Important factors to consider when using internal branding as a management strategy: A healthcare case study

Abstract

This research investigates the use of internal branding as both a managerial and communication strategy within an organisational revitalisation process of a major Australian Healthcare provider based in Queensland. At the core of the research is the recognition that the involvement of employees is of critical importance in developing a competitive advantage via an increased performance in terms of customer and market recognition, this approach includes such activities as relationship management. The researchers were provided access to the corporate initiative behind the intervention via interviews with the senior manager responsible for the process and qualitative responses to an organisational-wide employees survey that included questions on organisational values associated with the internal branding process. Rich qualitative data of this type fits ideally into a case study methodology and was analysed via lexical and content analysis. The research is relevant as it addresses issues of internal branding, communication and management during an actual implementation of a corporate strategy within one of the world's most important industry sectors, healthcare.