Brands & Branding and Private Labels Case Study

Johns Hopkins Medicine- Branding Challenges

OR

Abstract:
The Johns Hopkins Medicine, (JHM) was the governing body for one of America’s best academic medical center and health care delivery system. The Johns Hopkins Hospital, under JHM was ranked the ‘Best Hospital’ for 15 consecutive years (as of 2005) in the U.S. News and World Report's Best Hospitals Rankings. The Johns Hopkins University, also under the JHM, was America’s first research university. Scientists working with the organization included Nobel Laureates and its research was known for many a pioneering medical break-through. In late 2004, JHM launched an advertising campaign to boost the JHM profile and canvass for philanthropic funds to construct two new state-of-the-art patient care facilities. This was a new experience for JHM, which had not aggressively promoted its brand, publicly, so far. However, with a number of academic institutions resorting to regular marketing methods to promote themselves, the JHM management felt that their brand and its USP had not been fully exploited. Also, being an academic hospital, JHM had to rely on donors for developmental activity and hence building a strong brand was crucial. JHM wondered how best its brand could be exploited in its promotional and fund-raising efforts. They also had to be cautious of criticism from experts who observed that academic medical centers should refrain from regular advertising and promotionals.

This case allows for students to discuss how a brand should be built in the hospital sector and how its USP should be built into the brand, to create maximum brand awareness.

Pedagogical Objectives:

• To discuss how a brand should be built in the hospital sector
• To discuss promotional strategies for the service sector.

Keywords : John Hopkins Medicine, Hospital Industry, Brands & Branding Case Study, Academic medical center, Teaching hospitals, non-profit hospital, JHU, John Hopkins Hospitals and Health Systems, patents filed, advertising campaign, competitive strategies, Best Hospital in the US, brand building, gifts and donations, services sector