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Research Outline
Prepared for Mike | Delivered June 24, 2020
Healthcare Mergers Rebranding Costs
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Goals
Determine the average dollar figure and the method of calculation of the cost associated with rebranding investments in the healthcare delivery offerings in primary care, specialty, are or other care delivery offerings.
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Early Findings
Healthcare Mergers Rebranding Costs
Rebranding Costs Calculation
The best way to assess the degree of the mandated change after a merger is to consider the
size of the synergy target.
The
more changes
are needed, the bigger the amount of the budget.
Healthcare Merger Example
When
HealthSouth and Encompass Home Health
and Hospice merged, the company decided to adopt a single name.
However, their target market were still
not aware
that these two entities were already under one company.
Given this, the company decided to do a rebranding initiative and launch the new
Encompass Health Corporation as its new name.
The estimated cost of this rebranding is between
$25 million to $30 million.
It will involve the transformation of
branded assets
, formulating a strategy to involve stakeholders, and deploying a focused marketing plan to raise more awareness of the Encompass Health brand.
Proprietary Database Search Results
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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