Building a national brand: The experience of The Ohio State University Wexner Medical Center Department of Surgery

Abstract

People have an abundance of choices relative to health care choices. Patients can easily access personal reviews, third-party rankings, and other information from a computer or mobile phone. In turn, health care organizations can have difficulty setting themselves apart from others. A brand can refer to an organization’s image and design elements; the messaging and values it conveys to consumers, staff, and the public; and its reputation in the community. A strong brand evokes trust, reliability, and value among other competitors. The foundation of any health care organization’s brand is built on these key elements: mission, vision, and values; logo, colors, typography, and imagery; brand voice; brand consistency; brand experience. The Ohio State University Wexner Medical Center has positioned itself nationally as a leading academic health center. The Department of Surgery has built upon this strong brand to create an equally strong reputation among other departments nationwide. Marketing efforts for the department have focused on promoting its nationally ranked general surgery residency program, world-renowned clinical programs and faculty, and robust research portfolio. We herein highlight some of the tactics that go into building a strong, vibrant brand for a department of surgery.