Is healthcare marketing in need of new energy?


High-energy brands share similar characteristics:

• strong and compelling visions
• central energizing ideas
• brand-centric cultures
• ability to link businesses and stakeholders
• drive shareholder value

And this energy shines through in their marketing. To marketing that is far more meaningful beyond messaging alone. Marketing that in and of itself adds value to people’s lives and that at the same time unlocks the real differentiating value of their brand. To marketing with energizing differentiation.

Healthcare, given its importance in people’s lives, has a real opportunity to up its marketing game. But this begins with acknowledging that communities and prospective patients don’t really care about the narrow view of what you have to offer. But they care deeply about their broader view of what you can do for them.

So beyond marketing messaging, consider additional ways to deliver what your audiences really want. Being the focus of their interest – instead of the interruption (by focusing on your hospital, service lines, procedures or technologies) – you’re much more likely to succeed.

Change the frame and look through your customer’s lens:

• consider their vision rather than yours
• their desire for participation vs. your desire for attention
• their aspirations vs. your functional benefits
• their desire to engage by doing vs. your selling
• their desire for community vs. your focus on the transaction
• wrapped in the most individualized, differentiating and branded experience you can provide

Competitors can copy much of the functional things that reside within your hospital, but they can’t copy your organization’s unique brand energy. This is your most sustainable competitive advantage.

If you truly look at the world from your customer’s pov, you’ll be surprised at all the different creative ways you can provide them with information they can use, with knowledge not easily gained elsewhere, and opportunities exclusive to their relationship with you.

Every year, Ad Age comes out with their list of the worlds Top 100 marketers. I look forward to the day when a healthcare marketer makes it to this list!

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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