The growth of the Internet and patient choice has made brand a top priority for healthcare services. As providers consolidate in Europe, so many groups have the scale to think and invest in the creation of brand identities. However, the web can also destroy brand through negative publicity, particularly from the new review sites. Should healthcare groups be keeping a low profile or shouting from the rooftops? Here we look at the experience of several European groups and talk to CEOs about their thoughts on brand. We look at the reasons to brand, target audience, online review sites, building a brand and the downside. This is one of a series of articles on brand and online and follows these articles on rating sites and these presentations at last year’s conference on brand from BMI and Terveystalo.
April 2, 2015
