Hospital Branding

At a recent conference, I heard much chatter about whether it really matters if a health system becomes a brand. And, if it does, what are some new messages and promises it can state that are actually of interest to the community. Here are five ideas that health systems can consider for their brand based on research, community attitudes and needs, leadership vision and cultural relevance. Yes, health systems should continue to brand and always seek a position that is new and interesting! Access to Services First and foremost, a health system ensures that people have access to healthcare services. Without a well-functioning health system, people may have to travel long distances to receive medical care. This can be a significant barrier to accessing care, especially for those who live in rural areas. A strong health system ensures that people have access to a range of services, including primary care, emergency care, and specialist care. Promoting Health Secondly, a health system plays ...

If your hospital website is like most, it has realized significant increases in traffic over the last couple of months.  And, chances are, your telemarketing programs - both inbound and outbound - have pushed the boundaries of overtime and exhaustion.  Of course, your halls and beds have never been busier or more full. Hospitals across the country are the focus and centerpiece of their hometowns during this latest surge in the COVID  pandemic.  While national news and subject matter experts are providing the science and insight at "10,000" feet, it's the local organizations and providers that are making it real and working the trenches. As hospital branding and marketing folks, you have an incredible opportunity to showcase your organization in more ways than ever - because people are actually paying attention to what you are saying and doing.  Let's face it, in "normal" times, people just don't give their local hospital or health system that much though...

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...

Regardless of the business or industry you’re in, strategic marketing plans have long referenced initiatives for both customer acquisition and retention.  Strategies and tactics are focused on either gaining new customers or keeping them. The pandemic has caused (among many other things) an entirely new customer focus that has been receiving a lot of attention among marketing departments;   reactivation .  Simply put, reaching and motivating existing customers to once again   use   your services.  For any business that is not solely online, this is a critical objective that has significant impact on revenue and growth. The concept of customer reactivation includes other key differences than those of its acquisition and retention counterparts: Competition Customer reactivation brings on a whole new level of competition that has nothing to do with your competitors.  Basically,   you’re not competing against other businesses or organizations   –...

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 people find themselves risking their own health to help others or sheltering-in-place to stop the spread of the COVID-19 virus, brands can provide reassurance in unique and thoughtful ways. From car manufacturers to restaurants, healthcare systems to hotels, brands are shifting their messaging to offer reassurance, safety, and even new ideas on delivering their products and services.  It’s amazing how quickly they’ve been able to turnaround their messaging and production strategies!  Already, there are best practices being established and amplified throughout the branding and advertising industries. The following are strategies you can act on quickly to keep your brand relevant and meaningful during these stressful, game-changing times: Communicate in an empathetic tone  – start by acknowledging that your audience is experiencing losses and lifestyle changes in ways never felt before. Great brands have relationships with their consumers, and now is the time to...

If you’re like millions of Americans, you’ve seen the award-winning television show “Shark Tank,” in which entrepreneurs have 10 minutes to sell investors on their business idea. Now transfer that image to the last time you walked into the C-suite to sell your annual strategic marketing plan and budget. “It can be a similar experience,” said marketing consultant Rob Rosenberg, president of Springboard Brand & Creative Strategy, Ltd., in Chicago. “You have a limited time to give your presentation to a skeptical audience who has typically been sitting in a conference room for hours listening to numerous other pitches involving new investments or the request for more resources.” Read more on SHSMD’s newsletter  Spectrum  that features an interview with Rob Rosenberg and Paul Szablowski. Link Here

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...