Creating healthcare brand and marketing energy


Your healthcare brand does not have to be relegated to a life of mediocrity and sameness.

High-energy brands create a constant sense of interest and excitement. Consumers sense that these brands see farther and move faster, are more responsive to their needs and more central to their lives.

But things like quality of care, outstanding care, best clinical care, latest technology and awards don’t count. They don’t distinguish you or suggest what customers can uniquely expect from your healthcare brand.

Stand for something. Or stand against something. But you must take a stand. Because comfortable and middle of the road is not a viable strategy for building a high-energy brand.

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.

One thought on “Creating healthcare brand and marketing energy

  1. This is so true. While researching the topic of corporate values and the impact it has on brand loyalty, I found that companies with a vocal and strong opinion on topics related to their industry sell roughly 9% more than their politically-correct competitors — EVEN when the company’s stance alienates some people.

    The reason that what I call a strong “Corporate Sacred Cow” (an unyielding belief or opinion) increases sales and brand loyalty is that your loyalists (people who share your point of view) will vehemently stand behind your organization and support it precisely BECAUSE you take a strong stand on important topics. This same group of loyalists will also defend you against the people who disagree with you, because the loyalists feel as if they have a vested interest in protecting your company, your company’s point of view and, in turn, their own point of view.

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