Healthcare marketing: creating difference from the inside out

Healthcare marketing: creating difference from the inside out

We all strive to create the “different” in our organizations. To identify and exploit those characteristics – important to customers, genuine to our organizations, sustainable into the future – that separate us from the competitive herd.

Admittedly, this is a tough task for healthcare marketers. But it’s made even harder when differentiation is only an externally-driven idea, typically led by the usual suspects of service, quality, access, scope or innovation.

But great organizations create difference from the inside-out. Their employees are not just satisfied, they’re energized. And there are four characteristics that underlie this energy:

1. They’re believers in your cause.
2. They feel valued as team members.
3. They feel a sense of belonging (with each other and with their customers).
4. And they’re equipped to achieve their and their company’s goals.

The results are irrefutable. As a Towers Perrin study revealed, the rewards of a more energized internal team lead to higher operating income, income growth and net margin growth.

So when you want to get your different on, start from the inside out. When employees are internally driven and energized, the source of your healthcare marketing will be genuine—and recognized by consumers.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.