What to change
Branding does not establish ownership. Follow the full public route and ask who controls the destination, its content and its continued availability. Compare that arrangement with the current marketing agreement before deciding to replace it. If the page remains useful, record why it is approved and who can maintain it. If the relationship has ended, coordinate the destination change with the practice owner so incoming visitors retain a coherent experience.
A worked example
Illustrative example
Illustrative test: The profile action is tested after a supplier handover. After a supplier change, a map profile might still open a branded campaign page in the outgoing supplier's account. The practice checks whether that destination remains authorised and maintainable under the current arrangement. If not, it selects a relevant organisational replacement and verifies the complete public route. The decision is based on control and visitor purpose, rather than assuming the familiar logo proves that the practice owns the page.
What this means for your practice
A page can carry your logo while being controlled by a supplier's separate campaign account. Follow the listing's full website action and ask who owns the final destination, its content and its continued availability. Compare that arrangement with the current agreement before deciding whether it should remain. If it is still approved, record the reason and maintenance owner. If the relationship has ended, coordinate a replacement that preserves a coherent visitor journey. Your practice should be able to explain and control the public destination it promotes. Familiar branding alone does not establish ownership, especially during a supplier handover when old campaign pages may remain online.
How to check the result
The organisation can explain and control the destination visitors receive.
A mistake to avoid
An apparently familiar logo does not prove organisational ownership of the page.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
Need help with this?
Tell us what is getting in the way. Kay & Co. can help you understand the options and turn the next step into something that works for your practice.
Explore marketing & search services or discuss your project.
Try the free Healthcare Digital Planner to find your starting priority.