Branding and Operations of Wellness Programs: Case Profiles of Three Programs
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Health and wellness programs have continued to grow in prevalence and scope across many hospitals in the country. Service offerings for health and wellness programs can vary significantly based on the host institution, with many programs focusing on the standard offering of fitness and health education. Marketing efforts remain central to retaining and gaining new patients or enrollees for the majority of these programs. To assist in these efforts, certain institutions employ a distinct brand for the health and wellness program that is separate from the hospital. However, the degree to which institutions create entirely distinct brands varies. The following brief highlights three health and wellness programs and provides an overview of their service offerings and marketing strategies, including branding models.