Healthcare strategy: aligning brand and business strategy

In the future, we picture health systems resembling “ecosystems of health” – where consumers visit an organization’s facilities in a campus-like setting seeking complementary health and wellness services beyond traditional aspects of care. Given this more diversified portfolio of services, it’s important to ask of your healthcare strategies – is your brand fully aligned with your business and enabling your growth?

There’s a common perception that business strategy is strategic, and brand strategy is marketing-led – and not a corporate-level asset. However, in order for a health system to recognize its full value as an ecosystem of health, healthcare strategies, i.e. business and brand strategy, need to be aligned.

Why Brand And Business Strategy Travel Together

• the essence of business strategy is knowing where and how you will win
• brand strategy covers much of the same ground
• both are about targeting a customer, resolving problems, defending turf
• brand strategy is therefore just a translation of business strategy

How To Align Brand And Business Strategy

Here are five tips for aligning health system brand and business strategy.

• recognize that brand strategy is not an offshoot of the marketing function, but rather an extension of business strategy – representing a corporate-wide vision that drives business performance, culture, experience, perceptions and relationships

• as a first step to alignment, begin by mapping the basic building blocks of your business model – specifically the revenue generating components (i.e. value proposition, customer segments, channels/service lines, customer relationships)

• brand strategy should then dovetail with each of the business model components above; translating each one into a purposeful and differentiated promise as the face of your health system

• ultimately, a strong brand creates a strong business. A brand strategy which is part of your overall business strategy, is a strategy for growth and success

• at the end of the day, everyone important to your brand’s success needs to be on board – from the CEO to the most junior people across the organization – believing in the same vision, the same purpose and the same promises

Are your healthcare strategies building value? We can assist. Reach out.


Eric Brody

Eric Brody is President of Trajectory, launched in 1999, the specialist health & wellness branding and marketing agency using every moment to move customers, brands and businesses upward. Prior to Trajectory, Eric served as EVP and Management Board member at Interbrand (the world’s most influential brand consultancy). Before Interbrand, he held senior marketing positions at Beiersdorf Inc. and L’Oreal and advertising account management positions at Marschalk and Benton & Bowles.He has also taught as an adjunct professor at Seton Hall’s Graduate School of Communications and has lectured at Wharton Business School and Emory Goizueta School of Business.