Healthcare marketing and branding leaders – the value of your corporate mantra

A good mantra both guides your strategy and says everything about your culture.

We couldn’t agree more with these words from Shane Snow in his great article on fastcompany.com – Repeat After Me: Your Company Needs A Mantra.

Here are the top five most important ideas (my pov) from his article:

1. The best mantras inform a company’s everyday decisions, both behind the curtain and in front of the crowd.

2. A mantra is more fundamental to a company’s internal purpose than simply a marketing slogan. It’s concise, repeatable, and core to a company’s existence.

3. For some of the world’s most innovative companies, (we’d say for all companies), mantras should become a rallying point for employees and customers. Consider “Rewarding everyday moments” (Starbucks), “Think Different” (Apple), “Authentic athletic performance” (Nike), Enriching women’s lives (Mary Kay).

4. The key is simplicity. It should be “short, sweet, and swallowable.”

5. Mantras are therefore not mission statements (the cumbersome, typically indistinguishable paragraphs of company platitudes). Which, by the way, tend to be highly forgettable.

Is your healthcare organization mantra-less? Are you saying to yourself, “hmmm, this could be pretty powerful for us?”

Here are some thought-starters for you, with the goal of getting to those few words that reflect your story and your reason for being: Who are we? What do we believe in? What drives and unites us? How are we changing things?

It’s tough getting to, and committing to, your one thing. But it’s well worthwhile given its real and lasting benefits.

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.

3 thoughts on “Healthcare marketing and branding leaders – the value of your corporate mantra

  1. Eric, I love thinking about mantras for companies. It’s a lot of work to get the DNA of a company in just a few words. But well worth the effort if it inspires.

    I thought for sure you’d include the classic we always hear about:

    Nike: Authentic Athletic Performance
    Disney: Fun Family Entertainment
    Starbucks: Rewarding Everyday Moments

    Are there some good ones from healthcare?

  2. Barrett,

    Thanks for your comments. I agree with you about developing these statements. Particularly rewarding also when clients can really see themselves in them and are inspired by them.

    I actually stayed away from the obvious ones, though as you say, they’re certainly classics.

    To answer your question about healthcare, not so many come to mind at all as it relates to healthcare systems and hospitals (but this also reflects the more local nature of these business models). But pharma, yes. And venture out to more consumer-based health and wellness companies, even more so.

    Best,
    Eric

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