Question

Topic: Branding

Maintaining Brand In The Shadow Of A Bigger Brand

Posted by Anonymous on 10/21/2008 at 8:52 AM ET 1200 Points
We are a local, non-profit, free-standing, Medicare certified home care, hospice and community-based health care agency a.k.a. visiting nurses. We have been around for 90 years. We are known well by our medical community. Our community at large does not know much of us because we have never branded ourselves well - a directive I have been forced to follow.

The community hospital that we partner with has been purchased by a very large non-profit hospital with a stellar reputation and a larger than life brand in our area. This change is wonderful for the community and could increase business for us in homecare and hospice. The purchasing hospital has a home care and hospice, too. We just received word that the purchasing hospital does not intend (at this time) to take away our business and we will enter into an affiliation agreement with them which will maintain us as separate - for now.

How do I begin/maintain our branding in the shadow of a much bigger brand?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/21/2008 at 10:18 AM Accepted
    You continue to build your branding through (written and video) testimonials by the 90 years of people you've served locally. There's no doubt you have a wealth of wonderful stories by people (well-known and not-so well-known). People choose VNAs based on reputation, quality, and value.

    I'd also encourage you to launch a 90th birthday party for your business for 2009. That could generate a bit of PR and reinforce your 90 years of caring message very effectively.
  • Posted by darcy.moen on 10/21/2008 at 3:09 PM Accepted
    I think you could simply add the Hospital Name over yours at every branding opportunity.

    EG: NAME of HOST HOSPITAL
    NPVNA - 90 years of serving

    Even as you branch out into other areas, keep with the host location above your company name. The repetition will get the point across.

    At all touch points, from radio ads, or fund raising, mention the host location first, followed by your name second. This will go a long way towards creating a brand in the shadow effectively.
  • Posted by Mikee on 10/21/2008 at 6:12 PM Accepted
    Theresa,

    I agree with Jay. You need to take advantage of the good will you have built serving in your community. You need to active obtain testimonials from community members that have used your services. I see on you website you have testimonials on your individual pages. Unforutnately, these are all anonymous. Is there anyway to get some with names. I know that may be tricky but will help tremdously. I think they could also be laid out a litlle better to be empahsized better. You may want to do some minor web redesign so that testimonials are easier to find. I would even include some on the home page and make it so that everytime it is refreshed you get a new testimonial.

    I think it is important to connect with all of the physicans, both those at the hospital and those that are not affialiated. You need to actively remind them that you have been in the community for a long time and have built up a great repuataion. Most likely these are the folks that will be refering patients. Do all of these doctors have brochures that they can hand to clients in need of services? Be sure that the docs have the tools to direct people to you.

    Hope this helps,
    Mike
  • Posted by matthewmnex on 10/23/2008 at 8:51 PM Member
    Hi Tmh1,

    You have a nice problem but you closed your question so fast before many of us even had a chance to se it :))

    Oh well! Maybe next time I will be able to contribute some thoughts.

    At least I can say that you have a nice problem :) Not a nasty one :)

    Good look with your endeavours, Jay always has great input so I can recommend that you follow his ideas.

    Matthew
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