Guidelines for Branding Health Information

Purpose of the Guidelines

Much of the health information generated in published form by faculty and staff of Johns Hopkins  (1) is contained in scholarly publications issued by professional societies or in publications distributed in the name of other entities. However, health information authored by Hopkins employees increasingly is published on websites, in books and other media that either carry the Hopkins brand  (2) or propose to be branded with the Hopkins name. Since the Johns Hopkins name reflects the institutions’ reputations for excellence in research, teaching, and patient care, it is an extremely valuable asset.  To protect the value of the Hopkins brand, we must ensure that health information published under the institution’s name is of the highest quality, is objective, reflects the appropriate expertise, and is current. 

The guidelines published here describe the policies and procedures for submitting proposals to brand health information projects. These guidelines apply to branded health information projects whether the intended audience is professional or consumer in nature and whether the project is generated internally or by an outside group. (3)

1 “Faculty and staff of Johns Hopkins” here is used to refer to faculty and staff of the Schools of Medicine, Public Health, and Nursing and the Hospital and Health System.

2 The term “branding” is used here to mean arrangements whereby the institution (or institutions) sponsors, supports, or hosts a health information project or product.  Whether a particular proposal should be considered to involve branding or “use of name” will be determined by the HIMG Administrative Director, who may consult with the HIMG Chair as needed to make a determination.  Proposals involving “use of name” and not branding will be referred to the appropriate administrative office, such as the divisional public affairs office.

3 Programs administered by the Johns Hopkins Medicine Office of Continuing Medical Education are considered exempt from these guidelines.  CME programs are governed by separate rules, including those of CME’s accrediting body.