Healthcare CMOs have a valuable ally when seeking to justify their marketing budgets. In a word, their brands.
According to a recent article in Modern Healthcare, revenue shortfalls in regional health systems are acute due to COVID-19. One of
Legal note: Copyright compliance programs and training are vital to mitigating your marketing risks.
Understanding copyright basics is an important component of an effective health care marketing strategy.
A proper copyright compliance program will include an understanding of what you
Your Brands are your #1 Most Valuable Asset
In the COVID-19 world, revenue and profit margins are down and competition is fierce. Now is time to identify and leverage more value from the the #1 financial asset on your books:
Hospital marketing budgets are tight as a result of COVID-19 disruptions. Margins are thin. So healthcare executives continue to explore new ways to capture lost revenue streams. While there are no easy answers, creating a hospital brand licensing program can
Healthcare brand valuation remains a high priority to healthcare organizations during COVID-19. The first step is to understand the inherent value of the intellectual assets that comprise your brand.
Brand assets defined. Brand assets consist of a healthcare organization’s creative
A recent trademark opposition case shows that a trademark disclaimer can make a difference.
In Foundation Medicine, Inc. v. Alfred F. Czap, the Applicant sought registration of the trademark FOUNDATIONAL MEDICINE REVIEW for journals in the field of medicine.
Your hospital branding assets are the most valued asset on your balance sheet.
Consumer companies have long known the advantages of having a strong brand. Healthcare systems are starting to appreciate this too. Creating and building a strong healthcare
Hospital marketing lawsuits can often be avoided. But many hospitals do not have adequate brand and marketing risk management because they think they either don’t need it or cannot afford it. Not having proper risk prevention training and policies can
The name ALLERGY CARE was recently found to be a generic trademark and refused registration by the U.S. Patent and Trademark Office.
The applicant, James Haden M.D, sought registration of ALLERGY CARE on the Supplemental Register for “medical and healthcare
Leveraging your healthcare branding was the topic of a recent health marketing presentation in Nashville, Tennessee. The speakers were Janell Moerer, SVP & CMO Centura Health; Kristen Wevers, SVP & CMO UC Health; Philip Guillano of Brand Active; and David