Acton V
Kaiser Permanente, Oakland, CA, USA.
Manag Care Q. 1998 Autumn;6(4):15-9.
Branding has been successfully practiced by consumer packaged goods companies for decades. But only recently have managed health care organizations begun to embrace the concept, and hence, few well developed brands exist. For health care organizations, the rewards of branding can be great as it provides an opportunity to truly assess the needs of their members, develop capabilities to meet those needs, and more effectively communicate the ability to meet those needs. A summary of seven steps to building a strong brand is also included.
几十年来，品牌塑造在消费包装商品公司中得到了成功实践。但直到最近，管理式医疗保健组织才开始接受这一概念，因此，成熟的品牌很少。对于医疗保健组织来说，品牌塑造的回报可能是巨大的，因为它提供了一个机会，让组织能够真正评估其成员的需求，培养满足这些需求的能力，并更有效地传达满足这些需求的能力。本文还总结了打造强大品牌的七个步骤。
