<p>The inside story on avoiding the pitfalls and&nbsp;mastering the craft of healthcare branding.</p>

<p>Whether it&rsquo;s a pain reliever for a headache, a life-saving operation, having a baby, or just a routine checkup,&nbsp;everyone in the developed world is touched by the healthcare industry in one way or another. As vital as this&nbsp;industry is to us all, branding expert Vince Parry sees fundamental problems first hand in the way healthcare&nbsp;companies and their advertising agencies market health and wellness brands. Identity Crisis highlights the&nbsp;many missteps, misnomers and missed opportunities for some of the biggest healthcare brands of our day,&nbsp;and offers solutions for avoiding these problems in the future. Among many observations, this book points out:</p>

<p>&bull; The problems of using consumer-goods branding techniques in healthcare</p>

<p>&bull; The ways that illness changes how we define ourselves and make brand choices</p>

<p>&bull; The pervasive fallacy that doctors aren&rsquo;t influenced by healthcare marketing</p>

<p>&bull; The enlightening power of branding or rebranding illnesses to defuse their stigma</p>

<p>Bringing over 30 years of expertise to bear, Vince Parry has written nothing less than the definitive book on&nbsp;healthcare branding: what to do and&mdash;just as importantly&mdash;what NOT to do for anyone involved or interested in&nbsp;an industry that is at the center of our lives.</p>