Elevating your healthcare marketing above the noise

How do we distinguish ourselves from the sameness that defines most healthcare advertising ?

This is the question a health system CEO posed to us in a recent meeting. We were talking about the big patient-changing initiatives taking place in the organization. And the CEO was concerned about being able to promote these efforts in ways that would actually garner attention given that so much healthcare marketing and advertising looks and sounds the same.

We volunteered a couple important ideas as a starting point, and not typical of the way healthcare advertisers tend to think. Because they’re more about brand ideas than communications ideas. But they’ll ultimately improve your ability to deliver communications that are more relevant to audiences and distinguishing versus competitors.

1. Think beyond your offerings to a larger brand philosophy. This is more an approach to shaping your brand idea than your communications. Healthcare advertisers tend to spend a lot of energy and resources talking about themselves – their technologies, their physicians, their statistics, their awards. As a result, everyone ends up looking and sounding the same. Which makes it difficult for customers to distinguish one healthcare organization from another.

Instead, consider your brand from the standpoint of a larger overarching philosophy. What is your source of inspiration, and the inspiration and contribution you provide to customers, beyond your offerings. This is much tougher work – thinking about your broader and deeper meaning, your real source of energy, your long term journey. But in turn, your rewards (and that of your customers) are much greater.

Here are a few examples:
• Dove: beyond moisturizer to defining real beauty
• Harley Davidson: offering its passionate customers a lifestyle of freedom
• Philips: its Sense & Sensibility brand positioning
• Gillette: beyond toiletries to men’s grooming
• Disney: fun family entertainment

2. Confront and resolve cultural tensions. Great brands resolve cultural tensions. They speak to an issue that people are passionate about. And they’re therefore more relevant, compelling, respected and important beyond others. They represent a kind of story and important idea that customers use to address anxieties and desires, and a means of self-expression.

Some examples include:
• Apple: people don’t need to be subserviant to machine
• Virgin: air travel doesn’t have to be as miserable as it tends to be
• Nike: if you have a body, you’re an athlete
• Dove: beauty is beyond skin deep

Think about these couple ideas. Granted, it’s harder work than trying something new. But they could greatly benefit your healthcare organization’s ability to rise above the noise, and build more emotionally relevant relationships with customers beyond the tired practices of your inward looking competitors.

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.

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