Hospital Branding

Hospital Branding: Why a name change isn’t “just a name change.” Naming is a key element of a brand strategy along with an identity, tagline, and architecture.  Creating a new name involves many hours of deliberations, word combinations, napkin renderings, pillow talks, research studies and brainstorm meetings.  However, the result is (hopefully) a strong brand name that perfectly reflects the new organization and its desired market position. So, after all the painstaking work that goes into a naming strategy, why are some companies quick to qualify, or downplay it,  as “just a name change.”  It’s almost as if they’re apologizing to their customers about changing the name. Wrong!  If you’ve gone through the decision-making and strategic process to change your name with key goals in mind, then   own   it and promote all the changes associated with it.  Your customers want to know the “why” behind your name strategy and what’s in it for them. Whethe...

What a year it’s been!  The devastation associated with the pandemic has touched all of us and I hope this finds you in a healthier and more positive space. Thankfully, vaccinations are being rapidly dispersed, and the world appears to be on its way back (save for the good old’ “hot spots”).  I won’t say “back to normal,” because – frankly – we don’t know what that is yet, but what will your brand look like going forward? When it comes to your brand, the same thinking applies, and questions abound.   How are you planning to move forward?  “What does your brand look like?”  “How will you portray customers, with or without masks?”  “When will you go full throttle?” Therefore, brand planners in all industries are actively game-planning the return of their brands and we have already begun to see shifts in their advertising away from the “together” message back and toward the competitive spin.  No more kumbaya! Here’s our thinking on some of these key ...

  Healthcare marketing professionals are facing another epidemic; “ brand fatigue .”  Many are tired of working from home, an endless loop of Zoom calls, and constantly trying to think of new, better ways their brands can succeed in this new environment.  Yes, it’s exhausting! But this is when brands have to stand up to meet the challenge.  When their loyal consumers rely on them most.  Where trust and dependability matter more than ever before. So, how can you avoid brand fatigue in the next few months and step up to the new challenges that will ultimately impact your planning?  Here is a checklist to add to your Zoom brainstorming session that will hopefully spark some renewed energy and enthusiasm: Product/Service Innovation  – If there’s ever a time to think “ outside the box ,” it’s now. During  Wave 1 , we saw restaurants and retailers rise to the challenge with “ touch-free,  curbside services .”  Established brands like Peloton i...

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...

As 2020 approaches, there are important changes to make in order to help improve your personal and professional success in healthcare marketing. 1. Focus on growth and business building, not marketing Marketing in many healthcare organizations still lands on the promotional side of the equation.  Successful marketers are those who understand the growth goals of their organization and develop strategies, beyond campaigns and clicks, to generate revenue and support new customer acquisition.  Marketers need to shift their “frame of reference” from “doing marketing” to “leading organizational growth through marketing.”  This will earn you a more favorable spot in the C-Suite and among your team.   2. Develop the right dashboards You’re too focused on the promotional side of things when your marketing “dashboard” consists of primarily digital terms that leave the C-Suite in the dust.  When you include business metrics, your dashboard will light up and prov...

Coming up with fresh content for your healthcare website can be challenging, but is vital since content is the most important ranking factor in Google’s search algorithm. Stale content can lead to bored readers and duplicate content can lead to penalties from Google.  Don’t let content on your website become dull and repetitive by following these tips below to keeping your healthcare marketing content fresh. 1. Research Hot Topics and Keywords Use  Google Keyword Planner  and  Answer the Public  to see what people are searching for on the web that’s related to your business and services.  These are the most searched keywords, phrases and questions – if you don’t have content on these topics, you are missing a huge opportunity to reach these people. As you can see from the chart below, about 50% of blog traffic is found through search results.  It is crucial to write blogs on relevant topics that people are most interested in. Source: Nei...

We've all been in those strategic meetings with notes posted all around, flip charts turning, and colored markers crowding white boards. Working on those few, but fabulous words, that will crystalize an organizational brand and set it apart from all others in the space in which you're competing. The words will also engage internal audiences, motivate customers, and serve as the foundation for (at least) a year's worth of content and creative messaging. Someone blurts out an idea, and it sounds great. It's exactly what your organization does! Wait, that's it...it's the  definition  of your company. It  is  what you do. Having been in many hospital brand sessions, I'll use that as an example: "We care for the sick, yet help people stay well, too." Or, a home care company might suggest "we provide quality care for people (wait for it...) in their home." By definition, merely stating the obvious and reinforcing what business  you...