Department of Radiology, The University of Texas MD Anderson Cancer Center, Houston, Texas.
Department of Radiology, The University of Texas MD Anderson Cancer Center, Houston, Texas.
J Am Coll Radiol. 2018 Jan;15(1 Pt A):107-111. doi: 10.1016/j.jacr.2017.07.016. Epub 2017 Sep 9.
In an effort to expand clinical reach and achieve economies of scale, academic radiology practices are strategically expanding into the community by establishing partnerships with existing community health systems. A challenge with this model is to effectively brand the collaboration in a way that underscores the strengths of both partners. In this article, the authors look at the benefits and risks of cobranding and review cobranding strategies for implementation by academic radiology practices considering partnership-based network expansion.
为了扩大临床服务范围并实现规模经济，学术放射科实践正在通过与现有社区卫生系统建立合作伙伴关系，从战略上向社区扩展。这种模式的一个挑战是要有效地对合作进行品牌推广，突出合作伙伴双方的优势。本文作者研究了联合品牌的好处和风险，并回顾了学术放射科实践在考虑基于伙伴关系的网络扩展时实施联合品牌策略的考虑因素。
