Healthcare Branding: 8 Ideas for Managing the “8 Second Rule” for Healthcare Brands

Healthcare Branding: 8 Ideas for Managing the “8 Second Rule” for Healthcare Brands

When it comes to reaching and motivating consumers, healthcare marketers face a double “whammy.” First, studies show that the average person is exposed to 7,500 brand messages and marketing content every day.  The School of Human Sciences and Technology estimates that people switch between screens up to 21 times an hour. As a result of this overload, the average person’s attention span is eight seconds! What makes this even more complicated for healthcare marketers is the second whammy; making healthcare messaging engaging, simple, digestible, and differentiating in less time than it takes to say “multi-disciplinary, comprehensive, continuum of care.” As healthcare systems continue to grow adding new capabilities, physician practices, and other services, messaging becomes more complex – all the while consumers are giving them less time. Here are 8 ideas on how you can manage the “8 Second Rule” for healthcare brands A long-time colleague, copywriter and tagline maestro friend of mine, Jim Morris, developed a great tagline for taglines, “Long story, short.” I’ve always loved the power and simplicity of this idea. A tagline becomes a part of the brand’s lore and legacy.  Healthcare brands still sound unimaginably similar. And the development of a unique, crafty tagline is one way to stand out and live on after your eight seconds are up.  So much more to say on this, but I’ll keep it short. Consistency of messaging from one medium to next, one screen to the next, is also another important idea. Too many brands have too many different “faces” from one screen to the next. Knowing your time is limited, should limit this practice. Become a...
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