Hospital Branding: 2014 – The Year of Less

Hospital Branding: 2014 – The Year of Less

Happy New Year!  As is always the case in hospital branding, 2014 is sure to be filled with many adventures and marketing challenges.  But, based on new studies about social trends, best-selling lifestyle books, and well-read business publications, it will also be a year with less.   Perhaps in contrast to the past few years, where the focus has been on more – technology, choices, services, information, and so on – the arrow is pointing toward “less” in 2014 as consumers attempt to simplify and streamline their lives. Here are a few key areas of trending in 2014 where the focus will be on less, but will offer more opportunities for healthcare marketers. Immersive Experiences – The new JWT study identifies this topic as its number one trend.   Brands will envelope us with a full and immersive experience like hot brand Sonos does with its wireless speaker systems.  On a recent trip to Lehigh Valley Health Network in Allentown, PA, I took a tour of the new front entrance space and it was, quite simply,  beautiful.  A hotel-like reception area with uniformed ambassadors, brand and consumer-friendly colors/lighting, and less!  Less clutter of wheelchairs in the hallways, less hassle with a separate waiting area for valet parking, and less lines with streamlined admission areas.  Kudos to my friends in marketing and Laura Harner, Director of Guest Services, for creating a true brand experience that really envelopes visitors with the right sights, sounds, and well, less. A visual world – Our world is visual.  From on-line videos to Instagram, from Pinterest to Snapchat, consumers want less explanation and long-copy, and prefer...
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