Posts Tagged ‘healthcare advertising’

50 beds or 500, your hospital brand is critical to your success.

June 2, 2014

The most powerful companies in the world live and die on their brands.  It has been estimated that at least half of Coca Cola’s market capitalization ($178 billion, May 2014) resides in its brand alone.  The same can be said of Apple, the world’s most valuable company.

I would argue that a hospital’s brand is even more important to its success than it is for these global companies.  Just think about it.  Your hospital’s reputation (brand) is everything to its success.  It’s one thing to trust Coke to taste good or your iPhone to work consistently, but trust in a healthcare environment is something else altogether.

Yet, some hospitals, particularly the smaller ones which have greater brand challenges than anyone, don’t invest a lot of time, effort or thought into building the brand – even though we know from decades of research that brand building pays great dividends.  The fact that brand building is so important is why even the Cleveland Clinic, Johns Hopkins, the Mayo Clinic and MD Anderson devote millions to building their brands annually.

The benefits to building a strong brand are many:

  • Increases consumer confidence
  • Reduces consumer risk
  • Creates customer loyalty
  • Signifies quality
  • Is more memorable
  • Provides differentiation

Building a hospital brand takes dedication.  It’s not a once every other year campaign.  It’s an every day focus.  You start by understanding what the public’s perceptions are of your hospital, then evaluate your strengths and weaknesses and determine not only what you desire to be, but also what you realistically can be in your community.  Once you’ve determined your message, it’s a matter of deciding what’s necessary to convince your community of your vision.

 

Marketing isn’t about creating ads.

July 7, 2010

At the heart of marketing, lies the universal truth that we— as marketers— are trying to solve a problem for/with our clients. Sometimes we find paid ads and PR stories aren’t the most effective solution. As has been the case with one long-time client, QS/1, America’s leading pharmacy software provider. Their products and services span many categories of pharmacy including Long-Term Care (LTC) pharmacies. QS/1’s PrimeCare software provides numerous benefits to an LTC pharmacy and we’ve communicated this throughout the years in advertising and public relations. The LTC pharmacy industry itself doesn’t have many industry rules-of-thumb or benchmarks for pharmacies to relate to. We saw an opportunity for our client to reinforce themselves as industry experts.

We recommended the creation of a first of its kind study that would identify benchmarks in the industry relating to pharmacy operations. We approached the American Society of Consultant Pharmacists (ASCP), the member association of the industry, to partner with QS/1 on the study. This would get us access to the audience we needed and give the ASCP valuable intelligence to share with its membership. The published results of the ASCPQS/1 Report for Long-Term Care Pharmacies & Consultant Pharmacists 2009 debuted at ASCP’s 32nd Midyear Conference in May of 2010. The debut included the published study results, a presentation of the results by an ASCP official and a roundtable discussion among industry luminaries. Our client noticed conference attendees rushing to get copies of the study to see where their pharmacies compared to the benchmarks. QS/1 and the ASCP have received a large volume of positive feedback on the study. In fact, additional copies have been printed for other meetings at the request of the client and partner.

In the end, our client is perceived as the industry expert they are and our partner has provided valuable information to an appreciative membership. The proverbial win-win situation. All this without creating a single ad.


%d bloggers like this: