Hospital Branding

The most effective way to be disruptive in today’s marketplace is to have the deepest possible understanding of your consumers. Have you ever been behind a fo­cus group mirror watching a group of your customers, wanting to reach through the glass to educate them about your brand so they could better understand the brand mes­sage and successfully choose your product or service? All the work you think you’re doing to develop the most compelling and differentiating brand proposition is falling terribly flat! It has happened to all of us and, while it is a humbling and reflective experience, it reinforces a basic principle of branding, communications, and breaking through the clutter. It’s not that customers don’t “get” or care about the message, it’s mainly that the content is not engaging or disruptive enough to rise to the top in their already multi-tasked lives. And this leads to the brand marketer’s next task. We use the term disruptive as an adapta­tion of Clayton M. Christe