It seems that the Royal Marsden Foundation Trust – a world-leading cancer centre specialising in cancer diagnosis, treatment, research and education – has absolutely grasped this fact. They have recently spoken of their intention to roll out a new marketing plan intended to increase their private patient income by 20% this year.

‘We operate in a competitive environment with other providers in London plus those in Europe and America,” says Director of Finance, Alan Goldsman. “But Royal Marsden is a recognised brand and it is one of the top performing organisations of its kind in the world.”

Royal Marsden is not on its own – The Christie is the largest cancer centre in Europe, treating
more than 40,000 patients a year. They are currently planning expansion through branded treatment and diagnostic centres across England.

It’s not surprising that the HSJ are keen to reference both organisations’ national and international brand awareness.

IE has 17 years experience of brand creation, strategy and management experience. We understand that intentional and effective brand management is essential to even the very best if they are to reach their organisational goals. And that’s as true for emerging Commissioning Groups as it is for Trusts like the Marsden and the Christie’s.

By emphasising the importance of recognition, we are not in any way questioning the primacy of quality of service – but being the best Commissioning Group or hospital is not enough. Quality must go hand in hand with strong reputation management and great brand awareness.

With new emphasis on competition and the commercial benefits of being a larger Commissioning Group, IE expects branding to emerge as a key weapon in the battle for the patient.