Branding A Mid-Size Community Health System.  Who do you think you are?

Branding A Mid-Size Community Health System. Who do you think you are?

Being a mid-sized health system in today’s healthcare marketplace is tough. If you’re busy trying to compete on a grand scale and make claims how your features are just as good as the big hospital the next metro over, it might be time to take a step back and think about what really matters to both you and your community. This is where a solid brand promise can work for branding health systems. While it’s important to know your strengths and your identity – you need to provide value. A unique brand promise becomes an effective shorthand for how you can best meet the needs of your community. Solid, effective branding health systems engages with people at an emotional level. It’s not a logo, a color scheme, or a typeface. Yes, those are visual representations of your brand. But what really matters is your “heartbeat,” what makes you come alive and breathe in the minds of your consumers. It is your distinctive message, your personality. It’s who you are, how you talk to people, and how you present yourself and your organization to the world. And being a mid-size, community health system, you have an advantage over your larger brethren. Your deep roots and long history with your communities give you a personalized connection the big guys don’t have. This becomes even more relevant because reimbursement is transitioning from fee-for-service to value-based. So what’s the best way to hit on your brand promise? First, think about who you are, what you do best, what your customers need from you and how your organization fits in their lives. It may sound simple,...
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