Branding Health Services

Branding Health Services

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Branding Health Services is the first book to explore how to create, protect and enhance brands in the health service industry. Readers will explore the use of branding in other industries, And The evolution of marketing differences between product and services branding. Examples of case studies include creating a brand from a new identity, protecting and enhancing a power brand, branding product lines, international brand extension, And The effect operational decisions can have on branding. Each chapter ends with a Lessons Learned section providing the reader with a ready-to-use toolbox of branding tips.Health is a term used to distinguish a constellation of Aetna U.S. Healthcare products, services, and attributes linked through a common dependence on information technology. e.Health encompasses products for members, providers, and payers, including DocFind, a€ an online service that allows members to easily locate participating network providers and other services; E-Pay, a system that enables the company to rapidly process providera#39;s claims and referrals; and EZLink, anbsp;...

Title:Branding Health Services
Author: Gil Bashe, Nancy J. Hicks, Amy Ziegenfuss
Publisher:Jones & Bartlett Learning - 2000-01-01

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