Discuss the below:
Northwell Health System Re-branding
Read the above case summary regarding the re-branding of Northwell Health System. Next, think about the way that this system developed its strategy to re-brand and how it was implemented.
(1) It's noted that the board members had some concerns about changing the health system's name. If you were asked to help address these concerns, how might you demonstrate that the change was needed? Would you use internal or external data? What type of data might you gather?
(2) The success of this re-branding was credited, in part, to having the heath care system "tell its story" much better than health systems typically do. The system decided on innovation as a focal point and proceeded to develop a market place strategy grounded in that. With respect to strategic planning for an organization, what data might have led them to use this concept? Think about how this might involve both internal and external data.
(3) The case really highlights marketing. However, other departments have to be involved in a strategic shift such as a re-branding. What concerns might other departments have had? How would you address them?