Tip to healthcare marketers: make prudent promises, then over deliver

Here’s a tip for healthcare marketers based on a recent experience. It’s better to make prudent promises and then over deliver, rather than over promise and under-deliver.

A friend of mine recently had a less than stellar experience at a hospital (which will remain nameless). And it wasn’t limited to just one questionnable encounter. His experience, before and following his surgery, was less than stellar.

But here’s the punch line to this story. When you tell the world that your brand stands for “world-class service” (as this hospital does), you better deliver it. Because when you make a big promise like this and then repeatedly under-deliver, you run the risk of “this story” being passed around, free of charge, to hundreds or thousands of prospective or current patients.

The result is that all the time and money you’ve spent externally, and operationalizing this promise internally – goes right out the window. Don’t waste millions by only managing part of what your patients actually buy. At some point soon, given the changing nature of healthcare, you’ll need them more than they need you. So be sure that an extraordinary on-brand experience is baked into your healthcare delivery.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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