Healthcare branding and marketing – top ten tips

Healthcare branding offers an opportunity to differentiate amongst competitor healthcare providers. A strong brand will help face the abundant challenges to engage with patients and strengthen those relationships. Evidence suggests that 85% of the decision-making on choosing a brand stems from emotional factors. So, healthcare branding should be about real emotion, connecting with the hearts and minds of your audience.

healthcare branding

Here’s our top ten tips about healthcare branding.

1. Shared goals – a healthcare organisation needs to have a clear vision underpinned by the brand’s core values and clearly identified goals; it’s about who you are, what you stand for and how you’re different.

2. Brand strategy – a healthcare brand has to develop a singular brand vision, positioning and a key messaging framework of values that are communicated consistently.

3. Brand identity guide – is a bible that all internal and external parties must adhere to; it is a vital point of reference that sets out protocols to help manage and protect your brand and ensure all are acting in unison.

4. Editorial style – the tone of voice of all branded communications must be patient friendly and professional, providing information that can increase their knowledge and yet be easily understood.

5. Logo – it’s vital that visual identity is shown consistently; connection with healthcare brands can be stimulated right from a patient reading the name of the organisation and the configuration of its logo.

6. Unified internal team – the internal team needs to be aligned to deliver unified messages and experiences; the medical staff’s reputation can reinforce positive brand values and in turn become brand champions.

7. Brand position – health audiences expect expertise, compassion and technology with convenience; above all they want to trust that healthcare brand, it gives a competitive advantage

8. Messaging strategy – this requires disciplined management to ensure promises made are delivered to reinforce trust in the brand. These need to be synchronised with the delivery of care.

9. Engagement channels – consider multi-channels, both traditional offline and digital online, to communicate simplified messages cohesively.

10. Social media – gives the opportunity to personify your brand and can be used to join conversations and communities to cultivate an open, responsive environment to build stronger patient engagement.

The impact of respecting your healthcare brand can ensure that internally the organisation remains unified and inspired. Externally strong brand awareness encourages a better understanding of the healthcare organisation. These approaches will help build strong brands and encourage brand loyalty. Share your healthcare branding thoughts by leaving a comment below or on Twitter.

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