As a healthcare marketing director, your goals are simple: You want to draw more people to your hospital or clinic; you want your existing patients to be more loyal; and when individuals are in need of medical care, you want them to think of your hospital or clinic first. So what’s the secret to achieving these universal goals? The answer all comes down to your branding strategies. Proper branding can set you apart from the competition and drive loyalty and growth. To ensure your healthcare branding strategies generate success, just follow the tips below!
#1: Think long and hard about what you want your brand to convey.
Before you do anything else with your healthcare branding, first consider the following: How will your brand tie in with your overall mission as a healthcare organization? And what, specifically, can you provide your patients that the competition can’t? For instance, do you pride yourself on short wait times – or maybe state-of-the-art technology? Figure out precisely what services, features, feelings and benefits exemplify your hospital or clinic, and develop a brand that reflects those attributes.
#2: Incorporate your brand in everything you do.
Solidifying your brand takes a lot more than simply slapping a logo on all your healthcare marketing materials. Your brand should, in fact, influence every single aspect of your organization, including the way caregivers interact with patients, the tone of voice used in marketing materials, the design elements portrayed on any printed pieces and even the general atmosphere of your hospital or clinic. You can never think too broadly when it comes to your branding strategies!
#3: Bring emotions into the equation.
Is your brand all about compassionate, neighborly care? Or maybe you’re more focused on conveying a sense of authority and professionalism? Whatever kind of emotion it is you want your brand to promote, use that emotional connection to your advantage. The trick to successful healthcare branding is to make your audience feel something on a deeper level. So don’t just think logically – think emotionally!
#4: Thank people who show brand loyalty.
There’s a reason the thank-you note has never gone out of style. The simple fact of the matter is that people appreciate being appreciated – so find a way to communicate to your loyal patients that you recognize and value their patronage. Just a simple phone call or short note can go a long way to making your patients even more loyal in the future.
#5: Be consistent – but also remember that flexibility is key.
This tip may sound like it’s offering conflicting advice, but actually a healthy mix of consistency and flexibility is just the trick to keeping your brand both memorable and current. While your underlying brand values should always remain constant, allow enough flexibility so that you can continue to convey those brand values in new and innovative ways. If you’re all about cutting-edge treatment options, for example, make sure you stick with this brand value – but be flexible enough to update your healthcare marketing pieces as new advancements in medical technology are made.
Now that you know the basics to building a successful brand for your hospital or clinic, it’s time to put your knowledge into action. Need some help getting started? Check us out at www.imageworksdirect.com to learn more about our comprehensive healthcare marketing capabilities!