Branding Rx Malyn Molina, AVP for Client Services Ateneo Medical School  | 21 July 2010
<ul><li>We bridge our clients and their audiences by  promoting word of mouth ,  engaging credible  brand ambassadors  and...
Branding? Say What?
 
<ul><li>Differentiation </li></ul><ul><li>Values </li></ul><ul><li>Community </li></ul>
<ul><li>Differentiation </li></ul><ul><li>Values </li></ul><ul><li>Community </li></ul>
<ul><li>Differentiation </li></ul><ul><li>Values </li></ul><ul><li>Community </li></ul>
 
<ul><li>Promise    Behavior </li></ul>
Branding challenges?
For starters…industry challenges
Power of Citizen Journalism “ Can I check these diplomas coz I just want to make sure they’re not from some med school in ...
Power of  You
<ul><li>Source: Edelman Health Engagement 2010 </li></ul>
Comparing Communications Models <ul><li>Then </li></ul><ul><li>Now </li></ul>
How do you build a brand?
<ul><li>Step 1 | Scan the Environment </li></ul>
<ul><li>Step 2 | Know your audience </li></ul>
<ul><li>Step 3 | Define your positioning statement </li></ul>
<ul><li>Step 4 | Develop your messages </li></ul>
<ul><li>Step 5 | Deliver messages </li></ul>
 
Additional Tips. Heard of Health Engagement?
<ul><li>Maximum disclosure. Provide deep content. </li></ul>
<ul><li>Be transparent. </li></ul>
<ul><li>Join the conversation…whether offline… </li></ul>
… or online. Photo Credit: http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg
Engage through-expert channels and sources Image Credit:  www.sxc.huw
Inform in real time.
In summary…
 
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Healthcare Branding

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As Boost's second speaker, Malyn Rita Molina, shares on the topic: "Healthcare Branding."

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  • Explain Stakeholder Relations and why EON is the country’s pioneer SR firm. Mention our key industries
  • General: Healthcare Stakeholder Groups – Doctors Regulators/ Policy Makers Corporate/ Industry Stakeholders Financial Community Civil Groups/ NGOs Caregivers/ Patients/ Famiiles Manufacturers Public Health Workers and Researchers News Beats: Science Press Health Press Regulatory Press Business/ Financial Press Features press News Features Opinion Special Interest
  • Scan regulations, competitors, news, perception, issues, etc.
  • What are their demographics or psychographics? MORE IMPORTANTLY, what life moment are they in? Newly married, career advancement? What are their buying behavior relevant to your brand? These information will help you understand how you should communicate to them – tonality of message, type of message, and communication channel to use.
  • Based on an understanding of the environment and audience, define how you want to be known, how you will stand out, what makes you different from the rest. Is it because of a benefit or a value added proposition or an experience that only your brand can provide?
  • What are your messages? What’s the complete information about your product or advocacy or brand? What are the risks? Response to issues? Be transparent and sincere in crafting your messages. People will know if you’re lying or spinning the truth.
  • Based on understanding of your audience, what are the best touchpoints to reach them, to make them pay attention?
  • Healthcare Branding

    1. 1. Branding Rx Malyn Molina, AVP for Client Services Ateneo Medical School | 21 July 2010
    2. 2. <ul><li>We bridge our clients and their audiences by promoting word of mouth , engaging credible brand ambassadors and creating meaningful touch points with customers . </li></ul><ul><li>EON is the sole Philippine affiliate of Edelman, the world’s largest independent PR firm. </li></ul><ul><li>www.eon.com.ph </li></ul>We are in the Business of Building Solid Reputations and Trust-based Relationships
    3. 3. Branding? Say What?
    4. 5. <ul><li>Differentiation </li></ul><ul><li>Values </li></ul><ul><li>Community </li></ul>
    5. 6. <ul><li>Differentiation </li></ul><ul><li>Values </li></ul><ul><li>Community </li></ul>
    6. 7. <ul><li>Differentiation </li></ul><ul><li>Values </li></ul><ul><li>Community </li></ul>
    7. 9. <ul><li>Promise  Behavior </li></ul>
    8. 10. Branding challenges?
    9. 11. For starters…industry challenges
    10. 12.
    11. 13. Power of Citizen Journalism “ Can I check these diplomas coz I just want to make sure they’re not from some med school in the Philippines”
    12. 14. Power of You
    13. 15. <ul><li>Source: Edelman Health Engagement 2010 </li></ul>
    14. 16.
    15. 17. Comparing Communications Models <ul><li>Then </li></ul><ul><li>Now </li></ul>
    16. 18. How do you build a brand?
    17. 19. <ul><li>Step 1 | Scan the Environment </li></ul>
    18. 20. <ul><li>Step 2 | Know your audience </li></ul>
    19. 21. <ul><li>Step 3 | Define your positioning statement </li></ul>
    20. 22. <ul><li>Step 4 | Develop your messages </li></ul>
    21. 23. <ul><li>Step 5 | Deliver messages </li></ul>
    22. 25. Additional Tips. Heard of Health Engagement?
    23. 26. <ul><li>Maximum disclosure. Provide deep content. </li></ul>
    24. 27. <ul><li>Be transparent. </li></ul>
    25. 28. <ul><li>Join the conversation…whether offline… </li></ul>
    26. 29. … or online. Photo Credit: http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg
    27. 30. Engage through-expert channels and sources Image Credit: www.sxc.huw
    28. 31. Inform in real time.
    29. 32. In summary…
    30. 33.
    31. 34.

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