Hospital Branding

(As recently published in Healthcare Marketing Advisor, February 2010, by Rob Rosenberg - President, Springboard Brand & Creative Strategy, Ltd.) Ironically, the most effective way for marketers to break the mold and breakthrough with consumers is to start with a well-defined strategy and creative brief. The tighter the strategy, the more liberating the opportunity to create outstanding advertising campaigns. The irony is that advertisers (and many creative people) feel that tight strategies actually stifle the creative process and limit the number of "big ideas" that can be generated for an ad campaign. The opposite is true. A clear strategy actually opens the world of big ideas and you won't waste time by thinking execution before strategy. The idea is to execute the strategy, not strategize the execution. Consumers are bombarded with over 3,000 messages a day in some manner, so you have to break the mold to be noticed. But that doesn't mean you have to bre...

We've heard it before. "I was presenting the strategy to my leadership team and suddenly they had the "ah-ha" moment and got what I was saying." Or, "finally had that "ah-ha" moment and came up with a big creative idea!" Call it what you will - "ah-ha" moments, "connecting the dots," or "putting the pieces together," they all imply a breakthrough in thinking or understanding. They can be the best of times and strike when you least expect them (and that's why we keep pens and paper on the nightstand). Or they can be the worst of times, and those are the ones you need to watch out for. For example, you're presenting a brand strategy or ad campaign to your hospital's CEO. A good portion of your discussion is based on the market situation, competitive insights, brand landscape, communications objectives, and other great information. Then, the moment of truth. You transition from the comfort of fac...