GHS Blowing Over GH₵5million On Rebranding

The Ghana Health Service (GHS), headed by its Director General, Dr. Patrick Kuma-Aboagye, has earmarked a staggering GH₵5,117, 000 to rebrand the institution, the service has said.

The amount, according to the management, will be spent on key deliveries, such as registration of the logo, development of a public relations policy, development of a brand book, monthly health education themes and establishment of a Quarterly E-Newsletter, as well as a review of the Customer Service Manual.

According to the Service, the branding has become necessary because the institution needs to enhance its identity as a corporate organization, as well as due to “new strategic context and the changing stakeholder expectations.”

Consequently, management said it has appointed a National Implementation Committee to see to the implementation process spanning 2022 to 2026, when it will be celebrating the 30years of its establishment.

They explained, the rebranding will review the strategic factors affecting the brand and proffered strategies and activities to build a substantial brand equity that will help achieve the overall objectives of the service.

A GES documented sighted by The Anchor revealed, management of Ghana Health Service has already set up a regional implementation committee for this purpose, saying, “The cost of the strategy is five million, one hundred and seventeen thousand Ghana Cedis (5, 117, 000).”

A statement addressed to all directors of the Ghana Health Service said, “The Service has appointed a National Implementation Committee chaired by the Deputy Director General to oversee the implementation of the GHS Rebranding Plan (2022-2026) aimed at enhancing the identity of the Service as a corporate organization.

“In line with ensuring the achievement of the objectives of the rebranding plan, Regional Health Directorates are required to establish Regional Implementation Committee to work with the National Committee in ensuring a coordinated implementation of rebranding of the Service.”

The statement, dated October 24, 2023, and signed by Dr. Kuma-Aboagye, said it expects feedback on the institution of the committee later this month.

“Please find attached the rebranding Implementation Framework as contained in the Rebranding Strategic Plan for your guidance, I will expect feedback on the establishment of the committee with its membership by 20/11/2023,” it stated.

The Ghana Health Service was establishment by Act 525 (1996) as an autonomous agency of the Ministry of Health (MoH) responsible for primary and secondary healthcare.

Since its inception nearly three decades ago, the GHS says certain factors both within and without have negatively affected its brand image and visibility.

Having existed for this period of time, GHS says it is time to look its image and certain issues that have negatively affected its brand.

“Over time, several factors (internal and external) have negatively affected the brand image and visibility over the period. The Service’s response to containing the COVID-19 virus has been received with some measured appreciation from most stakeholders, and this goodwill has had a positive effect on brand visibility and image,” the statement said.

Meanwhile, some people have questioned the relevance of the whole exercise, describing it as absurd and misplaced.

Critics say aside from the money being huge, they argue that the best rebrand for any institution, as important as the Ghana Health Service, is to improve on the quality of service it provides across the country’s health facilities, instead of a mere changing of image.

They say the service should rather be interested in helping to fix the many challenges bedeviling the various health institutions across the country, especially the rural and deprived communities.

They listed some of these challenges as the “no bed” syndrome, general attitude of health workers, needless deaths of patients due to medical negligence, non-existence of equipment and medical suppliers, and the breakdown of machines among others.

Below Is Published, a Copy of The Statement and Rebranding Implementation Framework:

Source: Anchorghana.com