Consumers are becoming more accustomed to convenience and getting to know brands on a personal level. Therefore, healthcare companies have been granted the opportunity to make a name for themselves and drive sales via branding. The modern consumer tends to purchase items from companies that brand themselves as people who put their clients’ needs first.
Simply speaking: If you’re a healthcare company, then there’s no better time to invest in branding than now.
Although one may question the purpose and effectivity of branding, it’s important to know that the healthcare industry isn’t on the most rock-solid of foundations. Given wholesale industry trends, diversified marketing tactics, and sweeping legislation, healthcare companies face the need to adapt and overcome different challenges every day.
Branding works as a metaphorical “binding cement” that holds the foundation together and makes it easier for your company to stand out. In fact, branding is what can help you take steps towards surpassing sales targets and meeting company goals.
The importance of branding in the healthcare industry
Nowadays, healthcare companies see the best growth when they focus on the consumer experience. This is due to the fact that more patients and customers are leaning towards managing their own health and “self-treating.”
With the rapid changes in the healthcare industry, certain performance metrics that emphasize value-based assessments (such as patient satisfaction and prevention-over-treatment) have been put in place. The change in trends means that the brand-consumer relationship that healthcare companies enjoy and use to their advantage now makes the consumer the focus.
The opportunities brought about the emphasis on the consumer experience with a healthcare company’s brand are nearly limitless. As a matter of fact, it gives companies even more chances to stand out amongst the competition.
A simple, yet effective guide
Keen on taking advantage of this monumental change in the healthcare industry? Here are a few ways you can make your company stand out with impeccable healthcare branding:
1. Position your healthcare brand for success
Out of all the things that you could do for your company’s branding, nothing is more important than the position that you take. Positioning, in a nutshell, is a fundamental part of any type of branding strategy that can help your healthcare brand cater to the desires of the market. When a healthcare company positions its branding, it gains a greater control on how it will perform in the ever-expanding industry landscape. Make sure to do all the research that you’ll need for a foolproof brand identity.
A great way to position your brand for success is to look into competing brands, as this can give you a greater understanding of what makes the competitive healthcare landscape tick. With more in-depth research, you’ll be able to figure out what steps you can take to differentiate your brand from the rest of the competition.
At the same time, you will be making your brand more authentic and approachable in the eyes of your consumer base.
2. Put together a strong brand identity
A refreshed corporate or brand identity can make a huge impact on how your healthcare brand stands out among the competition. That said, before you put a brand identity together, it’s vital to conduct a visual audit of the healthcare industry as a whole. Doing so will yield invaluable findings that can help you better stand out from the competition.
Most brands in the healthcare industry are far from optimal or captivating. Some companies still use branding holdovers from the previous generations while others have corporate identities that are blander than plain oatmeal. When creating a corporate identity, make sure that it actually stands for something that holds a greater meaning or purpose. When you communicate that purpose, ensure that your message is compelling while being solid enough to stand the test of time.
The reason that a visual branding or corporate identity is paramount for the success of your healthcare branding efforts is that it answers the question of “why?”. “Why should we pick you?”, “Why are you the best option here?”, “Why are your services and products special”— the answer to all these questions lies within your branding.
3. Create content based on your positioning and identity
Out of all the different components making up a brand, the content that is created off of the fundamentals that you’ve created will make the most difference in your marketing efforts. Content is a vital marketing component that you’ll need to succeed in the industry.
When putting everything together, remember that your content has to be engaging, compelling, and useful enough to your audience. The modern consumer needs to feel that they are getting value from the companies they interact with. If you merely tout the benefits of your product, you aren’t going to get anywhere.
The best examples of content for healthcare companies are those that use a story— especially ones where a “human” factor is involved in the storytelling of each post and asset. While there may be a whole assortment of asset types to use, the most effective healthcare content usually comes in the form of blog posts, infographics, videos, and patient stories. These types of content can help communicate the authenticity, professionalism, and uniqueness of your company.
Creating and maintaining a brand is a long-term effort, but it’s one that will certainly pay off. Whether you’re launching a new company or revitalizing one with stale branding, keep our recommendations in mind.
If you’re looking for a digital marketing agency, Orange Squash Agency is your best option. Get in touch with us today to see how we can help.