Expert Commentary on Hospital Marketing & Name Change
Local hospital Shands Jacksonville announced changing its brand to University of Florida Health at Jacksonville.
The Florida Times-Union tapped hospital marketing and brand expert Will Ketchum for commentary on how the name change may impact the health system from a marketing standpoint.
An excerpt from the article …
Ketchum said Shands remains a brand identifiable with quality health care, but the University of Florida identity is more relevant to most people’s awareness.
“They’ve done their research. They’ve figured out that UF is now becoming a preeminent national university,” Ketchum said. “They were wiser to leverage the UF name than the Shands name. You don’t have to create any understanding of the UF name.”
Read the whole story, The Brand Change from Shands to UF Health for Jacksonville Hospital has Marketing Risks.