Healthcare systems sell off hospitals and acquire others, and rebrand themselves faster than you can jump out of your scrubs. Behind the scenes, the reasons vary. Shareholders demand profits. And others, like BP (devastating oil spill) and Altria (lung cancer), rebrand and divest for less noble reasons.
You don’t need to be a mega conglomerate to benefit from a little gentle restructuring. At Ideopia, it’s not so complicated. We formed our medical marketing division to serve our healthcare and medical clients better, and to clearly identify Ideopia as a healthcare brand. Meanwhile, our Consumer and B2B advertising division can focus on clients in new categories.
We can’t advise you to split up or stay together without a longer conversation, but here are a few good questions to ask about the possibility.
Does your institution or practice serve distinctly different markets with different services?
Is the general perception of your brand accurate?
Do your different service or product groups require specialized knowledge, or sales and marketing channels?
Could you increase business if you were acknowledged as an expert in a new category?
Does your brand name carry equal clout in all the categories in which you compete?
Nodding your head? Maybe it’s time for your company to split up, or at least see a marriage counselor.