A key hospital priority – brand awareness:

Merahn has only been on the job for a few months at Einstein, so his branding strategy is still evolving. He has spent much of his time interviewing people at Einstein to learn more about that network, and how and what to promote. The pediatrician-turned-administrator believes branding is a key component in any communications strategy — regardless of whether you’re selling cars, cell phones or health-care services.

“You need to have a distinct identity among the audiences you are trying to reach,” Merahn said. “We are in one of the most competitive health-care markets in the country, so having a unique identity is something each of us wants. Part of what we are doing here is deciding what promise we want to make to the community and then fulfilling it.”

In South Jersey, Virtua Health is spending $3 million to $4 million on a brand awareness campaign set to debut within the next few weeks.

(via Health Care Renewal)