Hospital Branding Blog: Is Your Brand Safe?

Hospital Branding Blog: Is Your Brand Safe?

At a recent breakfast featuring several CEO’s of Chicago hospitals, the panel was asked this question: “what keeps you up at night?” Their answers really woke up the audience of nearly 500 and provided a chilling reminder about how the world and our priorities have changed. One panelist explained that his answer would have been very different years ago. It would have focused on the hospital’s census, average length of stay, and quality ratings. Today what keeps these hospital CEO’s awake is concern over patient safety. At first glance, you might suspect that their comments have to do with Medicare’s Hospital-Acquired Condition (HAC) Reduction program. Or, reports from the Agency for Healthcare Research and Quality that cite one in eight hospital admissions result in a patient injury of some kind. After all, the HAC program alone costs hospitals nearly $400 Million in Medicare payments. This kind of “patient safety” is not what these administrators had in mind. On the heels of shootings all over the world, from Paris to San Bernardino, to other crazy incidents occurring almost daily, their morning thoughts are on whether or not anything happened in their hospitals the night before and if their patients and employees are safe. Unfortunately for brands in all categories, this is not the first time, nor the last, CEO’s have to think about consumer safety. It goes way back, before the days of Tylenol tampering to the most recent outbreak of E.coli experienced by Chipotle customers. I’m sure airline CEO’s think about it all the time as do other brand leaders with products and services that directly touch peoples lives. These...
Branding in a Visual Revolution

Branding in a Visual Revolution

We humans are visual creatures. There’s evidence of this everywhere. As you scroll through your social media news feeds, images most likely catch your eye first. We share photos of vacations, not journal entries. The list goes on. The anecdotal evidence of our visual preferences is supported by numerous studies, reports and facts: The human brain processes images 60,000 times faster than text (source: http://www.t-sciences.com/news/humans-process-visual-data-better). Visual stimuli and emotional responses are easily linked in the brain, resulting in stronger information retention (source: http://info.shiftelearning.com/blog/bid/350326/Studies-Confirm-the-Power-of-Visuals-in-eLearning). Posts on Facebook with pictures have an 87% interaction rate (source: http://www.socialmediaexaminer.com/photos-generate-engagement-research/). According to Buzzfeed, every minute 510,000 photos are liked on Instagram. Image dominant social media services such as Snapchat and Pinterest are seeing rapid growth. One of the biggest indications revealed itself last month when, for the first time ever, the Oxford Dictionaries Word of the Year wasn’t a word – it’s this , the “Face with Tears of Joy” emoji! We are all aware of the existence of these expressive symbols, and the vast majority of us are using them as well. In fact, according to a recent study conducted by Emogi, 63 percent of people use them at least several times a week. You might be saying, “We know millennials and younger generations are using them, but I’m sure that doesn’t carry through to the older generations.” While the most frequent users are in the 25-29 age demographic, roughly 63% of people age 35 plus consider themselves frequent users – and only eight percent never use emojis . Big brands are taking notice, too, from Domino’s Pizza’s highly publicized emoji ordering system,...
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