Reinventing the Brand: Trademark Strategies for the New Health Care

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Health care organizations are spending millions on branding at all levels, from corporate identity makeovers to names and advertising campaigns for new services. The job of brand managers and their legal counsel is to make sure these brands are protectable and protected, which requires an understanding of basic trademark law and the unique practical goals of branding in the health care environment.

The faculty presenting this program will address branding in the following three contexts: (1) non-legal brand identity and marketing considerations, (2) real-world brand protection strategy, and (3) the nuts and bolts of trademark registration.

Educational Objectives:
• Learn practical marketing considerations involved in major rebranding efforts.
• Understand cost-effective trademark strategies for protecting health care brands.
• Find out about the nuts and bolts of trademark registration.

Who would benefit most from attending this program?
Attorneys assisting health care providers with trademark and marketing decisions; health care marketing and brand managers and executives.



Kathi Elliott manages Seattle Children's brand and production team. She has more than 30 years' experience leading strategic marketing, creative, direct response and brand initiatives for clients in the tourism, travel, healthcare and transportation industries. Ms. Elliott helped lead an organization-wide effort to create a new, highly recognizable and much loved brand that reflects the world-class work being done at both Seattle Children’s hospital and research institute. Prior to joining Seattle Children's, Ms. Elliott was president of Peak Marketing and has also had many years of advertising agency experience working with such diverse clients as Ford, Royal Caribbean Cruise Line, AAA Washington and U.S. Bank. She is a member of the Society for Healthcare Strategy and Market Development and of the Global Alliance for Arts & Health.


Sheila Fox Morrison, a partner with her firm, represents companies in the U.S. and abroad with brand protection and enforcement efforts and other intellectual property protection needs, with an emphasis in the industries of healthcare and food and beverage products. She excels at providing business-oriented, portfolio management and strategy planning of intellectual property assets. Ms. Morrison also often works closely with the members of her firm's business group on intellectual property aspects of corporate transactions. She speaks frequently on intellectual property topics, including international trademark law and prosecution.

Ms. Morrison earned a J.D., cum laude, from the University of San Francisco School of Law, where she served as editor-in-chief of the Intellectual Property Law Bulletin, and a B.A. from the University of California, San Diego. She is admitted to practice in California and Oregon.


Marshall Nelson, a partner with Davis Wright Tremaine, has been advising health care organizations on trademark and advertising matters for more than 30 years, assisting them with trademark clearance, registration, licensing and contested matters, with particular emphasis on strategic planning. He is the former chair of his firm's intellectual property practice group and has served as copyright and trademark counsel for many major clients of the firm. He is also a recognized authority on First Amendment and media issues.

Mr. Nelson earned a J.D. from Northwestern University School of Law, where he served as Editor of the Northwestern University Law Review, and a B.A. from Northwestern University. He is licensed to practice in Washington state as well as before the U.S. Supreme Court, the U.S. Courts of Appeals for the Ninth and Seventh Circuits, the U.S. District Court for the Western District of Washington, and the U.S. District Court for the Northern District of California.