New Found Revenue: Developing Signature Services
EvergreenHealth in Kirkland, WA, launched a new brand three years ago that has taken the hospital from being the "best kept secret on Seattle's Eastside"to a Consumer's Choice Award winner. The research used to develop the brand indicated an untapped potential revenue stream " Signature Services. The choice facing Evergreen and its new marketing vice president was whether to stay with Evergreen's existing name, brand, and brand architecture, or create an entirely new brand architecture. Attendees will learn how EvergreenHealth has leveraged its brand to create Signature Services as an additional revenue stream for the organization.
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