Smith & Jones Publishes White Paper on Hospital Brand Building

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Healthcare Marketing Specialists Share Positioning Process

Healthcare marketing specialists, Smith & Jones, published a white paper today titled, “The How-To Guide for Brand Building: A Step-by-Step Process for Healthcare Marketers.” The white paper was written especially for for healthcare executives and is available to download at

“Over our 28 years of healthcare marketing experience, one of our biggest takeaways is that a differentiating and meaningful brand positioning makes a huge, positive impact on marketing efforts,” said Mark Shipley, President and Chief Strategic Officer at Smith & Jones.

”The How-To Guide to Brand Building” emphasizes the importance of developing a strong healthcare brand for hospitals and physician practices. It shares the agency’s proven process for defining a competitive position, establishing a creative direction for the brand and integrating the position into all brand communications.

Mirroring the healthcare delivery model, the brand building process is divided into four phases: diagnosis, prescription, treatment, and follow-up. Within these four phases are specific steps such as analyzing the history of the healthcare organization’s brand, defining a differentiating competitive market position, communicating the brand to internal and external audiences, and creating guidelines to sustain the brand.

The white paper also features a case study describing Smith & Jones’ rebranding process for their client, Ellis Medicine, a hospital system in upstate New York.

To learn more about how to define, communicate, and maintain a brand positioning for a hospital, physician practice, or healthcare network, download “The How-To Guide for Brand Building.” Visit to download this white paper and access past issues you may have missed.

About Smith & Jones
Smith & Jones is a healthcare marketing agency based in Troy, NY, that specializes in marketing for hospital systems and large physician practices. Learn more at

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Caitlin Mooney

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