Just as a physician uses an EKG to quickly assess heart health, healthcare strategy and marketing leaders can use Springboard’s Brand EKG to get an immediate read on their brand health.
The Brand EKG is more than a marketing metric. Hence, It’s a strategic tool that directly connects brand investment to growth potential. By diagnosing the strength of your brand across key measures, you gain actionable insights to guide strategy, optimize campaigns, and ensure that marketing initiatives deliver measurable organizational value.
Why the Brand EKG Matters
- Connects Brand & Business Strategy: Aligns marketing priorities with enterprise-wide goals.
- Identifies Marketing Gaps: Shows where awareness or preference is not converting – pointing to areas that require marketing or operational intervention.
- Builds Differentiation: It reveals if your messaging is breaking through in a competitive market – or if brand relevance is to be strengthened.
- Guides Investment Decisions: It ensures budget and resources are directed toward initiatives with significant impact.
How It Works
Built on decades of healthcare consumer research and validated by industry experts, the Brand EKG tracks three critical measures—awareness, preference, and usage.
A healthy brand shows consistent alignment across these measures, with a 15 – 20 percentage point variance from awareness to preference and from preference to usage. Where your organization stands for each of these data points informs a specific strategy. Springboard’s knowledge and use of this proprietary tool determines the strategic next steps for each of the following results:
- Too much variance
- Too slight a variance
- Anomalies, such as higher usage than preference
The Brand EKG enables marketing leaders to identify areas for improvement in brand storytelling, channel strategy, or market activation to drive measurable growth.
A Foundational Step for Marketing Leaders
Integrating Springboard’s Brand EKG into your marketing strategy is more than a diagnostic exercise. It’s about building the foundation of a stronger healthcare brand that leads to increased usage and organizational growth.
- Clarifies where marketing can directly influence brand strength and business outcomes.
- Provides actionable data to present to C-Suite leaders on the ROI of marketing investments.
- Strengthens alignment between marketing, operations, and strategic planning.
In today’s competitive healthcare landscape, Brand EKG gives marketing leaders the insight to turn strategy into sustainable growth.
The question is – do you know your brand’s health?
Let’s talk.
To set up a time to discuss your brand’s strategic opportunities, please contact me at mike@springboardbrand.com.