How you position your brand in the market is critical in shaping what prospective patients think of when they hear your hospital’s name. Branding goes beyond marketing – it requires you to take an in-depth review into what you want your company to represent. At Response Mine Health, though our specialty is in direct response and patient acquisition, we do recognize that branding is important for hospitals to develop their identity in their communities. To support hospitals in achieving improved marketing results, we’re sharing the top five branding strategies many of our most successful clients have leveraged to distinguish their company and enhance their patient acquisition.
1. Know your market.
Creating a brand should revolve around using elements, language, even colors that will resonant with your target audience. Whether you’re looking to attract Baby Boomers, Millennials, or a unique mix – determining your patient demographic profile should be the foundation of your brand. This can be accomplished through market research or by analyzing any patient data you have to begin creating a comprehensive patient profile to revisit as you establish other critical components of your brand.
2. Examine your brand experience.
It is important to consider what you want your patients to experience when they interact with your brand. If you tout being the most convenient option for patients, then making sure your call support and online patient portals are providing a seamless experience is critical. Keep in mind, what your patients experience is what your brand will begin to represent. Your brand values should be woven into the patient experience and be aligned at all times.
3. Tell your brand story.
You have to put the spotlight on what you do, not how you do it. You may have a well-educated staff or partner with leading research facilities, but these are intangible assets. While these are great for building credibility, they do not speak to what you actually do for the patient. Highlighting patient stories or showcasing health outcomes as often as possible helps bring your brand to life.
4. Figure out your brand identity.
This is the look and feel of your brand, including your logo, colors, images displayed, fonts used, and even the tone of your marketing messages. These are the elements a new patient will encounter before they step foot in your facility. To be effective, time and resources must be invested in determining the core message you want to convey and exactly how to convey it consistently across all marketing channels.
5. Spread your brand authenticity.
Branding should not start and stop with your marketing department. The staff, including physicians, front desk staff, and customer service representatives are all real representations of your brand in action. How they engage with patients should always align with your core message. Leading hospital brands take this further and invite past and current patients to come and speak with new patients to share their experiences. This is an effective way of also helping to convey that your brand (and its staff) really “walk the talk”.
Branding, when done right, can be the differentiator you need to stand out from the crowd. If enhancing your brand and leveraging the latest digital marketing tools to increase patient acquisition are part of your organization’s goals, then Response Mine Health can help. Our experienced marketing teams specialize in creating winning marketing strategies to take your company (and your brand) to the next level. Contact us today at 404-800-9499 for a complimentary marketing consultation.