Brand Differentiation for Health Systems: How to Stand Out in a Crowded Market and Drive Business Results

Emory Healthcare succeeds in Atlanta’s competitive market thanks to brand differentiation. Learn how you can break through the noise by building a solid strategic foundation based on consumer insights.

Panelists:

• Amy Comeau, Vice President, Marketing, Emory Healthcare
• Shannon Curran, President, SPM Marketing & Communications

Today, healthcare marketing is more complex than ever, with multiple consumer channels, recruitment challenges, and a rapidly changing competitive landscape. How do you stand out from the crowd?

A top academic health system in an extremely competitive market, Emory Healthcare needed a clear, attractive, and differentiating position and a compelling message that balanced business goals with consumer wants.

Emory has worked closely with SPM Group since 2016 to design some of the most successful campaigns in the Atlanta market — even through the pandemic.

Emory achieved success by defining key consumer insights, enabling it to:

• Drive brand preference
• Increase service line volume, and
• Improve employee recruitment and retention.

Join us on August 9 when our presenters will share the strategic approach they employed and insights that can help you evolve your brand position, optimize your marketing efforts, and address all of your business goals regardless of the size or structure of your organization.

You’ll learn:

• How to define your brand proposition or Brand Truth
• What health consumers care about most when choosing a healthcare brand.
• What employees care about most when choosing a place to work.
• How to make the most of your marketing budget.
• How to balance brand, service line, and recruitment goals.
• The results you can expect with this approach.