Kane and Morrison

Operating within the new healthcare market, it is helpful for trusts to understand whether or not they are prepared to compete, or ready to defend their market share.

Monitor requires all trusts who are preparing for Foundation Trust status to undertake a process which in marketing terms is called a 'situation analysis'. Such an analysis is designed to explore the internal strengths and weaknesses of an organisation and find any external opportunities and threats that could present themselves.

Upon first glance a board may think they have the answers at hand, however as the title suggests, the situation requires proper analysis to ensure that future strategies are not based on assumption. K&M can help you to put together a situation analysis based on professional standards and individual to your particular organisation.

Once a situation analyis has been completed, the organisation should be able to draw on the information to develop a corporate marketing strategy. A crucial part of corporate market analysis is to undertake a portfolio analysis which highlights your key products/services and evaluates their suitability and potential for the market you are operating in.

Brand Strategy is often a starting point for Trusts in communicating its values and objectives to its stakeholders. Visual identity plays a part in this, however most important is the way values and objectives are 'owned' by its stakeholders, in particular, patients and doctors. If the brand means little to stakeholders, it is unlikely to have any impact, visual or otherwise.

K&M are renowned NHS brand experts. In addition to their experience, Richard Hudson, MD is published on the subject (Journal of Communication in Healthcare & Foundation Trust Network, NHS Confederation) and contributes with workshops and presentations on the healthcare conference circuit.