Tag: Branding
What’s your brand? Fill in the blank!
April 29, 2021Theresa Flaherty, Managing Editor
Mastectomy boutiques are in a position to empower breast cancer survivors to live “fully and beautifully,” says Dana Donofree, founder of AnaOno, a post-mastectomy clothing designer, and a survivor herself.
To do that, providers need to engage with survivors through the three pillars of marketing: commerce, content and community, she says.
“View your activity through these three pillars to determine the who, the what, and the why,” said Donofree during her recent EW...
Sigvaris changes name
March 26, 2019HME News Staff
PEACHTREE CITY, Ga. - Sigvaris is now Sigvaris Group. The company, which has been making compression socks and hosiery for 150 years, will use the name change “to build a customer centric platform for innovation and growth,” it says. Under the new brand architecture, the company will be called Sigvaris Group, but its products will have their own unique brands. Previously, Sigvaris was synonymous with the company and its products. “With the announcement of Sigvaris Group comes a...
Health Complex Medical has it 'All Taken Care Of'
August 28, 2017Theresa Flaherty, Managing Editor
WATERBURY, Conn. - Health Complex Medical is “scrapping” its old messaging with a rebrand that highlights its expanded sleep services.“We're not just creating a logo, it's a complete repositioning of our company,” said Jack Hogan, president and CEO. “Everything is fresh and new and crystalizes what is already happening in our building every day.”The provider hired a marketing firm and conducted a “brand audit,” which included a blind survey of employees...
Branding: Put your name on display
December 22, 2015Lalaina Rabary
A. After my first day at the American Society on Aging conference in Chicago, I was shocked. More than 3,000 professionals were in attendance and many that I spoke to were unfamiliar with HME. Throughout each conversation, I would put a smile on my face and eagerly describe the acronym and quick snippets of what our industry is about—quality products and passionate service to those in need (emphasis on seniors). This message resonated quickly and soon my conversation partners were nodding...
Branding: Spread the gospel
November 25, 2015Lalaina Rabary
A. Brand evangelists are your business's greatest fans. They not only purchase your products and services, but spread your message throughout their circles of influence. They log onto Facebook and Twitter to gush about positive experiences they had at your store, share photos of your products on Instagram and submit 5-star ratings on Google and Yelp.Brand evangelists believe in what you do, value what you stand for and can propel you to a new level of success. Additionally, brand evangelists can...
Medforce provides power for productivity
October 27, 2015HME News Staff
SUFFANY, N.Y. - Medforce Technologies has revealed a new brand identity—logo, tag line, product names and website. “Frankly, we've been so focused on investing in our technology, our brand and marketing had been neglected,” said Esther Apter, Medforce's founder and CEO. “Now, our identity accurately reflects our sophistication, our broad suite offerings, and our ability to improve productivity in all areas and departments within a healthcare organization.” Medforce's...
Branding: Tap resources at hand
October 22, 2015Lalaina Rabary
A. Building a brand can be overwhelming for small business owners when line items for marketing compete with payroll costs. With strategy and keen execution, businesses of all sizes can build a brand without breaking their budgets.Enlist your customers as consultants To create a unique brand that stands apart from the competition, you have to know what your business does best. Instead of hiring a pricy consultant, enlist your customers. Have an open discussion with them regarding how they feel...
Branding: Be that company
September 25, 2015Lalaina Rabary
A. Coca-Cola, Nike, McDonald's, Apple.These one-word business names represent some of the most well-known brands in the world. When you read these brand names, what do you envision? Do you immediately know what each company does? How each brand makes you feel? If you can quickly answer these questions, it is clear each brand has made an impact on your life. Often, communication professionals and businesses simplify a brand into colors, taglines and logos. Although these elements are important,...
Option Care makes comeback
May 19, 2015HME News Staff
DEERFIELD, Ill. - Walgreens Infusion Services is now Option Care.Walgreen entered the home infusion market in 2007 when it acquired Option Care for $850 million.“The new Option Care builds upon the legacy of that established brand with a new energy and ambition for the future,” the company stated in a press release.Option Care unveiled its new name and company branding today.The relaunch follows Walgreen's decision earlier this year to sell its home infusion business to Chicago-based...
Five lessons learned from an HME newbie
July 18, 2012HME News Staff
The following guest commentary expresses a few things that I have learned during my first six months in the HME industry. For some readers, what follows is surely well-known. Others may shake their heads in disagreement. But this commentary isn't really for them. This commentary is for those just entering the industry like me.
1. Rural providers, like my company Grace Healthcare, needn't follow the same business model as national providers. It is typical when entering a new and unfamiliar...