The importance of marketing alignment with brand strategy development and leadership

As more health care organizations begin to adopt BRAND as a business strategy, it is imperative that marketing leadership is aligned with strategy at the leadership level of the organization. For those charged with managing the brand, having a voice and seat at the executive table is critical where brand strategy discussions and decisions are taking place.

Strategic brand management is an increasingly important competency requirement for health systems today. A strong brand is an important asset that drives growth, profitability and long-term competitive advantage.

We have recently seen movements toward executive leadership aligned in a triad with the CEO—the chief strategy officer, the chief operating officer and the chief physician executive. This group is charged not with optimizing performance of a collection of strategic business units as has traditionally been the case in the past, but with delivering on a value proposition for the organization—which is the BRAND promise.

Brand leadership is key to a successful growth strategy. It requires a specific strategy and action plan to position the health system, differentiate services, increase brand equity and evolve the brand with the organization’s overall strategic plan and business initiatives.

The brand provides a strategic advantage in forging new business ventures, negotiating reimbursement contracts, and attracting the best talent. And the brand drives increased customer loyalty, utilization and powerful word-of-mouth endorsements for aligned clinical services and physicians. At a time when profitable growth seems elusive and where competition has never been fiercer, brand leadership has become the new imperative for health care organizations seeking to create and sustain a competitive business advantage.

Don’t relegate your marketing leaders to tactical responsibilities and assignments. Engage them in the conversation about building the business and the brand, and challenge them to focus their energies on driving growth. You might be pleasantly surprised.

Check out our white paper on the topic.