Enhancing Branding in Healthcare
How many times have you seen a healthcare advertisement like this?
What does this tell the patient? It says that we have good looking doctors and nurses.
But how does this contribute to their care? And what sets it apart from other healthcare systems using identical stock photos in their ads? This isn't branding. Branding isn't merely about the logo and colors; neither is it about just making things "pretty".
So, what is branding, and why is it crucial in healthcare?
Branding revolves around utilizing imagery, colors, and a logo to establish a connection with the target audience. It's about imbuing these visuals with meaning and coherence. It's about integrating the elements so that patients and consumers see your colors/logo/images and immediately grasp what they represent and signify to them. Instantly giving consumers and patients a reason choose your brand and healthcare system over the best alternative (without needing a long list of capabilities).
Consider iconic brands. Their colors are instantly recognizable even without their logos. Think of Target. The moment you see a red target, you know what it signifies, even without seeing the brand name. And what does it mean to you? Affordable yet stylish products. (And a place where you intend to pick up one thing but end up with a cart full!)
Now, envision your favorite healthcare provider. Can you visualize their brand? Does it evoke any emotions? If you've had a positive or negative experience, it likely elicits a strong emotional response.
I've always been perplexed by why healthcare systems opt to blend in to the pack, rather than foster a unique identity to drive that emotional connection. Patients WILL form an emotional connection. Often, they find themselves in a healthcare setting on one of the toughest days of their lives. Even if the outcome isn't positive, patients can still have a favorable experience with the staff and facility. By embracing the brand and aligning it with the patient experience at every stage, healthcare systems can evoke positive emotions tied to the brand.
One memorable example of a branding misstep in healthcare occurred when I spearheaded the marketing and branding for a new retail health concept. The brand's pledge was to provide "Urgent patient care in 30 minutes or less." Storefront urgent care facilities were established for this concept. They were sleek, with a team member warmly welcoming and swiftly checking in patients at the front door, akin to a visit to the Apple Store. Patients were to be promptly escorted to a private patient room, bypassing the waiting area to expedite their visit. However, the waiting rooms were lavish. Complete with a coffee bar and tech amenities, they were inviting spaces.
But why were they necessary if patients were meant to skip the waiting room? Unfortunately, by the time marketing was brought into the project, the fancy waiting rooms had become a reality, instantly undermining the brand promise. While they occasionally achieved the "30 minutes or less" goal, it wasn't the standard. If branding and patient experience had been integrated throughout, the outcome would have been vastly different.
Let's consider another instance. I was involved in a project where a medical device was to be installed in patients' homes. It was a complex endeavor involving various individuals, including vendors, visiting patients' homes. It was a scenario ripe for mishaps, potentially resulting in a confusing brand experience for the patient.
We meticulously examined each step of the process, down to the minutest detail. Here are some of the considerations I addressed to guide the plan:
- What does the delivery van for the device and equipment look like? Is it branded or unbranded? Do patients want their neighbors to know they have medical equipment in their home?
- How is every person entering the home dressed? What if they're a vendor? How can we instill confidence in the patient regarding the product if it's a different brand? Or can we align those brands?
- How do all individuals communicate with the patient? Do we have standardized branded language?
Guidelines were established for the attire of anyone entering the home—either bearing the healthcare system's brand or no brand at all. Scripts and talking points were devised (and training provided) to ensure uniform language and a consistent patient experience. And the brand was interwoven into every facet, from the device's packaging to the patient's training and interaction with staff, cultivating a positive branding and patient experience. Even when the patient felt confused, scared, or frustrated, they knew they were dealing with a brand they could trust.
This underscores the importance of healthcare branding. It ensures that building trust with the patient at every juncture of their journey isn't contingent on an individual provider but rather that the provider is inherently trustworthy because they embody and align with the brand.
Let's continue to prioritize patient-centric branding strategies and drive positive healthcare experiences for all. Together, we can shape a future where every patient feels valued, understood, and empowered. Keep championing healthcare branding excellence!