Identity Crisis: Health Care Branding's Hidden Problems and Proven Strategies to Solve Them

by Vince Parry

Overview

Identity Crisis: Health Care Branding's Hidden Problems and Proven Strategies to Solve Them

The inside story on avoiding the pitfalls and mastering the craft of healthcare branding.

Whether it’s a pain reliever for a headache, a life-saving operation, having a baby, or just a routine checkup, everyone in the developed world is touched by the healthcare industry in one way or another. As vital as this industry is to us all, branding expert Vince Parry sees fundamental problems first hand in the way healthcare companies and their advertising agencies market health and wellness brands. Identity Crisis highlights the many missteps, misnomers and missed opportunities for some of the biggest healthcare brands of our day, and offers solutions for avoiding these problems in the future. Among many observations, this book points out:

• The problems of using consumer-goods branding techniques in healthcare

• The ways that illness changes how we define ourselves and make brand choices

• The pervasive fallacy that doctors aren’t influenced by healthcare marketing

• The enlightening power of branding or rebranding illnesses to defuse their stigma

Bringing over 30 years of expertise to bear, Vince Parry has written nothing less than the definitive book on healthcare branding: what to do and—just as importantly—what NOT to do for anyone involved or interested in an industry that is at the center of our lives.

Product Details

ISBN-13:	9780997857405
Publisher:	The Parry Branding Group
Publication date:	02/08/2017
Sold by:	Barnes & Noble
Format:	eBook
Pages:	284
File size:	6 MB

About the Author

Vince Parry has helped create many of the most iconic identities in the health and wellness industry. As President of Parry Branding Group, Vince applies his branding and communications expertise to solve the problems and ensure the success of his prestigious clientele. Additionally, he lectures at the Rutgers Business School, Pharmaceutical MBA Program. Follow him @parrybranding.

Editorial Reviews

"Good marketing is good storytelling. And the healthcare category could use a heavy dose of this advice. Vince Parry certainly brings this kind of thinking to an industry that needs it."
- Jack Trout, Global Marketing Expert and Author


"A landmark book. Identity Crisis reveals keen insights on healthcare brands of all kind, including how companies can best harness the power of their corporate and portfolio brand assets. Essential reading for pharmaceutical, biotech and device clients looking to secure an edge in the market."
- R. Blane Walter, Partner, Talisman Capital; Former CEO, inVentiv Health


"The patron saint of all good, common-sense brand builders. In Identity Crisis, what Vince Parry knows about healthcare branding and positioning is all anyone will ever need to know. He is a combination of that one wise professor everyone on campus wants to take and James Randi, the magician who debunks the charlatans of his industry."
- Martin Mannion, Chief Strategy Officer, Guidemark Health


"Required reading for students moving forward. Finally! The book that takes a look into the mind of a veteran healthcare branding expert. Identity Crisis is a must read for anyone who wants to understand branding in the healthcare industry and beyond."
- Pete Marchisini, COO Alamo Pharma Services; Faculty, Rutgers Business School, Pharmaceutical
MBA Program


"Advance your healthcare brand and career armed with these insights. Identity Crisis demonstrates why 'consumer' branding approaches don't work for our unique customers, life cycles, and market dynamics in healthcare, and more importantly, which proven strategic approaches do."
- Suzanne Goss, Director of Strategy, UNIFIED, an Omnicom Agency


"Identity Crisis is a bold creative act of its own. Vince Parry's entire approach to healthcare branding delivers imaginative insights and processes that drive creative teams to achieve their best work. The author makes branding not only enlightening, but fun as well."
- Tina Fascetti, Chief Creative Officer, Guidemark Health


"Whether you are a patient or a doctor, this book will prove both enlightening and enjoyable. As both a physician and a consumer, Identity Crisis has opened my eyes to the marketing and branding processes surrounding the products and medications I use most commonly. The book has taught me how my choices are guided by Mr. Parry's industry and, more importantly, how it influences the decisions we make for patients."
-Julie A. Foont, M.D.

From the Publisher