Your hospital branding assets are the most valued asset on your balance sheet.

Consumer companies have long known the advantages of having a strong brand.  Healthcare systems are starting to appreciate this too.  Creating and building a strong healthcare brand generally has three major economic benefits:

  •  Lower customer acquisition costs
  •  Higher customer retention and loyalty;

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.

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

Joel English, Managing Partner at BVK, presented further insight on health brand architecture at the SHSMD annual conference last week in Seattle.

Brand architecture defined.  Brand architecture is how all the pieces of a brand and its value promise fits together.  Healthcare brands can include many brands components.  Joel provided the following example of

This is part of a continuing series on health trademark compliance and training.  This installment reviews trademark basics and clearance considerations.

Many healthcare systems and providers still lack a basic understanding of how health trademarks are cleared, approved, and registered.  The root cause if often the failure of employee education and compliance training.   When health