Article | March 11, 2020
For many years now, we’ve all been talking about a worldwide digital transformation in healthcare. One of the key motivations for healthcare’s digital transformation has been to enable the shift from labor-intensive, manual, in-person encounters in healthcare facilities and replace them with encounters that are instead digital, possibly automated, and which can take place wherever the patient happens to beAcross industries, we talk about revolutionizing the customer experience. In healthcare, this revolution has focused on experiences for each patient, every health plan member, every healthcare provider, and all healthcare employees. And when it comes to providing the best care for people who are already ill, we also know that hospitals and medical offices are dangerous places. After all, those who are sick can infect those that are healthy—and this includes our healthcare providers. The more we can provide appropriate assessments, diagnose, and treat patients in the comfort of their own homes—and keep their infections out of hospitals and other medical facilities—the better it is for everyone. It’s the old mantra of the right care, in the right setting, at the right time.
Article | February 26, 2020
Virtual Reality (VR) has already made big waves in industries from entertainment to fashion and media, but how about an industry that directly affects everyone’s well being and quality of life? While we are only beginning to grasp the full potential of VR for healthcare, the potential applications and supporting data is growing every day. Here are some of the exciting areas of innovation:
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.
Article | March 4, 2020
Healthcare is experiencing a digital transformation, shifting how the medical ecosystem operates and the way that care is delivered. And all of this change comes down to one little word: data. In 2013, the healthcare industry produced 153 exabytes of data; in 2020, that volume is estimated to increase over 15-fold to 2,314 exabytes. It’s projected that healthcare data is expanding faster than in manufacturing, financial services, and media. That’s right — we produce more data at the doctor’s office annually than we do swiping our credit cards or surfing Netflix. It follows that unlocking the power of all that data is the key to transforming the future of healthcare with quality and precision in mind, across clinical, financial, and operational processes. As Big Data continues to expand, what are some of the major trends that data leaders in the healthcare industry are addressing in 2020 and beyond? In this piece, we explore the data that impacts decision-making within the healthcare industry, and how this data helps practices tackle the challenges facing the communities that they serve.