Business News
Standard Register Unveils Brand Consolidation Services for Healthcare Marketers
Friday 21. June 2013 - Standard Register (NYSE: SR) Healthcare, a leader in providing information management and communication solutions for healthcare, has announced the launch of a new Brand Consolidation Services offering to support healthcare systems in standardizing and integrating their brands as they acquire new hospitals, facilities and physician practices.
“Acquisitions pose considerable challenges for healthcare marketers who are often thinly staffed,” said Troy Atkinson, director of Standard Register’s Healthcare Marketing Services and Solutions. “However, with our experienced, professional services team leading the brand integration, they can simplify the rebranding process and effectively align their organizations without having to divert talent from other marketing initiatives.”
Hospital mergers and acquisitions have picked up steadily since 2007, increasing even more since the 2010 Patient Protection and Affordable Care Act was passed. Healthcare analysts have predicted that about 1,000 of 5,724 hospitals in the United States will change ownership by 2020.
Standard Register Healthcare’s comprehensive offering includes technology-enabled consulting services, project management and design services. A brand audit team conducts onsite collection of all branded assets, documenting related processes and reporting their findings. A project manager works with internal departments to consolidate, standardize and convert branded assets while at the same time streamlining the client’s marketing supply chain. Then, based on assessment findings, the team can deploy technology to make branded assets accessible to the entire enterprise, and create the technology-enabled workflows to manage marketing operations.
“As health systems grow, brand management becomes increasingly complex. Our three-step, ‘Organize-Migrate-Sustain’ approach enables our healthcare clients to establish brand consistency across their organization while giving them the means to sustain that advantage as they continue to grow,” said John King, president, Standard Register Healthcare.