Article | March 6, 2020
Providers, payors, pharmaceuticals, and life sciences companies are leading the next wave of healthcare innovation by utilizing connected devices. From continuous patient monitoring, to optimizing operations for manufacturers and cold-chain supply tracking for the pharmaceutical industry, the healthcare industry has embraced IoT technology to improve patient outcomes and operations. In our latest IoT Signals for Healthcare research, we spoke with over 150 health organizations about the role that IoT will play in helping them deliver better health outcomes in the years to come. Across the ecosystem, 85 percent see IoT as “critical” to their success, with 78 percent planning to increase their investment in IoT technologies over the next few years. Real-time data from connected devices and sensors provides benefits across the health ecosystem, from manufacturers and pharmaceuticals to health providers and patients. For health providers, IoT unlocks efficiencies for clinical staff and equipment:
Article | March 11, 2020
Healthcare organizations are faced with addressing the “triple aim” of improving cost, quality and access to medical care. Telehealth has been seen as a tool to improve access with its convenience and availability with mobile apps or personal computers. Regulators are seeing the value of the technology with states loosening rules about the practice of telehealth and reimbursement improving, the American Telemedicine Association said. However, it will take some time for telehealth to reach its full potential to blend telehealth into current care processes. Right now, telehealth is separate from many of the healthcare workflows, which is keeping the technology from reaching its fullest potential – in terms of quality and patient experience. This can be overcome by addressing the economics, whether that is in health plan design and also how providers are compensated. Despite recent improvements in telehealth reimbursements, many of the payments are tied to in-person visits. Healthcare providers, payers and regulators need to figure out what treatments need to be reimbursed. Telemedicine, which involves clinician-to-clinician remote consults, is immensely important in emergency care and has shown a great deal of use in treating stroke, since not every facility has neurology covered around the clock. Certain medical specialties, such as psychiatry or dermatology, have a real opportunity to capitalize upon telehealth, as well as non-emergency, urgent care.
Article | April 13, 2020
With their speed and maneuverability, drones have long captured attention for their potential to deliver shopping orders and photograph the world from above. But the machines can also serve a medical purpose by shuttling drugs, defibrillators and other equipment to emergency sites or care facilities. Improvements in battery life, GPS navigation and artificial intelligence functions are making drones a more practical option in healthcare, says Dr. Daniel Kraft, faculty chair for medicine and neuroscience at Singularity University, an executive education program that also serves as a business incubator and consultancy service. Theft is also a concern, says Will Stavanja, chief technical officer at AirBox Technologies, which is testing its DroneX fleet for medical deliveries in the Caribbean. “Right now, most drones land, drop the package and leave,” says Stavanja, whose team has developed smart mailboxes for secure delivery. Addressing that risk will be key to determining whether drones can handle sensitive cargo. “You want a very high degree of certainty,” Kraft says. “It’s one thing if you lose a urine sample or a blood sample; you can get another one. It’s another to lose an organ.”
Article | March 12, 2021
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.
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.
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.