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Benefits of Healthcare Branding

BINEESH MATHEW | March 12, 2021 | 379 views

Effective Healthcare branding changes how the public perceives a healthcare organization.  Brands are all about perceptions. The way your customers perceive your organization determines your brand. That encompasses your doctors, your board members, your nurses, and your patients. The process of healthcare branding helps organizations ensure they are perceived the way they want to be; as trusted, knowledgeable, caring, and experienced.

More than a tagline, name, messaging, or logo, the recognizable feeling that these elements induce is your healthcare company's brand. Healthcare branding ensures that these elements meet in a cohesive system informed by positioning and personality and are constantly implemented across your brand's touchpoints.

 

Why is Healthcare Branding So Essential?

Healthcare branding was not always so important. Patients had the freedom to select any healthcare provider. Insurance was the principal determiner of their healthcare provider. It depended upon their workplace. Those without insurance got treatment at community clinics and emergency rooms.

As you know, times have changed a lot in a big way. Changing the entire healthcare landscape, the Affordable Care Act put patients in the driving seat. Most of the patients now have access to healthcare insurance and successfully manage their own health. Patients without insurance have the options of out-of-pocket online pharmacies and providers.

Healthcare providers have changed their performance metrics system to value-based assessments such as patient satisfaction. More than treatment, now the emphasis is on prevention. It has become a market that is direct-to-consumer healthcare.

As a result, the consumer has become the controller of the healthcare brand-consumer relationship. As patients have turned empowered consumers, the benefits of healthcare branding have grown to the point that healthcare companies cannot ignore them. If they do, it affects their business.

 

What are the Benefits of Healthcare Branding?

Effective healthcare branding, directed by research and a clear strategy, has many valuable benefits:

 

Identify Changing Patient Needs

The needs of patients today have changed from the start of COVID-19. Even when a global pandemic hasn’t fundamentally changed the healthcare landscape, patients’ needs are continually evolving. Healthcare branding gives you the tools to understand evolving patient needs better and rebrand your company to meet them.

Brand research includes qualitative research (including one-on-one patient interviews) and quantitative analysis. Insights gathered from brand research are critical in optimally positioning a healthcare brand. It is vital during dynamic and unpredictable markets, as in what happened during this COVID-19. Beyond brand research, effective healthcare branding ensures your healthcare brand is continually aligned with shifting market trends and their impact on patient needs.

 

Establish Trust

It isn’t easy to think of a quality more essential to a healthcare organization's success than trust. A healthcare brand is broken or made by the degree to which it is trusted by those it serves.

When it comes to healthcare branding, trust is conveyed through everything from messaging to visual identity. Photography, colors, and typography all contribute profoundly to perceiving a brand as trustworthy. In healthcare branding, verbal identity is more important than visual brand identity in establishing it as an expert in the healthcare space.

Everything from a reassuring, confident voice in its website copy to guides designed to update patients on necessary healthcare topics and regular publication of articles are proven and well-known ways in healthcare branding to build up trust.

 

Set Your Brand Apart from the Competition

However, trust is not the only thing needed in the modern age for effective healthcare branding. The days, judging a healthcare organization based on its medical practice's reputation alone have gone. Patients have become empowered consumers as time passed. The competition to treat these empowered consumers too has become increasingly fierce. Here comes the importance of effective healthcare branding, tracking all your online and offline activities, and evaluating them every day.

Your healthcare brand is just one among the many other brands for internet-savvy consumers to choose from. First and foremost, all consumer decisions, including patients' decisions, are based on emotions. So, you have to think of ways to persuade your consumers' feelings to help your healthcare branding in the crowded marketplace.

Competitive differentiation is more vital than ever. Effective healthcare branding makes you find out opportunities and ways for differentiation in the challenging and competitive landscape. And, you can capitalize on these opportunities and ways with powerful storytelling and unique positioning.

 

Improve the Patient Journey

Patient experience, as mentioned earlier, is a game-changer in the healthcare industry today. Healthcare branding gives you various ways to shape and improve patient experience powerfully. After all, a good percentage of patient experience happens outside the healthcare facility these days. The beginning stages of the patient journey are the awareness and consideration stages. Healthcare branding tools, such as content marketing, are critical in influencing patients in these stages.

A website of your healthcare brand can make or break your patient’s pre-treatment experience. It is the selection phase of the patient journey. A premium and well-designed website optimized for conversion will enrich the patients' online experience, looking to book an appointment or answer a question.

Healthcare branding is helpful in defining the patient treatment experience. When correctly leveraged, healthcare branding allows your healthcare brand to enhance the patient journey from when the patient hears about the brand to the moment of finishing the treatment.

At every patient journey stage, healthcare branding fosters patient trust, builds patient loyalty, and reinforces patient-provider relationships.

 

Takeaway

Modern healthcare companies are operating in a competitive landscape where healthcare branding is more important than ever. Patients have become informed and empowered consumers. Digital healthcare brands have redefined the marketplace. Healthcare branding is vital if your healthcare company hopes to stand out from the rest and develop lasting and meaningful relationships with your patients.

Fortunately, there are many ways to differentiate your healthcare brand and make it sounds unique meaningfully. Positioning, identity, storytelling, and patient experience represent a powerful area where healthcare brands can better align themselves with their patients' needs and stand out from the competition.

 

Frequently Asked Questions

Why is healthcare branding important?

Healthcare branding helps you effectively project the personality of your healthcare organization and products. A good thought process to brand your healthcare product will make people remember you forever.

 

What is hospital branding?

Hospital branding is the process of making your healthcare organization be perceived better by potential clients. Effective branding makes your patients remember you through the best patient experience and the organization's external look.

 

What are the three branding strategies?

There are many effective branding strategies.  Line extension, brand extension, and new brand strategy are essential types of branding strategies. You can have any strategy based on the nature of your product.

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With this tool embedded directly into Dentrix, and now Dentrix Ascend, oral health professionals can seamlessly use AI in dental practices within their existing workflows. The software automatically analyzes and annotates images, enabling dental professionals to more quickly evaluate x-rays and provide more effective treatment recommendations to patients. As a result, dentists and hygienists can provide greater transparency to patients, improve trust and case acceptance, and elevate patient care. Dentrix Ascend Voice has advanced AI technology that improves speed and efficiency for dentists and hygienists when completing Perio exams and clinical notes. By letting hygienists easily record results verbally, it can improve Perio exam productivity, treatment acceptance, and patient referrals, helping to improve profitability. For dentists and hygienists, Dentrix Ascend Voice saves valuable time by simplifying their data entry. “We at Henry Schein One are committed to bringing AI solutions to dental practices that work naturally within their current workflow, so practitioners receive the powerful benefits without adding extra steps,” said Paul Hao, Chief Product Officer, Henry Schein One. “We’re excited to now bring our AI enabled X-ray analysis and voice recognition solutions to our Dentrix Ascend customers, and we’ll continue to invest in AI solutions that can help dentists provide the best possible patient care.” About VideaHealth VideaHealth is the dental AI platform trusted by the world's leading DSOs and dental clinicians. Rooted in AI research conducted at Harvard and MIT, VideaHealth’s FDA-cleared dental AI technology is clinically proven to improve diagnostic accuracy and treatment plans, enabling dentists to consistently deliver better patient care. Focused on driving clinical excellence, VideaHealth has the largest and most diverse data set in the market, which strengthens clinical decision-making abilities and patient relationships. Backed by leading venture capital firms Spark Capital, Zetta Venture Partners and Pillar VC, VideaHealth is headquartered in Boston. About Bola AI With Bola AI, the future of speech artificial intelligence (AI) is here. By harnessing the power of advanced technologies that work seamlessly, this platform can provide efficient, fully integrated, and accurate speech solutions for Perio Charting, Clinical Notes and more. With Bola AI, practices can empower themselves to create a smarter patient experience while improving operational efficiency and driving revenue. Get ready to revolutionize the way your practice operates with Bola AI. Bola AI is headquartered in Boston, MA. About Henry Schein One Henry Schein One, LLC, a joint venture between Henry Schein, Inc., and Internet Brands, aims to transform dentistry by ensuring practice success, improving patient experience, and increasing access to care. The company offers the only all-in-one suite of market-leading solutions for dental practices, including Dentrix®, Dentrix Ascend®, Dentrix® Enterprise, Jarvis Analytics™, TechCentral™, Sesame Communications, Lighthouse360®, Officite, and DentalPlans.com® as well as solutions offered through international companies, including Dentally, Software of Excellence, Logiciel Julie, InfoMed, axiUm, and LabNet, among others. With Henry Schein One’s suite of software solutions, dental practices and DSOs optimize profitability, ensure market-leading security, drive scalability and enhance clinical care. Headquartered in American Fork, Utah, the company’s software is used by more than 100,000 dental locations in the US and internationally. About Henry Schein, Inc. Henry Schein, Inc. is a solutions company for health care professionals powered by a network of people and technology. With more than 22,000 Team Schein Members worldwide, the Company's network of trusted advisors provides more than 1 million customers globally with more than 300 valued solutions that help improve operational success and clinical outcomes. Our Business, Clinical, Technology, and Supply Chain solutions help office-based dental and medical practitioners work more efficiently so they can provide quality care more effectively. These solutions also support dental laboratories, government and institutional health care clinics, as well as other alternate care sites.

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