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 | February 10, 2020
By definition, precision medicine treats the individual while public health focuses on population-level interventions. While public health and precision medicine efforts overlap, some experts argue that precision medicine advancements fall short of public health goals due to their underemphasis on scalability and accessibility. Digital health can help reconcile this conflict by promoting precision medicine’s goal of delivering the right treatment to the right patient at the right time while improving health equity through scalable, accessible solutions.
Article | December 8, 2020
The one clear consensus that has emerged from this doubt and anxiety-filled time is that our society will be forever changed by COVID-19. In the recent days, we have seen a general movement toward telecommuting and digital solutions to accommodate the drastic changes caused by this global pandemic. The healthcare industry, which is arguably impacted the most, is no exception to this trend. But while the movement to digital healthcare started well before the outbreak, it has been a slow journey, fraught with many regulations that have slowed its market penetration.
With the current system so overwhelmed, a transition from the face-to-face model of care to a digital model has become vitally necessary, forcing it to happen sooner rather than later. Places that have already embraced the digitalization of healthcare practices have demonstrated the benefits of updating the old-fashioned model. A digital approach to healthcare can have unlimited applications, from telemedicine to a digital system for tracking available hospital beds. All of these applications not only save time but also potentially peoples’ lives by eliminating unnecessary contact between infected and healthy patients as well as their caregivers.
Article | September 3, 2020
As COVID-19 rages on, warning sirens have sounded of late amid a flurry of headlines surrounding Ultraviolet-C (UVC) light device safety issues. Rightfully so, as the current pandemic has ushered in a veritable “wild west” of UVC gadget deployments with subpar consumer safeguards, instructions or guidance. So important are the concerns amid this rapidly proliferating product sphere, the FDA recently issued a consumer advisory regarding UVC light technology that’s applicable for industrial, business, travel and residential use.
Once largely a germicidal method leveraged in hospital, industrial and other commercial settings for its extreme efficacy, today’s breed of UVC technologies are small, portable and inexpensive enough to be making their way into businesses of every type across the globe—and even traverse with individuals while they’re out and about. This, as generalist retailers like Amazon and Walmart have joined the fray in their attempts to divert market share from the more specialized, expert-driven, safety-focused UVC purveyors.
While germ-killing UVC technologies do proffer tremendous advantages and results for users—serving as a potent tool for easily and effectively eradicating harmful viruses, bacteria, pathogens and microorganisms—there are a number of considerations a business (or employee) should heed before procuring and using such a powerful device. This includes, but is certainly not limited to, why; when; where; and how it will be used—variables that impact safety and risk concerns related to UVC wavelength, dose and duration of radiation exposure.
Shopping in this category can be equally overwhelming. One need only Google “UVC lamps,” which delivers nearly 100,000 results, to realize how bloated this category has become. Amid the chaos, I did happen upon a highly targeted, category-dedicated source wholly dedicated to UVC technologies: CureUV.com. This company draws on over 20-years of expertise in the design, development and provision of technologically advanced UV products and solutions. Today, they are a premier provider of germicidal UVC light solutions for commercial, industrial, portable, residential and even water applications.
While its form factor catalog is copious, below are a few of CureUV’s more popular UVC devices starting under $90 that proffer chemical-free disinfection, which can help ensure your spaces remain free of illness-causing microbial contaminants like viruses, bacteria, mold and other fungi:
Rechargeable Handheld UV Sanitizer Wand With Digital Timer
Here's a highly portable way to eliminate germs and have a cleaner environment no matter where you may be. This powerful UVC illumination system, which retails around $89, eradicates up to 99.9 percent of viruses, bacteria, germs, mold, dust mite eggs and flea eggs on surfaces. This non-chemical option adds an extra layer of safety to you with no hazardous residue. It contains a 6-inch UVC lightbulb allowing for a wider coverage of area as well as accelerating sanitation in the process. A built in timer inside the device allows you to keep track of desired dosage creating precise sanitation sessions-- anywhere from 5 to 60 minutes to indefinite. Its silent operation allows for a noise free solution for sanitation, and sleek and cordless and lightweight design is perfect for travel however near or far--daily around town or those hotel visits. Sanitize how you want in your desired target area or on your personal items keeping them germ free. An internal rechargeable battery saves money on replaceable battery purchases as compared to various other handheld wands on the market.
GermAwayUV 18-Watt Handheld UVC Surface Sanitizer
This device offers reliable and highly portable sanitizing performance at an entry-level price. Indeed, at under $120, this is an affordable, dual-bulb, handheld UV sanitizer that still maintains power levels similar to more industrial UV surface sanitizers. This lightweight and ergonomically designed 18-watt UVC sanitizer will give you much peace of mind. It has a 6-foot cord adequate for most applications, but the sanitizer will run easily with virtually any simple power extension. Its two 9-watt UVC sanitizer bulbs are guaranteed to produce UV light in the 253.7 nanometer (nm) wavelength, which has been consistently proven to eliminate all illness-causing microorganisms. It's the perfect tool to disinfect high use and traffic areas, as well as locations where bacteria and viruses congregate like bathrooms, door handles, seating areas and cooking/dining spaces. It'll prevent the spread of harmful bacteria and microorganisms, or simply add an extra layer of cleanliness and protection to your cleaning procedures. It comes bundled with protective amber UV safety glasses.
Deluxe GermAwayUV 95-Watt UVC Surface Sanitizer with Cage
With a 95-watt bulb, this chemical-free, tabletop UV room and surface sanitizer is the strongest of its kind. It will result in effective room sanitation by killing up to 99.9 percent of bacteria, viruses, mold spores, yeasts, C. diff, odors and other harmful microorganisms. With a simple touch of a button you'll be able to leave the room while the entire space is cleaned and disinfected in a matter of minutes. The device has five time settings: 10, 20, 30 and 60 minutes; and hold for indefinite run time. After the selected dosage time has elapsed, the device will automatically shut off. You can use it regularly to ensure a consistently clean room.
Heavy Duty Dual Bulb 72-Watt HVAC UV Air Purifier
Suitable for use anywhere, including schools, offices, work-floors and medical rooms to sanitize air and environmental surfaces, this device is effective in small and large rooms/buildings alike, up to 2,400 square feet. With a powerful 72-watt bulb and a standard electrical unit, you can insert this premium UVC bulb into any HVAC system as an easy add on to sanitize the air in the system. Typical air purifier units and HVAC systems are definitely useful, designed to filter and ventilate air well. But even the finest filters can’t stop atomic sized bacteria and viruses. This device is therefore a great extra add on because it really does target and stop bacteria and viruses from circulating. It sanitizes and disinfects air passing through the HVAC system. Its 72-watt bulb emits UVC light of 254nm and is the most powerful bulb. Most devices are typically only effective in small rooms, but with this level of wattage you can use this device in large rooms and building types. At its wavelength, the emitted light is able to penetrate and kill the DNA of atomic sized organisms that create problems for humans. UVC emission also acts to eliminate mold spores, yeast and fungi. So, inserting this unit device into your existing HVAC system ensures that not only will the air that moves through your building be ventilated, it will also be irradiated and disinfected as it passes over the bulb. Instead of just filtered air in your system, you’ll end up with sanitized, healthy air. Add on (retrofit) features like this one are great because you can just insert them into an already installed and operating HVAC system with minimal additional running costs. This device is easy to install and is capable of DIY application. Other available HVAC retrofit air sanitation and purification solutions include a coil scrubber or 36-watt HVAC UVC air purifier.
GermAwayUV High Occupancy Wall Mountable 150-Watt Air Purifier and Sanitizer
This is a safe and efficient way to sanitize and disinfect the air in high traffic occupied areas. Simply mount the sanitizer on the wall as you would hang a TV or mount a standalone AC system and let the system do its magic. The air purifier will use its powerful, yet quiet, fan to continually cycle all of the air in the room through the system. Once the air does so, it will be met by a quintuple filtration and sanitation system that culminates in a full 150-watt UVC germicidal irradiation. Put this system in a busy hallway, a crowded restaurant, a veterinary clinic with high traffic, a busy office, etc… and it will eliminate bacteria, viruses and harmful pollutants as quickly as possible without exposing anybody to any UVC rays. It proffers optimum perf