Hospital Branding: Can your brand ever return to "normal?"
We are almost six months into this pandemic, and many marketers are reading, writing, and answering loads of questions about the return to brand “ normalcy. ” Personally, I haven’t heard the same response given to that question in the many webinars, zoom presentations, and podcasts in which I’ve either participated or tuned in. Most thought leaders agree, however, that there is a four-phased approach to “ re-opening ” brands. The four phases include Response, Recovery, Restoration, and Revitalize. A quick recap of each: Phase 1 Response – Brands focused on safety, gratitude, and reassurance. “ We are all in this together ” was heard around the world. And for healthcare organizations, it was all about the “ heroes .” Phase 2 Recovery – Again, new safety protocols were ‘front and center’ and brands were actively changing operations to meet the needs of a very scared public. From home delivery to curbside pick-up, every organization had to rethink their produc...