Hospital Branding

Great brands make a promise to consumers and deliver real value.  They go beyond "feature/benefits" and improve the way we feel, perform, and enjoy life.  Think about your favorite brands and the messages they communicate; most likely one or more of these lofty platforms are covered. A recent consumer study was conducted to peel back benefits and uncover what really drives consumers to certain brands.  These are called "heartbeat" brand attributes because they, well, make hearts beat with excitement, passion, and hope. In the 2014 "Heartbeat Brand" survey, conducted by Springboard Brand & Creative Strategy, consumers (N=225) were asked, "How important are the following characteristics of a heartbeat brand?"  The top three that emerged as "very important/important" were: Reflects a personal passion           69% Improves health and well-being    66 Expands my knowledge               ...

Implications for Healthcare and the "Loyalty Loop" It seemed funny at first: An energetic, youthful friend in her early 60s posted on Facebook that she had just earned coupons from a well-known drugstore for products “she may need” – Dulcolax and Depends. We all had a sarcastic “group laugh” on Facebook. I guess we’ve become almost numb to these highly personal promotions now, and the company probably thought they had hit their target. I think they actually missed the mark, stepping over a line that we women don’t want crossed, particularly when it comes to our health. The coupons remind us all that companies know a little too much about our personal lives. As a matter of fact, they think they know us so well that they have earned the right to make intimate suggestions. Sure, we use the “loyalty cards” to generate discounts in exchange for sharing purchase information. But did this company earn my friend’s loyalty by making presumptions based on her age and trends? Or did the...