Companies in the healthcare industry need to look into how their mission statement, vision statement and core values document influence their marketing efforts, according to Barbara L. Cerrone, senior director of marketing and corporate communications at North American Partners in Anesthesia.
Mission statement, vision statement and core values document are usually the standard against which companies measure themselves. It also helps define how the company conducts itself in all phases of business. According to Ms. Cerrone, combining these with marketing efforts is a winning formula as it allows you to disseminate information about your brand to your customers.
Ms. Cerrone gives the example of General Mills, which recently reworked its brand image of Wheaties from one that focused on the idea that the cereal was the "breakfast of champions," to an image that focused on the end user.
Using the organization's mission, vision and core values as part of the marketing strategy will not only engage customers, but will also help inspire and align the teams within the organization, according to Ms. Cerrone.
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Mission statement, vision statement and core values document are usually the standard against which companies measure themselves. It also helps define how the company conducts itself in all phases of business. According to Ms. Cerrone, combining these with marketing efforts is a winning formula as it allows you to disseminate information about your brand to your customers.
Ms. Cerrone gives the example of General Mills, which recently reworked its brand image of Wheaties from one that focused on the idea that the cereal was the "breakfast of champions," to an image that focused on the end user.
Using the organization's mission, vision and core values as part of the marketing strategy will not only engage customers, but will also help inspire and align the teams within the organization, according to Ms. Cerrone.
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