Hospital Branding

  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...

According to Deepak Chopra in his bestselling book  The Seven Spiritual Laws of Success ,  “How can I help?” is the only question that truly matters.  “It coaxes and expands your awareness out toward the service and care of others.” Many medical associations struggle with articulating an effective value proposition that helps their members expand awareness and services. Establishing this in clear and compelling manner is an essential step if you want to communicate how your organization can provide the keys to your members’ success. There are some important steps you must take before embarking upon creating your medical association’s value proposition. It all begins and ends with research. So where do you start? Here’s a brief 3-step plan. Refine your target audience First and foremost, you need to determine who your “key” target audience is. You can’t be “all things” to “all people.” Many have tried, and failed. But by clearly defining and refining your tru...