Award-Winning Branding Blog

Hospital Branding

Springboard Brand & Creative Strategy is pleased to present to you our award-winning blog on hospital branding. As an innovative branding and communications firm with clients ranging from leading health systems to medical associations, we are constantly thinking and writing about many of the latest trends and forces impacting healthcare organizations.

Follow our hospital branding blog and learn from the lessons of others in the areas of social media, brand building, advertising, integrated marketing, and strategic thinking.

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8 Changes to Make in 2020 to Improve Your Healthcare Marketing Success

8 Changes to Make in 2020 to Improve Your Healthcare Marketing Success

As 2020 approaches, there are important changes to make in order to help improve your personal and professional success in healthcare marketing. 1. Focus on growth and business building, not marketing Marketing in many healthcare organizations still lands on the promotional side of the equation.  Successful marketers are those who understand the growth goals of their organization and develop strategies, beyond campaigns and clicks, to generate revenue and support new customer acquisition.  Marketers need to shift their “frame of reference” from “doing marketing” to “leading organizational growth through marketing.”  This will earn you a more favorable spot in the C-Suite and among your team.   2. Develop the right dashboards You’re too focused on the promotional side of things when your marketing “dashboard” consists of primarily digital terms that leave the C-Suite in the dust.  When you include business metrics, your dashboard will light up and provide a snapshot of your organization’s marketing success in terms of share-of-wallet, customer acquisition, profit margin, and conversion rates.  CEO’s consistently state they don’t really understand digital metrics (nor care to) but want to know how this investment translates to new revenue and growth opportunities.   3. Conduct market research to learn about your customers Most market research studies ask a lot of questions about the brand, not about the customer.  Other than demographics at the end, very few ask consumers about their interests and passions, what’s important to them, and the issues they’re most interested in.  Look at your customer research from their POV and you’ll gain great insights on how to make your marketing strategies much more relevant and engaging.   4. Develop... read more
7 Tips (and 15 Tactics) to Grow your Healthcare Brand by Connecting Your Brand Promise to the Patient Experience

7 Tips (and 15 Tactics) to Grow your Healthcare Brand by Connecting Your Brand Promise to the Patient Experience

Growth isn’t a “nice to have,” it’s a “must have” for almost all healthcare brands. And as a healthcare marketer, you are uniquely positioned to lead a growth strategy that connects your brand promise to the patient experience. Many healthcare organizations have identified that elevating the patient experience will fuel growth in terms of repeat usage, positive word of mouth (reviews) and brand loyalty. The following explores some of the ways healthcare marketers can lead this important growth initiative: 1. Create an elevating and differentiating brand promise One that emerges as the benefit of your brand’s unique position in the marketplace. Importantly, it has to align with the internal culture to impact patient experience. Tactic:  Discuss and test this promise internally to ensure it resonates, is culturally authentic and instills a sense of pride. 2. Understand that internal buy-in and advocacy are critical to the success of this engagement strategy. Identify and involve internal influencers and stakeholders from all levels of the organization, as brand ambassadors, early to gain support for your patient experience approach. Tactic:  Translate your promise to an inspirational internal theme.  It should provide a rallying cry for your employees and stakeholders to grab onto. 3. Empower your brand ambassadors with the tools they need to gain adoption from their teams. Connect your internal theme with “the why” behind this patient experience initiative – for the employees. It’s important for each to understand “what’s in it for them” in order to gain engagement, adoption and compliance. Tactic:  Develop interactive tools that enable your ambassadors to present, discuss and roleplay with their team members. These tools may... read more
Healthcare Brand Naming | What comes first – the position or the name?

Healthcare Brand Naming | What comes first – the position or the name?

Fall is a season of great transformation.  From colorful leaves to kick-offs and playoffs, the season brings change, reflection and hope. In the healthcare industry, fall also unearths many metamorphoses among companies, hospitals, and health systems.   After months of planning, studying, researching, and “cocooning” new ideas, brands emerge and dot the landscapes across U.S. markets.  Many of these names surface from the multitude of mergers and acquisitions that have also been in the planning stages during the summer months. I always enjoy reading about these new brands and learning their story as told by a new name, logo, and tagline.  Some, you can tell, are thoughtful, customer-based, and research-influenced.  Others seem to come out of the blue (healthcare’s favorite color, of course) with little explanation and depth. This always begs the question in brand evolution; what comes first – the name or the position? By “position,” I’m referring to the classic marketing discipline of determining the “why” of your enterprise and “where” it intends to be established in the minds of your key audiences. Without stringing you along, I’ll provide my viewpoint on the discussion of what comes first; I strongly believe every healthcare brand naming opportunity should start with and revolve around an evaluation/evolution of a brand position.  This provides the opportunity to develop a unique marketing strategy and reinforce it with a name, identity, and tagline that communicate your story.  How great is that!  A name and identity which actually makes sense in the context of your brand.  Its equity and relevance, and not just comprised of clever or computer-generated terms that offer little differentiation and no... read more
Reviving your Healthcare Brand’s Cultural Relevance with CSR

Reviving your Healthcare Brand’s Cultural Relevance with CSR

Twenty years ago, when some companies were “printing money,” corporate social responsibility (CSR) strategies were often developed as a way to deflect consumer attention away from big profits, write-off more expenses, and – in fairness to those who did – do good for the sake of society. Studies prove that CSR has a positive impact on a brand; increasing preference, loyalty, and engagement. The companies benefit, too, with less employee turnover and more revenue. That was then. This is now, and CSR seems to have taken a back seat. Not saying it doesn’t exist, but it appears less visible and instrumental in brand strategies. There are probably good reasons for this; certainly digital media is highly targeted and therefore these types of initiatives are not as mainstream as they once were, markets are much more competitive and some brands can’t afford to spread budgets too thin, and senior marketing people are less willing to take risks and implement programs that don’t generate an immediate ROI. After all, CMO’s are the most volatile in the C-suite with an average tenure under five years and constantly feel the heat in terms of performance – and CSR initiatives can’t always be measured in weeks or months. Beyond the economy and corporate performances, the world needs more CSR and it can do wonders for your brand relevance. We live in a time of social turmoil; whether it’s tragic mass shootings, political divide, acts of hatred and bullying, or just a general sense of uneasiness in our world. This is not a climate for strong brand “selling.” In fact, there are many audiences (i.e. Millennials) who... read more
5 Tips to Keeping Your Healthcare Marketing Content Fresh

5 Tips to Keeping Your Healthcare Marketing Content Fresh

Coming up with fresh content for your healthcare website can be challenging, but is vital since content is the most important ranking factor in Google’s search algorithm. Stale content can lead to bored readers and duplicate content can lead to penalties from Google.  Don’t let content on your website become dull and repetitive by following these tips below to keeping your healthcare marketing content fresh. 1. Research Hot Topics and Keywords Use Google Keyword Planner and Answer the Public to see what people are searching for on the web that’s related to your business and services.  These are the most searched keywords, phrases and questions – if you don’t have content on these topics, you are missing a huge opportunity to reach these people. As you can see from the chart below, about 50% of blog traffic is found through search results.  It is crucial to write blogs on relevant topics that people are most interested in. Source: Neil Patel 2. Take Advantage of Holidays and Healthcare Awareness Months Every month, there is either a holiday or healthcare topic to spread awareness and show support.  Take advantage of writing blogs that are relevant and timely to your services. Content can include education on the monthly healthcare awareness topics and tips on how to stay healthy during the holidays. 3. Investigate Your Competition Take a look at your competitors’ websites and blogs to generate new ideas and topics.  It is not recommended to copy their content, but it is helpful to get ideas that you can publish at a later date. This will help you compete with like-businesses and stay... read more
4 Strategies for Branding Medical Practices

4 Strategies for Branding Medical Practices

Branding Your “Branded” Medical Practice When you hear the word “brand,” your first thought may be a logo or a tagline, especially if you are tied to a branded health system. However, branding your medical practice is much more than that, and more complicated. Your medical practice brand should create a unique space in the minds of your key customers and help you attract new patients. The goal behind a branding campaign is to develop messaging that will raise awareness and engagement among potential customers.  It should help you stand out from the crowd and then get customers to use and prefer your practice so that when the need for your services arises, they automatically think of, and choose, YOU. So, what does this mean to your medical practice? Defining your brand will help you identify where you are now, and where you want to be in the minds of your customers. With this information, you will be able to chart your future course, prioritize your plans, use your resources effectively, inspire your staff and stakeholders, and ultimately increase patient volumes. So, how do you go about building a brand for your practice? Here are four strategies: 1. Identify your core competencies You must first identify your where your practice is now, in terms of core competencies, including: competition market trends key services unique benefits target audiences as well as customer knowledge, attitude and usage The goal is to identify the unique equity (your overarching market position) for your medical practice and the appropriate strategy.  This includes brand platform, essence, and overall “story” to the marketplace that appeals to... read more
How to Pitch Your Marketing Plan and Budget to Leadership

How to Pitch Your Marketing Plan and Budget to Leadership

Lessons from the Shark Tank Smart marketers will treat C-suite presentations as if they were walking into the “Shark Tank” to sell not only their marketing plan, but the strategic vision and value they bring to the organization. If you’re like millions of Americans, you’ve seen the award-winning television show “Shark Tank,” in which entrepreneurs have 10 minutes to sell investors on their business idea. Now transfer that image to the last time you walked into the C-suite to sell your annual strategic marketing plan and budget. “It can be a similar experience,” said marketing consultant Rob Rosenberg, president of Springboard Brand & Creative Strategy, Ltd., in Chicago. “You have a limited time to give your presentation to a skeptical audience who has typically been sitting in a conference room for hours listening to numerous other pitches involving new investments or the request for more resources.” Read more on SHSMD’s newsletter Spectrum that features an interview with Rob Rosenberg and Paul Szablowski. Contact Springboard for more... read more
6 Tips for Marketing Your Products and Services to the Hospital C-Suite

6 Tips for Marketing Your Products and Services to the Hospital C-Suite

One of the benefits of working closely with hospital C-suites on branding initiatives is developing a deep understanding of their goals, motivators and pain points. Here are some of the techniques (strategic and tactical) that we’ve employed on behalf of healthcare B2B clients to reach this audience: 1. Focus on their business goals Understand that the end goal for hospital C-suite leaders is improving revenue, quality and safety.  And these all impact patient satisfaction and reimbursement. This audience is also focused on competitive advantages, growth through strategic partnerships, mergers and acquisitions, sustainable cost control and reducing risk. Your messaging must speak to their goals, not your features and functions, to get their attention. 2. Develop hospital C-suite personas Understand who these decision makers are, and develop personas that outline their individual goals, motivators and pain points, relative to your product or service. Having this deep understanding will help craft the right messages. 3. Your value proposition must resonate Use the information gathered in the personas to create a unique promise or value proposition for each member of your target audience. Understand what will resonate with them, based on their motivators and pain points, and put that to work in your communication and messaging strategies. 4. Tell them something they don’t know How can your thought leadership enlighten and help the C-suite make smarter decisions and achieve their business goals? Do you have proprietary research, a relevant blog, white papers or webinar series they can follow? Develop a goal-based content strategy to get their attention and demonstrate value for your insights. 5. Meet them where they are going, literally While... read more
What’s your healthcare brand’s Digital EKG?

What’s your healthcare brand’s Digital EKG?

During an annual exam, your physician can get a good sense of your heart health with an EKG.   As healthcare marketers, a Brand EKG can also give you a quick read of your brand’s health.  Several years ago, this model was introduced to help hospitals, namely C-Suite representatives, understand consumer research findings and implications. As indicated above and based on the classic consumer marketing behavior model, a brand has to have established a strong sense of awareness and preference before leading to trial.  This model has been expanded to include brand attributes such as likability, intent to recommend, and other layers of behavior.  Based on an analysis of nearly 100 consumer studies, and validated by leading healthcare researchers, we concluded that a “healthy” brand EKG would have a variance of 12-15 percentage points between key indicators.  A larger number would indicate an “unhealthy” brand that is not converting on the preceding attitude.  For example, a brand with a preference score 20 percentage points higher than usage is not converting market share.  This could be the result of many factors including accessibility, customer service, and operational considerations (schedule, capacity, etc.).  Those brands not converting awareness to preference indicate a lack of differentiation or strong consumer brand relevance. Fast forward to 2019, and the same model can be used to assess the health of your digital marketing efforts. Springboard’s Digital EKG Healthcare marketers can add to their digital dashboards by providing a Digital Brand EKG indicating the level of conversion being established from a preceding behavior. For example, if impressions served (or similar metric) are significantly higher than CTR, you’ve done... read more

In Healthcare Marketing, Simpler is Better

  Healthcare is not simple. For consumers, it’s difficult to navigate the waters of patient care, referrals, and insurance costs/reimbursements. For physicians, balancing patient care with enterprise-wide business and growth goals is challenging. And for employees of larger health systems, there is confusion as to other providers in the organization and how/when to make appropriate referrals. These issues, along with many others, make healthcare one complex industry. And healthcare brands have become just as complicated. That’s why healthcare marketing needs to be made simple. After all, the simple definition of marketing is “meeting customer needs”.  Making a complex buying cycle and multi-layered organizational structure easier to understand are right in line with the basic tenants of marketing. Why simpler is better for consumers Healthcare marketers face a ‘double whammy’ when trying to reach and motivate consumers. First, studies show that the average consumer is exposed to 5,000 – 7,500 brand messages and marketing content a day (depending on which study you read). And with more and more channels being developed to reach consumers, that number is growing dramatically on a daily basis. The School of Human Sciences and Technology estimates that consumers switch between screens up to 21 times an hour and the average person’s attention span is now just eight seconds. Eight seconds! Not only do healthcare messages need to gain consumer attention, they also need to communicate a story, capture their interest, and cause an action, all in less time than a ten second commercial. This leads to the second whammy; healthcare marketing and messaging has traditionally not been that simple, or made that interesting. It’s often... read more
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