What’s your health brand story? Is it theirs?

Fact is, customers don’t care about your health organization’s story.

I recently listened to senior leaders of a health organization talk about “their brand story.”

But as I was listening, I noticed that “their story” (about their services, their quality, the statistics reinforcing their quality) actually had little to do with the “customer’s story.”

And the unfortunate truth is that customers don’t care about this organization’s story. Or any other company’s story.

What they do care about is how this organization’s brand story dovetails with theirs. Which means you need to give people the chance to locate themselves inside your story – by framing it and telling it from their point-of-view.

Remember this as you consider your marketing outreach. Your customers don’t buy products or services, they buy the story (their story) that’s attached to it.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

4 thoughts on “What’s your health brand story? Is it theirs?

  1. Eric, you nailed it in the first two sentences! Today, when a company’s “story” gets passed along in a flash from a single consumer to consumers around the world, yes, marketers had better think in terms of a whole, coherent, compelling story in which the customer is the protagonist.

    A big part of the story is how the customer solves the problem (plot) and what emotions come into play (climax).

    Companies rely on (1) customers spreading their story in a positive way (2) their employees knowing, believing and following the story (3) the story as a unifying theme in product development, customer service, and many other company decisions and policies.

    David Riemer, former marketing director at Yahoo!, talks about this subject extensively: http://bit.ly/g4UTLj

    best wishes,

    Barrett Rossie

  2. Barrett,

    Thanks for your feedback. Appreciate the three points you make in paragraph three. Great rules for companies to live (and better to be able to thrive) by. It’s unfortunate, however, that many leaders (and we see it so much within the healthcare space) continue to think inside-out when they could be so much more relevant by changing their frame to what really matters most to us. Which is “us.”

    By the way, just visited your blog, and have added to my google reader.

    Best,
    Eric

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