Healthcare Brands Require Strong Internal Engagement

Healthcare Brands Require Strong Internal Engagement

Whether a hospital system, specialty practice, medical association, or device company, healthcare brands will only thrive with strong internal engagement. This is especially important with the rapid consolidation in the healthcare industry today. For providers, where referrals among medical staff members and sub-specialties make or break the system, engagement is paramount. When we conduct focus groups with internal teams at leading health systems, most employees do not know the “5 W’s and H” within their own organization: “who it consists of” “what’s expected of them” “why should they care” “where they should refer” “when” “how” As a result, organizations experience great leakage of patients, and revenue. Communications strategies help address many of the unknowns. Internal campaigns including brand overviews, videos, books, and other tactics can explain the size and scope of the organization. Of course, graphic standards manuals are essential. Especially in terms of presenting healthcare brands in a consistent and unified manner, no matter which architecture strategy is being developed. Online tools and staff profiles will also help facilitate referrals from one practice to another or among sub-specialties. Most healthcare professionals understand “when” referrals should be made.  However, soft reminders are sometimes needed for family physicians who would rather treat their patient than “lose” them to a referral. Key here is to develop protocols.  These ensure the primary care provider gets their patient back after specialty procedures or consultations are performed. That takes care of most of the W’s and H. Let’s focus on the “why”. Really(!?), employees have to be told why they need to care about keeping patients within the health system? Unfortunately, they do. It’s always eye-opening and mind-boggling when you meet with internal stakeholders and suggest they be accountable to their organization for patient referrals. And being accountable means knowing the who’s who and what’s what within the enterprise. The “why” should be answered with “because it’s your job, and you lose risking it because there won’t be enough money for your paycheck!” In all my years working with healthcare companies, I’ve only heard a couple CEO’s be this overt and direct with employees about keeping referrals in-house. There’s not an “I” in accountability, but there certainly is a “Y”. By the way, both of these CEO’s and their organizations are extremely successful. Most employees want to support their employer and do what’s necessary to see it be successful and remain gainfully employed. The issue is, most aren’t told the “why” in the most direct fashion.  As a result, they don’t pay enough attention to the other “W’s.” Internal engagement strategies are hugely important for brands to be successful, regardless of the industry. They just need to be bolder, more emphatic, and include language that hit both the heart and wallet of their employees. If this strikes a chord and stirs your senses, give me a call to discuss healthcare brands at 847.398.4920 or email Rob@springboardbrand.com. You can also contact us...
Can you write a healthcare ad without using the seven “deadly” words?

Can you write a healthcare ad without using the seven “deadly” words?

George Carlin will always be remembered as an original with many great comedic acts, but his “seven deadly words” bit (what you can’t say on network television, back then…) is a classic. Under this theme, branding expert Paul Szablowski (former Senior V.P., Brand Engagement of Texas Health Resources, CHW, etc.) and I teamed up on an article of a similar title for a popular healthcare ad / marketing publication. It’s been about ten years since it was published, but that article generated more talk value than any I’ve received since. The article was about the seven “deadly” words you shouldn’t use in hospital advertising because they make little sense to consumers and are non-differentiating for the brand. After attending a recent healthcare advertising trade show and competition, I am prompted to again write about these words and why hospital marketers should not be using them. Because I heard a lot of them! Okay, here’s the list: Interdisciplinary Ask ten consumers on the street what this means to them and their health and you’ll quickly understand why it’s a waste of space and benefit. Other like words that don’t officially make the list, but should, include continuum, integrated, and coordinated. World-class Technically two words, but often used as one thought in healthcare. After a decade, there is still no need nor regulatory act to substantiate such claims and as a result even a two-bed hospital in you know where, can claim to be “world class.” By the way, in case you’re looking to be less global and more local, “nationally-recognized” doesn’t do it, either. Quality – okay healthcare folks, it’s a cost of entry for your organization. Sort of like the word “trust” – if you have to say it, you probably aren’t. Good copy line, but not fit for a strong tagline or headline. State-of-the-Art Similar to “world-class” in that it is often used as one thought in advertising. In this industry, as soon as you say it, you’re out-of-date. Care See “quality.” That’s like a food brand talking about tasting good. At least use a unique adjective to describe your care. Close-to-home – another multi-word, single thought phrase often used by hospitals. Study after study reveals that being convenient is not a primary selection factor for certain kinds of specialty care beyond ER and primary care. Compassion – See “care,” see “quality,” see just about every hospital in the country. Back in the early days of hospital advertising, and most likely at a similar time as George Carlin’s original rant (1972), these words and phrases were common because the marketing discipline in the industry wasn’t. Amazingly, they are still being used today in a more sophisticated industry of brand development and differentiation. Go ahead and write your next headline or tagline for a healthcare ad. See if you can avoid these words. If so, you’re using terms and phrases that are more unique to your brand and the customer experience. This is such an important strategy in today’s keyword society. If you find yourself relying on these deadly words, kill them before they do the same to your brand. Did I miss any? — If you would like to learn more about Springboard and writing an healthcare ad, contact us...
Why some brand identities make you cringe

Why some brand identities make you cringe

When you stop for a brief moment, and let’s face it – a very brief moment, to look at a brand identity, there are some that make you nod approval and others that make you cringe. You know, that look on your face when nose and lips almost meet and your eyes squint. What makes a brand identity cringe-worthy? Why can’t they all be simple and powerful like Apple, Nike, and FedEx; each telling a story well beyond the icon or tagline. After studying and creating various identities over the years, here’s a quick list of some reasons brand identities might make you cringe: What is that? These are the brand identities that you can’t even identify. They contain strange symbols, layers of “brand” elements, and iconic images that only a client would love. Typically, these are client-led ideas that nobody had the guts to say, “this looks like guts.” The remedy – listen to what the client meant, not what they said. And translate into an identity accordingly. Size matters Agency folks, especially art directors, for years have told tales about the client “wanting to make the logo bigger.” I’ve secretly sided with clients on this request because, after all, it’s important to know the brand anchor behind the ad, brochure, or other piece of communications you’re reading. Interesting that today, where digital media receives the majority of brand spend, identities are getting smaller and more difficult to read on social media posts, banners, and other applications. The remedy – brand identities need to be responsive (like websites) to adapt to the space that’s allotted. This means there needs to be flexibility built into graphic standards so different applications can be used for different spaces. You know the old saying, “you can’t stuff ten pounds of you-know-what in a five pound bag! The lost symbol If you stand on one leg, look in the mirror, and close one eye, you’ll see it! Just like the FedEx arrow! We all know these identity types. With the over 6,000 forms of messages, symbols, icons, and other forms of communications we’re exposed to on a daily basis, good luck getting someone to spend more than an eye blink trying to get the hidden meaning within your brand identity. The remedy – design a brand identity that identifies and supports the position/promise first, and if there’s an element of it that tells a brand story over time, or is lore at internal meetings, that’s great. The blank slate Creating a brand identity is part of a brand strategy and should be developed within that context. Not on a design island all on its own. When your organization has determined the need to reevaluate its brand identity, it means you should be reevaluating your overarching brand position. What a great opportunity to use the brand identity as one element of bringing the brand position and promise to life! The remedy– don’t start with a blank piece of paper. It should be filled with research findings, goals, messaging considerations, and other brand insights that need to be taken into account when developing the identity. The sea of sameness Those same turbulent waters that capsize ad campaigns also swell around identity development. When creating a new brand, use the opportunity to be fresh and different. To stand out in a crowded market. To differentiate. The remedy – pin up the identities of other brands competing in your market. Evaluate what makes them the same (colors, shapes, type, etc.) and include those in your creative brief. Encourage your designer to go outside the norm and consider new ideas that will make new waves in the industry. The “two is better than one” With all the consolidation taking place in most industries today, identities tend to have split personalities. Borrow a little from pile A and a little from pile B and, wallah, we have a pile! The remedy – instead of trying to create a Reese’s cup, capture key elements of the merging entities and/or the value of the new enterprise to develop something new. Of course, if it can be as tasty as chocolate and peanut better, bring it on. I know there are other reasons some brand identities make you cringe. Feel free to add them here. My hope is that as a result of reading this, there will be one less snarled face out there trying to decipher the story, hidden meaning, or undifferentiated blob used as a brand identity. Contact us at Springboard to learn...
Brand Thinking Outside the (Blue) Box

Brand Thinking Outside the (Blue) Box

The blue box has never been hotter. Sales and stock prices are at record highs and Tiffany appears to be soaring; even with some of the highest price points in the retail jewelry sector. The reason for this performance is that Tiffany is thinking outside its box and embracing new customers, lifestyles, and preferences with innovative products and open-armed service. Long regarded as a stodgy, conservative brand for those consumers who step right off a print advertisement, Tiffany also has recognized that brands change at the speed of culture, and it was time for a different course. After 178 years in business, the company is recognizing that marriages are different as are household compositions and it’s paying off for them. One excellent example of this is Tiffany’s first advertising campaign targeting same-sex couples. A series of print ads is being introduced.  Not only do they feature these couples, but are also showing traditional marriages which represent more than husband and wife. Today, there are kids and other family members involved and new messages and products are hitting that sweet spot. Heartbeat Branding We talk about “Heartbeat Branding” at Springboard. Tiffany is doing just that. They have found the “sweeter spot” at the intersection of brand benefits, consumer needs, and cultural influences. Their brand attributes include excellence and elegance. Their consumers want excitement and commitment. Cultural influences also include new marriages, household composition and a stronger economy. Mix it all together and they’ve hit the “Heartbeat” of their brand. Branding today is about heartbeat, not chest beat. Tiffany is one example of making your brand super relevant. Brands that are looking for their heartbeat need to think outside their own box and more into the lifestyle, needs, and passions of their audience. That’s what Tiffany is doing and what heartbeat branding is all about. Contact Springboard today to learn...
Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Creating a Heartbeat Brand Requires Knowing Your Audience in New, Relevant Ways

Most research studies provide excellent insights into your brand.  For example, knowledge, attitudes, and perceptions people have of your brand, their intent to use, and likelihood to recommend.  In addition, there’s data collected on who replied to the survey; gender, age, income, etc.  Yes, this tells you about what people think of your brand.  However, it doesn’t tell you anything about the people who use it, or want to use it.  Creating the highest level of relevance with your brand requires knowing more about the people you’re targeting than has been customary. Just like in good advertising practices, it’s about them – not you.  A heartbeat brand is one that appeals to the interests, lifestyle, visions and dreams of your audience.  Use your market research to help you understand these traits so your brand can be more effectively positioned and modified to meet their needs. There should be a section within your questionnaire that asks people about what matters most in their lives.  How they spend their time, activities they enjoy, hobbies they pursue, etc. Armed with this information, you can begin to reflect these passions and interests in your brand communications. Images become more than design background; they become eye-catching relevant scenarios. Your audience sees themselves and how their life intersects with your brand, not the other way around. Knowing your audience in new, relevant ways will help you create positioning and messaging platforms that break through and become noticed.  Why?  Because you’ve captured the essence of what’s most important to people you’re trying to influence, not trying to influence them with your brand message. Contact us today to learn more about your heartbeat...
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