Bingham's Brand Promise

Updated: Mar 23, 2021

03/22/2021– Our Brand Promise

For the Video Version click HERE.

I. Report of Goals

Before getting into this week’s topic, take a moment and report on your department goal(s).

II. Success Stories

Take a moment to share one or two brief success stories of Meaningful Encounters with patients or guests. We encourage you to look for meaningful encounters each day.

III. Bingham’s Brand Promise

This week we’re going to be discussing Bingham’s Brand Proposition. A brand proposition is the differentiator that a company promises to customers/clients/patients for choosing to purchase their services. The Brand Proposition goes beyond the product or service being purchased. It is the thing that makes their services different or better than the “other guys” and the reason customers/clients/patients seek them out.

What is Bingham Healthcare’s brand proposition? What is the thing that makes our healthcare services stand out above other healthcare providers?

Watch the video found here:

What stood out to you in this video?

What is the thing that made this patient and her daughter’s experience different than experiences they may have had with other providers?

After watching this video, what would you say is the thing that makes Bingham’s healthcare services stand out above other healthcare providers? Is your answer different than what you had identified before watching this video?

Let us now propose that the thing that makes Bingham Healthcare different than others is personalized, compassionate service. Our focus on High Quality and High Compassion must go hand-in-hand, but it is compassion that is the unexpected ingredient in healthcare today. Quality is expected, demanded, and legally required. It is why it is called the standard of care. We can certainly seek to exceed the “standard” quality—and we do. But what is not expected, and is often lost in larger healthcare systems, is personalized, compassionate care. What you may have noted in the video is that care was provided not only by Dana Rollins, RN but by others in the organization such as Irma DeLuna, Barbara Brown, and Monica Willey (mentioned in the comment card, but not shown). Each of them, even though they work in different areas of the organization, played a part in this patient experience. Likewise, you play a role in the experiences of our patients every day. Next week, we’ll explore the connection you have in the overall delivery of our system’s brand promise.

Bingham’s Brand Promise is a commitment to high quality care delivered with personalized, compassionate service—every patient, every time.


Take a moment to share some of the thoughts you had with the questions above. Use the link here: and you’ll be entered to win a JBL Charge 4 Wireless Bluetooth Speaker.