in our experience, a typical brand transition requires accounting for (and devising a replacement strategy for) hundreds or even thousands of branded assets. (We define branded assets as any physical asset that displays a logo or a company name).

You’re in the home stretch of a company-wide rebranding effort, and all is on track for a successful launch. Many weeks or months ago, you won support for your rebranding strategy. Your creative agency developed your new brand identity and brand compliance guidelines that now guide your marketing and communications efforts. You conducted a detailed inventory and developed a plan for how to manage all your branded assets, and have solid budgets and timelines in place for the cost-effective implementation of your brand. You’ve defined what launch looks like and are ready to engage company members in the brand implementation/rollout phase.

If you’re a marketing executive, you may find yourself tasked with overseeing a rebranding process at your organization. If you’ve got a head for numbers, you’re already ahead of the game, since analyzing and managing rebranding budgets can be complicated and requires an iterative approach. In a previous article, we recommended ways to prepare and present brand implementation budgets to C Suite financial execs responsible for budgetary approval. Here, we discuss the importance of highly accurate cost estimates and share potential sources of funding to enable the professional implementation of your new brand.