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Rebranding Rationale: The Transformation of a Health Care Brand

JAMA

Thursday, August 22, 2013 from 7:30 AM to 9:00 AM (EDT)

Jacksonville, FL

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Why You Should Attend:
 

In the extremely competitive health care industry, world class patient care and complex science is the standard operating procedure among top-50 academic hospitals. However, brand strength is also important because clear, authentic, and consistent positioning not only sets one hospital apart from its competitors but also increases the institution's income and funding.

With those details in mind, the University of Florida has launched a major push to drive higher brand awareness for its leading medical network. In May 2013, Shands Jacksonville Medical Center rebranded as University of Florida Health Jacksonville to draw attention to the UF presence and capitalize on the university's brand equity.

The move to UF Health grew out of extensive research conducted in 2012 and represents the next stage in the organization's evolution as one of the nation's most successful academic health centers. Attend the JAMA breakfast meeting on August 22, 2013 to learn about the impressive marketing research strategy, objectives, and tactics used to develop UF Health's $350,000 rebranding campaign.

Sources: Jacksonville Business Journal, University of Florida News


About Our Keynote Speakers:

Erin VanWey
Director of Communications and Marketing
UF Health

Erin VanWey oversees branding and other initiatives for UF Health in Jacksonville as well as the University of Florida College of Medicine–Jacksonville. She has 17 years of marketing and public relations experience, 15 of those in health care. She manages a staff of 15 responsible for all marketing and advertising, internal and external communications, graphic design, public relations, website design and content, social media, photography, videography and multimedia production.

Since joining UF Health Jacksonville in 2001, VanWey has served as project leader for several large marketing campaigns, most notably the launch of First Coast Advantage, a provider service network in Duval County developed as a result of the state of Florida’s pilot program to privatize Medicaid. Her work – and that of her team and local advertising agency – has earned several awards from the Florida Public Relations Association, Jacksonville Marketing and Advertising Club, Florida Society for Healthcare Public Relations and Marketing, and Healthcare Marketing Report.

 

Wanda English
Senior Director of Strategic Communications and Public Affairs
UF Health

Wanda English manages communications and public affairs at UF Health, a leading academic health center in the Southeast. Comprised of six professional colleges, seven research centers and institutes, a hospital system and a large network of primary care and specialty practices, she oversees communications and public relations planning and execution; corporate communications; issues management; public affairs and legislative advocacy; internal communications; and community outreach and health promotion efforts. 

Prior to joining UF Health, Wanda was responsible for Marketing and Public Relations for Shands HealthCare, a major academic-based health system affiliated with the University of Florida. She joined Shands in 1980 and has spent the last 27 years in management in the areas of planning, marketing research, marketing, public relations and communications. She holds a bachelor’s degree in business administration with a concentration in Marketing from the University of Florida. Wanda is a member of the American Association of Academic Medical Centers Group on Institutional Advancement; the American Hospital Association Society for Healthcare Strategy and Market Development; and the Florida Hospital Association Florida Society of Healthcare Public Relations and Marketing.


Event Sponsors:

Character Counts! Advantage Business Magazine Folio Weekly Jacksonville Business Journal Fairfield Inn & Suites

Have questions about Rebranding Rationale: The Transformation of a Health Care Brand? Contact JAMA
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When & Where



Fairfield Inn & Suites (Butler Boulevard)
4888 Lenoir Ave
Jacksonville, FL 32216

Thursday, August 22, 2013 from 7:30 AM to 9:00 AM (EDT)


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Organizer

JAMA

The American Marketing Association, Jacksonville Chapter (JAMA) is the leading marketing organization for professional development, education, inspiration, and networking in the Northeast Florida region.

Recognized as one of the fastest growing chapters in the country, we are comitted to cultivating exceptional marketers through relevant monthly meetings, seminars and special events.

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