I’m sure you’re familiar with Method Cleaning Products by now, if they haven’t already found their way into your homes (and your heart).
They compete with many established cleaning brands, but stand apart based on what I’ll refer to as their “caring beyond cleaning” point-of-view. Case in point, have a look at Method’s humanifesto. As people against dirty, it lays out the company’s sixteen stances that underscore their story, beliefs and promises.
This is why Method is so relevant to your healthcare marketing efforts, and to your organization at large. Today’s customers (your patients and communities) expect an organization they do business with to be more intentionally purposeful. To stand for something that inspires and motivates people on the inside and outside of your business. In turn, and the proof of this is reflected in real business returns, customers are willing to reward them with share of mind and wallet.
The future of your business hinges on thinking about the sweet spot between your purpose and profit:
• What can genuinely put your organization at the heart of your customer’s world? A purpose that moves them and you forward.
• How can your purpose link to progress in the communities in which your organization operates?
In healthcare, which is so local to begin with, you have an inherent advantage to dovetail with your customers’ world and to invite employees and customers to take part in the vision. Know that your actions speak louder than your words and that you are defined by what you do, not what you say. It’s the difference between delivering a promise (through message) and delivering on a purpose (through actions).