Hospital Branding. What Works?

7,517 views

Published on

Several healthcare facilities have shown us the difference branding can make in developing a successful healthcare business.

Successful branding for a hospital is a function of “Sensitivity and Empathy”. It is about communicating “care” through your staff, facility and collateral.

Published in: Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
7,517
On SlideShare
0
From Embeds
0
Number of Embeds
263
Actions
Shares
0
Downloads
569
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Hospital Branding. What Works?

  1. 1. HOSPITAL BRANDING The Customer Experience Company Namrata Rana What Works?
  2. 2. Healthcare Branding is different Traditional communication does not really work when you have to promote a hospital, clinic or diagnostic centre. While running direct marketing programs for a car company, you could send a mailer telling them about the features of the new car that your company may be launching. If applied directly here it could mean “Please visit us again for your next heart surgery” or “Great limited offer with 25% discount for your next surgery. Act Now”. These offers don’t just sound ridiculous, they could be very hurtful too. Does this mean that branding a healthcare facility is impossible? Not at all! Several healthcare facilities have shown us the difference branding can make in developing a successful healthcare business. Successful branding for a hospital is a function of “Sensitivity and Empathy”. It is about communicating “care” through your staff, facility and collateral.
  3. 3. Go beyond traditional media Understand that for a hospital external communication is not a key driver to building trust or business. More than anything else it is the experience that counts. So first - develop a poster that says that “ Hospital branding isn’t just about advertising, marketing and public relations” and place it prominently in all staff lounges. 1 What do you need to do ?
  4. 4. 2 What do you need to do ? Design the Experience Decide on your core values and build the experience around these. a. Designing a brand experience is about designing a facility that promotes wellness through not just its great doctors and technology but through patient friendly layouts, well lit and friendly environment, music that blends in and staff behaviors that genuinely showcase your brand values. b. Traditional marketing heads sometimes balk at the mere thought of going beyond print, TV and digital communication, but for a hospital brand what we say and how we behave are as much part of branding as is traditional print and TV communication.
  5. 5. 3 What do you need to do ? Implement the Experience While most experience design looks great on paper. The concept to actual execution is typically marred by several issues. a. Facility Design - The first challenge you may face could be about designing the facility where architects and interior decorators will need to be explained your values and vision. b. Internal branding - The second ongoing challenge is about developing internal belief systems in your staff who will actually deliver the experience and impact brand perception. Most health practitioners think of “patients” and not “customers”. A shift to the mindset of treating a demanding customer who can go elsewhere is the toughest challenge in developing a successful brand.
  6. 6. 3 What do you need to do ? Implement the Experience...... c. Getting the right partners - Having specialist agencies for communication and training that understands managed healthcare always helps. d. Technology – Most modern hospitals have digital patient records. For marketing purposes these records cannot be shared in their entirety with marketing teams because of patient privacy issues. A bridge needs to be developed between patient records and marketing data that can hide personal data and yet be usable for one to one marketing. e. Web – The web is now much more than a communication platform that houses your brochures, use the web to talk to your customers and make your services available online. Being on social media provides you with an opportunity to keep your customers engaged. Companies are also successfully using the web to attract overseas customers. f. Programs – Traditional loyalty programs are again not the way to go for a hospital. What works is small niche focussed programs that either focus on a core audience or a specific service – Mother and child programs, Executive health checks etc.
  7. 7. While all these concepts do make a tremendous difference in your brands market perception, what is crucial is a holistic framework that needs to be implemented with consistency and genuine care for patients. Customers know when there is lack of transparency and empathy and begin to lose trust in such brands. A hospital is a service brand that directly affects your well-being, genuine empathy and care will always take priority over ambience and communication. Great ambience and great communication will always defer to “Genuine Empathy and Care” which will drive customer choice.
  8. 8. Futurescape, Delhi Level 4, Rectangle 1, Commercial Complex D4 Saket, Behind Sheraton, Delhi New Delhi – 110017, INDIA Futurescape, Mumbai Level 2, Raheja Centre Point 294 CST Road Near Mumbai University Off Bandra–Kurla Complex, Santacruz (E) Mumbai – 400098, INDIA Telephone: +91 9910201783 +91 (11) 6654 4196 Email: innovate@futurescape.in Web: www.futurescape.in Twitter: @futurescape

×