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Many AMCs are going through a profound change in their business model, expanding their offerings and value beyond their sweet spot of high acuity, complex care. But in the process, they are encountering a wicked branding challenge: How do you expand your brand positioning to capture broader value without diluting your core differentiation?

Interestingly, AMCs can be seen as the luxury brand in their respective markets, and there’s much we can learn from how luxury brands have tried to expand their brands to mass market audiences to help AMCs tackle this difficult challenge.