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James Hastings is an attorney with the U.S. Trademark Trial and Appeal Board practice group of Collen, a leading U.S. intellectual property law firm.

Leveraging your healthcare branding was the topic of a recent health marketing presentation in Nashville, Tennessee.  The speakers were Janell Moerer, SVP & CMO Centura Health; Kristen Wevers, SVP & CMO UC Health; Philip Guillano of Brand Active; and David Perry, Perry IQ.

Here are some great observations from the panel:

Why healthcare branding matters.

Hospital brand ambassador programs are growing popularity.   This was the subject of a compelling presentation by Kristen Bowser, Director of Communications and Kelly Kavanaugh, VP and Chief Strategy Officer of Dayton Children’s Hospital.

The presentation covered the following areas:

  •  how to implement a brand ambassador’s program
  •  leverage a team of employees to implement and communicate

The U.S. Department of Health and Human Services (HHS) has a helpful guide for its employees on trademark clearance and protection.  It provides useful guidance to public sector healthcare concerns and well as private healthcare systems and providers.

The HHS Guide discusses four important areas and benefits of trademark protection:

What is a trademark. 

The U.S. Trademark Trial and Appeal Board recently cancelled a fitness trademark registration based on abandonment.   This case serves as a reminder of the importance of proper health trademark use.

In Rise Above Fitness LLC v. Rise Above Performance Training, the Petitioner brought a cancellation action on the grounds of abandonment, fraud, and likelihood of

Two dental practices were the parties to a recent trademark opposition proceeding.

Background.  In Timber Dental LLC v. Tooth LLC, the Applicant “Tooth” filed a trademark application for DENTISTRY DONE DIFFERENTLY for dentist services in International Class 44.   The Applicant had to disclaim the term “”dentistry” separate and apart from the mark as shown. 

A trademark infringement case was filed this week that involves a dispute between two home healthcare agencies.

The case, Acaria Inc. v. Acaria Home Health LLC, et al., is currently pending in federal district court in Colorado.  The plaintiff, Acaria, Inc., doing business as Acaria Homecare, is a home care agency located in Lakewood, Colorado.   

A relatively simple health marketing mistake could be costly to your and your brand.

This past week we were looking at a couple of health marketing agencies that were touting the success of their clients’ recent marketing campaigns.  One campaign for a regional hospital caught our attention.  It is an example of great marketing that

The role of health marcom compliance continues to grow in importance in 2019.

The American Marketing Association defines Marcom (or Marketing Communications) as follows:

Marketing communications, or “marcom,” is an all-encompassing term, as it covers marketing practices and tactics including advertising, branding, graphic design, promotion, publicity, public relations and more.

A trend fueling the rising