About Julie Amor, MHA

Having spent 30 years elevating healthcare brands, Julie is a highly esteemed healthcare executive and business leader. She was the lead hospital representative in establishing The University of Kansas Hospital academic medical center brand and developing its market-leading cardiovascular and oncology service lines. She also led the marketing and communication strategy that contributed to The University of Kansas Cancer Center’s NCI designation in 2012, as well as overall health system branding and marketing efforts.

Entries by Julie Amor, MHA

Creating Healthier Brands: What is the Difference Between Brand Identity and Brand Image?

To refresh or revitalize your brand, your organization faces some important decision points up front. Do you want to change your brand identity (appearance), your brand image (personality), or both? As president of a healthcare marketing, branding and advertising firm, I often hear the terms “brand identity” and “brand image” used interchangeably. While these two […]

The Power of Corporate Merchandise: What the Right Promotional Items Can Do for Your Healthcare Brand

Do you call it swag? Do you dismiss them as tchotchkes? Or do you recognize promotional merchandise as a tangible manifestation of your brand that offers meaningful and valuable engagement with your customer base? You should. As president of a healthcare marketing firm, clients often ask me if consumers value promotional items. The data suggest […]

Advancing Rural Health: Promoting the Value of Primary Care

As we continue our series on Advancing Rural Health, we recognize rural Americans experience a unique combination of factors that create disparities in healthcare not found in urban areas. This market environment creates the need for innovative thinking and a strong connection with the community that fosters better health. In our strategy work with rural […]

Advancing Rural Health: Addressing Market Challenges

As we begin our September blog series on Advancing Rural Health, it’s helpful to think about the challenges faced by healthcare providers and patients in America’s small-town communities. As shown in the chart below, rural Americans experience a unique combination of factors that create disparities in healthcare not found in urban areas. Market forces such […]

The Authentic Art of Doing Good

Corporate social responsibility is good for healthcare. There is a growing body of evidence around the benefits of corporate social responsibility (and its more modern, team-inclusive counterpart, corporate social engagement). A strong strategy can help build consumer loyalty, recruit and retain employees, and differentiate the brand in a competitive market. Regardless of the brand benefits, […]

Measuring the Right Insights in Today’s #BigData World: What Counts vs. What Can Be Counted

Thriving in today’s big data world, we look for data metrics to substantiate everything we do. In marketing and advertising, this adage certainly holds true: not everything that counts can be counted (such as word-of-mouth marketing), and not everything that can be counted counts. As marketing professionals look for measurable results to validate efforts and […]

The Consumer Quest for Well-Being

This edition of our #lifecare blog series explores how products that enable consumers to take more control of health needs are creating a “well-being” state of mind. There has been a notable uptick in consumer use of products, services and web/mobile applications that cater to their increasing desire to maintain an overall healthy state of […]

In Hospital Marketing, There Is No Substitute for Accurate Knowledge

The consumer-driven demand for goods, products and services is pervasive in today’s economy, and the service of healthcare is not immune. Rather, it is fully immersed in transforming itself into a competitive, consumer-centric industry. Theodore Levitt, renowned for his marketing and branding excellence and considered by many to be the founder of modern marketing, offers […]