Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Branding time at Columbia.

M C Jaklevic

    Modern Healthcare
    |August 19, 1996
    PubMed
    Summary

    Columbia/HCA Healthcare Corp. launched a massive national advertising campaign. This healthcare provider aims to become a household name through significant brand investment.

    Related Concept Videos

    You might also read

    Related Articles

    Articles linked to this work by shared authors, journal, and citation graph.

    Sort by
    Same author

    Millennial ends with the millennium. Denver-area physician organization dissolves as PacifiCare of Colorado terminates deal.

    Modern healthcare·2002
    Same author

    Two groups vie to unionize residents.

    Modern healthcare·2002
    Same author

    Ohio system weathers postmerger storms.

    Modern healthcare·2002
    Same author

    Door opens for residents to unionize. NLRB ruling allows house staff at teaching hospitals to bargain collectively; reaction divided.

    Modern healthcare·2002
    Same author

    Providers yet to feel Medicaid cost rise.

    Modern healthcare·2002
    Same author

    This time, it's donors to the rescue.

    Modern healthcare·2002

    Area of Science:

    • Healthcare Marketing
    • Corporate Branding
    • Public Health Communication

    Background:

    • The healthcare industry is increasingly competitive.
    • Building brand recognition is crucial for large healthcare providers.
    • Previous healthcare advertising campaigns have not reached this scale.

    Purpose of the Study:

    • To analyze the unprecedented national advertising campaign by Columbia/HCA Healthcare Corp.
    • To understand the strategic objectives behind a major healthcare brand launch.
    • To assess the potential impact of large-scale marketing on healthcare provider visibility.

    Main Methods:

    • Observational analysis of the advertising campaign's scope and media.
    • Review of corporate communications regarding brand strategy.
    • Estimation of marketing expenditure based on industry benchmarks.

    Main Results:

    • Columbia/HCA Healthcare Corp. has initiated the largest advertising blitz by a healthcare provider.
    • The campaign involves a multi-million dollar investment.
    • The explicit goal is to establish the brand name within the American public consciousness.

    Conclusions:

    • The scale of this campaign signifies a major strategic shift in healthcare provider marketing.
    • Such extensive branding efforts may set new precedents for the industry.
    • The long-term impact on consumer perception and market share remains to be seen.

    Related Experiment Videos