Article | April 16, 2020
Virtual care and telehealth are no longer seen as merely an innovative method of delivering healthcare; technology is now indispensable to protecting patients, staff, and PPE resources amid the coronavirus pandemic. In a recent Harvard Medical School blog, Lee H. Schwamm, MD, shared that “telehealth, the virtual care platforms that allow health care professionals and patients to meet by phone or video chat, seems tailor-made for this moment in time… The current crisis makes virtual care solutions like telehealth an indispensable tool.” He believes that the role of telehealth is vital to our country as “it can help flatten the curve of infections and help us to deploy medical staff and lifesaving equipment wisely.”
Article | April 16, 2020
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.
FUTURE OF HEALTHCARE
Article | April 16, 2020
Ha, ha, ha, it’s me, alcohol hangover syndrome. Oh no, it feels like I have a fire burning through my head, that cannot be put out. What a pain, the hang-over. I can't get up. My eyes are red and blurred. I feel sick and body is tired. My body aches like French fries sizzling in scalding hot oil. Ouch, what a pain it is. Ouch is not a strong enough expression. So I Scream! Damn is the toe nail fungus vomiting too, I am sick. Screaming; oh no my head cannot handle it, it spinning and blazing like fire. My eyes are red, like a red eyed dragon.
Well you are feeling the side effects of drinking excessive amounts of alcohol, referred to as intoxication - hang-over. Alcohol is labeled as the gateway to addiction and may lead to other drugs. The Lancet Medical Journal advises alcohol increases the risk of hypertension, stroke and heart attack.
Alcohol intoxication is the result of high consumption of alcohol increase in the blood stream. The higher the amount of alcohol within blood stream the more impaired you become. According to statistics of 2015 an average of 6 people die each day due to alcohol poisoning or drinking so much that the body become overwhelmed. The body resistance to alcohol intoxication poison aligns in the critical or essential areas of the brain that control heart rate and breathing causing the heart rate and breathing to shut down and can lead to death.
Frequent intoxication can inhibit ones' ability to think, focus, health, work, communicate, behavior and relationships. Frequent intoxication also influences one to become isolated, trying not to disclose habits by lying about drinking to family, friends or associates and even hiding alcohol in some cases whether it be at home or work. Hazardous harm of alcohol poison to the body begin as a craving for alcohol. This chain reaction is similar to the body becoming tired and fatigue and demands sleep which you cannot control, you must get sleep or pass out. Groans are similar to a choking frog that cannot control it voice.
The craving or urge to drink may be triggered by internal or external factors. Attention and insight or consciousness to what triggers urge to drink is an advantage to assist in controlling the (ABV) alcohol beverage volume consumed. Mentioned in the beginning intoxication poison is not pleasurable and intoxication is unhealthy, so has this habit of excessive drinking become an uncontrollable addiction? My rap song is you are hooked and chorus is:
Unforgettable, Unforgettable, Unforgettable
You have made me your number one love
You take me with you like a shadow
You hold me with such a grasping hold of touch
I am yours and you live just to be with me!
Risk Factors of Alcohol
Toxic obstacle of future damage
Reality is a hard hitter and a definite strike out
Consequences and penalties exist!
Many times with a toast, alcohol is the toaster to recognize an individual are group of individuals. Toast with alcohol can lead the way to consumption of more alcohol. There is a chicle that friends don’t let friends drink drunk. Well when the friend is seeing through eyes of alcohol themselves who become the helper? Drinking and drinking is a serious violation of the law. Risk factors are costly, expensive and devastating. Risk factors include but are not limited to:
DUI- (Driving under the influence) Driving under the influence of alcohol is prohibited by law and punishable by law. Consequences for illegally operating a vehicle while under the influence of alcohol can range from imprisonment, fines, community service and limited operating driving privileges. These factors are enforced under Misdemeanor Offense based on the merits, history of the first time offense. If the BAC (Blood Alcohol Concentration) is above .08 consumption
while driving a vehicle one can be arrested.
DWI- (Driving while intoxicated) Driving while intoxicated is also prohibited by law and is punishable by law. DUI and DWI are related and both are violations that have penalties. Multiple DUI’s are DWI’s fines can range from $2000 0r more, are or imprisonment depending on state
which the violation occurred. The violation is governed under Gross Misdemeanor or felony. Factors include subject pass history, accidents and drug use. Related obligations imposed are rate of operating a vehicle insurance increase, storage and towing fees, attorney fees, DUI classes, restitution, possible criminal and court fees, scarred background record, possible driver license suspension or driver license being revoked.
Accidents- According to National Institution on Drug Abuse report “Drinking and driving can add up to tragic ending. In the U.S. about 4300 people under the age 21 die each year from injuries caused by underage drinking, more than 35 percent in car crashes.”
Relationships- Relationships are a valued connection, resource, positive interaction, communication and socially are viewed as binding or a bond. When a relationship becomes troubled an uncomfortable strain effects the stability of comfort and sometimes trust. Drugs for instance can cause damage to a good relationship with family, friends and acquaintances. Relationships should be positive, supported and loving.
Jail- A sentence for punishment of an unlawful crime.
Risk Factors of Alcohol
Divorce – Divorce can carry the burden of a setback. Change is transition and sometimes stressful. An individual can feel pressure and seek relief that may eventually lead to depression anxiety or harmful opioids without medical advice.
License Suspension- A period of time which a valid driver license privilege is suspend temporary.
Financial Burden- Fines, fees, loss of driver privilege and other costly expenses create financial burden or loss of income that may be saved or distribute differently.
Health Issues- Quote your health is wealth has merit and valuable. Your health matters and chemical dependency addiction impairs the body system with side effects such as strokes, hypertension, seizers, respiratory problems and heart failure.
Employment- EAP (Employment Assistance Program) EAP is an employment assistance agency providing services to assist in personal, financial and work related occurrences.
Court Ordered Rehabilitation – The risk factors associated with alcohol related court can be positive. The individual who takes advantage of this opportunity could overcome alcohol addiction and improve his or her behavior to become a more productive citizen. This also helps one to rebuild their lives. Alcohol rehabilitation also allows people to heal from addiction and dependence issues. Most people prefer alcohol rehabilitation programs to avoid a Criminal sentencing and to get their lives back on track. Risk factors can work out very well for one and help one redeem his or her positive life back.
Children Neglect- Family and especially children struggle and suffer as they learn to live without your guidance. Being absent in your children life signal a lack of love and trust for them.
They begin to doubt themselves despite your habit of addiction.
Grief – Regret and self-emotional punishment for the injury, harm or death inflicted upon another while impaired by the use of alcohol (Drinking and driving)
Don’t drive and drink is a safety factor that should not be ignored!
Article | April 16, 2020
Health tech marketers tend to have a real bias problem. Everyone wants to believe that they have the best product available in the market, and are quite vocal about it on social platforms. But, are those the things your buyers want to know about your products?
The biggest mistake you can ever make in health tech marketing is leading it with a technology bias. It will immediately create a distance between your audience and you. If you are working in technology, you can easily assume that everyone knows what you are talking about all the time. You breathe and live your industry. And as the marketer of your company's products, it's your responsibility to go to prospects with your tech company’s message. In your personal life, too, you may talk to your friends and families about your work and realize they have no interest in what you say as they have no idea what you are talking about. That is because they are not immersed in your company or industry.
The same can happen in your health tech marketing process with your prospects and customers. Instead of focusing on their problems, if you lead with your technology solution and features of your products and company, you will lose them. It is vital to step back and see the bias you have in your company’s marketing initiatives.
How Technology Bias Affects Health Tech Marketing
The effects of technology bias in health tech marketing are strongest when the health tech marketer focuses more on technology, product, or company than the buyer's pain points. Customers do not want to know everything about your product. They probably want to know how your product can solve their issues. When approaching buyers with your product, this health tech marketing technology bias can have many adverse effects on the buying process.
Technology bias in health tech marketing will lead to failure to get the customers' trust. They feel you are just trying to sell your product by explaining your product's features rather than solving the customer's issues. Technology bias in health tech marketing also will result in a negative effect on brand performance. As a health tech marketer, you are wrong in assuming you can sell your products by boosting the company or products of the company. It will only result in losing the customer's trust if you are not considering the buyers' problems. If you are going on with the practice, it will eventually affect your brand's performance as buyers view you as not genuine.
This unfair practice of technology bias in health tech marketing will make you realize that you are losing the customers, even the existing ones. No buyer wants to hear more about the features or the technologies used in your products. They are focused on their issues and want to know how your product can solve those issues. Thus, as a health tech marketer, you may have to focus more on the customer pain points when approaching buyers; this will help you convert potential customers into clients.
How to Get Rid of Technology Bias and Improve Health Tech Sales
FPX Digital Transformation Study 2019 says that B2B companies have shifted their focus to customer experience from internal efficiency. Most of the respondents agree that they spend much of their digital transformation funds improving the customer experience.
An important way to implement a buyer-centric or customer-centric marketing approach is to remove bias about your product from your health tech marketing efforts. Mainly, this has to be removed from the messages you send out in the early stages of the buyer journey. However, making it practical is difficult as it is ingrained in how you write, speak, and present your company to external and internal audiences.
Here are some tips to get out of technology bias in health tech marketing and get closer to your customers.
Listen to Customers Clearly
Successful marketers excel not only in communicating but also in listening. It is impossible to create a message about your health tech product if you do not know what problem it can really solve. It will help if you take the time to know your prospects and customers. Do not let your mind wander thinking about which benefits and features you have to push in your health tech marketing. Remain fully present in video, phone, and in-person meetings. That will help you find they have different problems, and you can solve them differently.
When you give importance to listening, you will not waste time and effort solving a problem that you think exists. Instead, you will start developing buyer-centric health tech marketing messages that align with your business.
Don’t Assume Anything
You hate being in a room where people are talking about a subject you know nothing about. Your health tech buyers may have the same experience if you assume your customers know what you do and how they fit into your space.
That’s why it’s essential not to take a “features-first” approach in your marketing interactions. You understand your product's ins and outs, but your prospects don’t and are likely not ready for that. As an effective health tech marketing technique, before you assume anything, give them the complete picture of who you are.
Simplify the Message
A product-driven language full of jargon will make your brand unapproachable for your audience. You can apply the old phrase here, “keep it simple stupid.” You have to position your technology as sophisticated and robust, not convoluted and tricky, through an effective health tech marketing process.
Your health tech marketing content should make sense to people both outside and inside your industry and company. Visitors of your website should not go for additional research to understand what you do precisely. It should be clear from your content. Thus, simplifying your content is essential.
Make Your Customer the Hero
The hero of your health tech marketing story is not you but your customer. After all, your customers in your industry work hard to deliver better service and results to their customers.
Your messages should position you as a mentor for your customers that provides technology support in the job of your customers to drive success. The “customer hero” approach should have a fundamental change in how you speak to your customers. The approach is not fully taken hold in the B2B health tech marketing space so far.
Share Real World Stories
One of the most practical ways to eliminate technology bias from your health tech marketing is to talk more about your customers and less about your products and company. You have to show you have the purpose of bringing in a fundamental change in your industry that enhances the day-to-day business lives of people and not just sell great technology.
Testimonials and customer case studies help a lot in shaping your brand story. Using them, narratives can be created about your customers' journey after and before using your technology. Rather than detailing the benefits and features of technology, narratives highlight the platform's tangible business value for real people in businesses.
Technology brings a change in companies, and most people do not accept changes so quickly. It is because the change pushes people to do things differently by moving beyond their comfort zones.
As part of health tech marketing, your job is not to make this change terrifying, but compelling for your buyers. This will happen only when you take your technology out of your head and start focusing on your clients' requirements, problems they face, and what exactly they need from you. It will then surely make you put your product and technology bias aside. And you will be capable of effectively executing your health tech marketing initiatives.
Frequently Asked Questions
How does health tech marketing become effective?
Effective health tech marketing is essential to reach out to potential clients and grab their attention. Health tech marketing becomes effective only when the marketer focuses on the requirements of the clients rather than on the features of the product or company.
What is technology bias in marketing?
Technology bias in marketing is focusing much on your product or technology when you market a technology product to your prospects. Getting rid of this bias will make you attract more clients and successful in your marketing.
How to get rid of technology bias in health tech marketing?
Technology bias in your health tech marketing makes the customers put a distance from you. The best way to get rid of it is to make the customer the hero of your marketing messages by focusing on their issues.
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