Branding

Subtopics: Brand Management, Online Branding, Reputation Management

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Using Condition Content to Lead Patients to You Online

August 1, 2014

by Mike Maloney and Katrina VanTyne In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments. Our web team at Fletcher Allen Health Care in Burlington, VT, Read More

Lessons Learned in Building the Brand Through Health Content and Social Media

October 1, 2013

by Mark S. Gothberg Conventional Thinking Often Wrong With its total national awareness far below that of Mayo Clinic and Johns Hopkins Medicine, Cleveland Clinic decided to take a novel ap­proach to building the brand. In March 2012, Cleveland Clinic launched Health Hub, a site very different from the organi­zation’s primary website at www.clevelandclinic.org, and Read More