You are highly trained in your chosen healthcare profession. You are working flat out to look after your patients and keep up with new developments. There are so many urgent and important tasks to see to. Why would you find the time and money to invest in healthcare branding? Why commissions an identity program when no one has complained about the status quo?
Here is why.
Three big reasons to invest in healthcare branding
Whether your customers complain about a lack of brand identity or not it’s impossible to ignore that we live in a branded world. Society is saturated with them. Businesses of every size, other organisations, counties, countries, governments and even individual people have them. This is not a coincidence and stems from the fact that as the world becomes more complex to navigate, with more choice it is useful for us to be able to recognise businesses etc that we prefer easily
1. Make it easy for your customer to buy
It might sound simple. That is because it is. So often in healthcare we are consumed by the complex and this can cause us to miss the simple. Make it easy for your customer to choose your healthcare organisation to look after them. The healthcare market is becoming pregnant with options all pulling customers in different directions. Don’t think for a second that if you are funded by public bodies that protects you. Public funding is being cut all of the time. You customers still have to choose to use your services and where that is the case, make it as easy as possible. Clear, consistent, well crafted, well managed communications is the cure.
We might not all like the idea but as healthcare professionals we are competing for the opportunity to care for patients. Both within professions and inter-professionally. We joined our professions because we felt a drive to care for other people and it can feel like it isn’t our job to worry about branding and market share. Well, the good news is that the population is growing at a rate of knots so there will be more people to care for. The bad news is there will be more competitors.
2. Make it easy for your team to sell
We are all selling. All of the time. Everything we do influences customers choice of where to source their healthcare. If it’s face to face then it’s selling. Give your teams the tools and the guidance they need to sell your services. Branding is as much an internal process as an external one. Give your team something to believe in and they will sell it for you. Give them the branded tools alongside that and you have amplified your selling power.
You may one day, in the distant future, think about hanging up the stethoscope, putting down the ultrasound or leaving the lights on when you look at a page of text. You will reach a point where you want to pass the baton onto someone else. This often means some form of financial transactions where the new incumbent takes ownership of what you have spent your life building. You will want the number involved to be as big as possible.
3. Make it easy to build brand equity
Many balance sheets now assign a value to the brand and while intangible they do have value because they mean something in the minds of customers. A strong brand will help to build brand equity through increased recognition, awareness and customer loyalty all of which will make your organisation more successful. Building this precious asset over time will enable you to command a better return when you come to move on.
Healthcare experience meets branding expertise
Get in touch for a no obligation consultation about your healthcare brand and we’ll be glad to help. STAT.